院校市场背景下高校品牌的形成机制——基于组织内外部互动的理论分析被引量：5

University Branding Mechanism in the Context of Institutional Market:A Theoretical Analysis Based on Internal and External Interactions of Organizations

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摘要院校市场是高校围绕声誉、地位和资源形成的竞争场域,是高等教育市场的重要子类型,作为竞争主体的高校需加强品牌建设以传递质量与特色信号,获取竞争优势。高校品牌的构建应统筹考虑内部品牌、外部品牌的形成机制及其逻辑关系。从内部品牌来看,有效的内部市场导向、教职工的组织认同与教职工的品牌支持行为三者之间的正相关关系是高校内部品牌形成的关键。从外部品牌来看,高校应积极与高等教育系统和社会系统内的其他组织进行互动,以充分挖掘和利用嵌入在社会关系网络中的社会资本,通过增强身份认同和社会价值打造品牌优势。无论是内部品牌还是外部品牌的构建过程,都应重视信号传递与反馈机制的重要性,保证内外部关系的良性互动。总体来看,高校内部品牌和外部品牌本质上是高校品牌的“一体两面”,高校品牌的形成过程就是高校组织与内外部关键利益相关者进行价值共创的过程,只是与内外部关键利益相关者之间的价值共创行为或方式有所差异。 As an important sub⁃type of higher education market,institutional market is an arena developed by universities to vie for reputation,status and resources.As the main competitor,universities need to strengthen their branding to send out signals about quality and characteristics and gain competitive advantage.To build university brands,we should consider the branding mechanism and logical relationship of internal brands and external brands as a whole.From the perspective of internal brand,the positive correlation among effective internal market orientation,faculty organizational identity and faculty brand support behavior is the key to the formation of internal brand in universities.From the perspective of external brands,universities should take the initiative to interact with other organizations in the higher education system and social system,so as to tap and make full use of social capital embedded in social networks and strength their brand by enhancing identity and social values.For both internal and external brands,importance should be attached to signal transmission and feedback mechanism to ensure the benign interaction between internal and external relations.Generally speaking,the internal and external brand of a university are essentially“two sides of the same thing.”A university’s branding process is a process of value co⁃creation between the university and its key internal and external stakeholders,but there are differences in the value co⁃creation behaviors or methods between the university and its internal and external stakeholders.

作者姜尚峰 JIANG Shangfeng(Development Planning Department,Central University of Finance and Economics,Beijing 100081,China)

机构地区中央财经大学发展规划处

出处《河北师范大学学报（教育科学版）》 CSSCI 北大核心 2023年第6期72-80,共9页 Journal of Hebei Normal University(Educational Science)

基金 2023年度国家社会科学基金教育学一般项目“面向战略性新兴产业的跨学科工程科技人才培养:国际经验与本土实践”(BIA230162)。

关键词院校市场高校品牌形成机制价值共创 institutional market university brand formation mechanism value co⁃creation

分类号 G647 [文化科学—高等教育学]

作者简介姜尚峰(1992-),男,山东聊城人,博士,助理研究员,主要从事高等教育管理研究。