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论地方院校品牌专业和特色专业的软实力
引用本文:丁谦,孙金洲,孙建,敬震海.论地方院校品牌专业和特色专业的软实力[J].技术经济与管理研究,2010(1):85-88.
作者姓名:丁谦  孙金洲  孙建  敬震海
作者单位:重庆工商大学经济贸易学院,重庆,400067
基金项目:教育部青年专项课题《地方高校特色专业的核心竞争力研究》(课题批准号:EIA080285,主持人:丁谦)的阶段性成果之一
摘    要:品牌专业和特色专业的一般评估标准着重于硬实力,而地方院校专业建设存在的问题说明,硬实力正是地方院校的现实困难。因此,地方院校在品牌专业和特色专业建设过程中应注重软实力的提升——根据专业软实力所表现出的非赢利性、文化根植性和象征消费性,通过品牌战略创新,创造品牌专业和特色专业的品牌价值,提高专业的品牌号召力,从而进一步强化地方院校的专业特色。

关 键 词:地方院校  专业建设  软实力  品牌价值

On the Soft Power of Brand Specialty and Characteristic Specialty in Local College and University
DING Qian,SUN Jin-zhou,SUN Jian,JING Zhen-hai.On the Soft Power of Brand Specialty and Characteristic Specialty in Local College and University[J].Technoeconomics & Management Research,2010(1):85-88.
Authors:DING Qian  SUN Jin-zhou  SUN Jian  JING Zhen-hai
Institution:DING Qian,SUN Jin-zhou,SUN Jian,JING Zhen-hai
Abstract:The general appraisal standard of brand specialty and characteristic specialty emphasizes hard power, but the question of specialty construction in local college and university showed that the hard power is just the practical difficulty in local college and university. Therefore, the local college and university should pay attention to the soft power in specialty construction-According to the characteristics of non-earning capacity and rooted culture and symbolic consumption in specialty soft power, to crea...
Keywords:Local college and university  Specialty construction  Soft power  Brand value  
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