高职院校继续教育政企培训品牌建设探析

北京财贸职业学院继续教育政企培训项目，注重市场开拓和项目培育，依托学院办学定位和特色，实现了规模式增长和社会服务收入的不断增加。如何在保持增长的同时，充分利用外部大环境产业转型提供的契机，调整和优化培训结构，实现从外延式发展到内涵式提升的可持续发展，完成培训品牌的培育和建设，是摆在未来发展之路上亟需面对的问题，也是关系到政企培训项目能否做大做强的关键。在政企培训项目品牌培育和建设之路上，需要树立企业管理的战略思维，从市场环境、产品定位、资源整合、人才建设等方面加强管理。

A Brief Discussion on the Brand Building of the Government and Enterprise Training of the Continuing Education in Higher Vocational Colleges-in View of the Enterprise Management Perspective

Depending on the positioning and the characteristics of the Beijing College of Finance&commerce, the training project on the government and enterprise shows the rapid growth on the momentum and social service reve-nue. by the chance of industry upgrading and transformation, adjusting and optimizing the training structure to keep the lasting peace and sustained development, shifting from the mode of extensive development to the mode of inten-sive development, and cultivating and building the training brand, is urgent problem to face in future and will de-cide if the project will be much bigger and stronger. This article has made an analysis on the brand building. Some solutions are set forth on market environment, product positioning, resources integration and human resource con-struction over the angle of Enterprise Management.