摘要：根据高等教育发展的自身规律，我国高等教育在步入大众化阶段后，自然会进入到以内涵建设、质量提高为主要内容的发展时期，适应社会发展需要、适应消费者需求的优质教育资源自然而然地会演变为教育品牌或品牌机构(大学)，大学之间的竞争自然而然地会演变成高校品牌竞争。

从实践看，高等教育品牌营销是在高等教育市场化、高等教育国际化、高校管理经营社会化等背景下发生的，这既符合高等教育自身发展的逻辑，也适应社会发展的需要，国外名牌大学就是高等教育品牌营销的典型形式和榜样。目前，我国高等学校的品牌建设已开始从学校层面、地方政府层面上升到国家政策层面，已经由学校自身需求发展到国家需求，已经由个体的自发行为演变为国家的主动行为。但由于高等教育管理者品牌意识普遍比较缺乏、国内品牌营销成功经验不多、高校品牌营销模式雷同、品牌营销的外部支持不足等原因，高等教育品牌营销还未引起教育行政主管部门、高校管理者、社会的普遍关注，高等教育品牌营销还存在着品牌理念个性化不足、营销手段单一、营销模式形式化等问题。

从现状看，我国高等学校大致可以分为名牌大学、重点大学、普通大学三个层次。应该说这三类学校都可以发展成为品牌学校，但其营销策略、营销模式有别。名牌大学品牌营销重在品牌扩张，剑指国际学术界和世界高等教育市场；重点大学品牌营销重在品牌建设和教育服务质量，立足于国内一流；普通大学品牌营销重在学校形象塑造和教育服务产品差异性上。当然，高等教育品牌营销不仅仅是高校内部的事情,它受到教育观念、教育制度、学校发展模式以及政府治理诸多因素的制约，高校必须制定适合自身发展需要的品牌营销战略，找准适合自身特点的品牌营销策略，并承担与合理规避市场风险。

毋庸置疑，大学品牌或品牌大学所具有的核心竞争力和巨大吸引力也正在被社会及教育界的广大有识之士所认识，如何尽快打造出具有中国特色的世界一流大学品牌已成为中国高等教育界、我国政府鱼待解决的一个课题。本文借鉴教育服务理论、市场营销学!品牌营销学等研究成果，从大学品牌营销产生的背景入手，对高等教育营销有关理论进行了阐述，分析了国内外高校品牌营销的研究情况，结合目前中国高校品牌营销的需要，重点论述了高校公共关系营销策略和文化营销策略，并以英国华威大学为例进行了营销策略应用分析，最后，就如何塑造中国高校品牌、开展高等教育品牌营销提出了一些建议。

关键词：高等教育营销；高校品牌；品牌营销；品牌营销策略

总结：

本文分为三部分。第一部分为导论，包括研究背景、选题目的和意义、国内外高等教育发达国家品牌的文献综述、课题研究的内容、研究方法、研究目标以及本研究的创新点。

第二部分为第二至第六章，阐释了高等教育品牌营销的基本理论、在我国的现状、实施、策略及案例研究。最后，提出了我国开展高等教育品牌营销的建议——树立品牌意识、加大高校品牌理论研究、高等教育品牌营销专业化、科学进行品牌管理、稳健品牌发展、走品牌营销国际化线路、利用业已形成的品牌效应、提升大学品牌实力。

Abstract: According to the law of development of higher education, after entering the stage of popularization, higher education will naturally come to the development period of content building and quality improvement. High quality educational resources which meet the needs of social development and consumers’ demand will naturally evolve the brand competition among colleges and universities.

In the sight of practice, higher education brand marketing appears on the background of marketization of the higher education, intemationalization of the higher education and management socialization of the colleges and universities, which is consistent with the logic of higher education own development and also meet the needs of social development. Foreign famous universities are the typical form of brand marketing of higher education.

At present, higher brand-building has begun from the level of school and local government up to the level of national policy, from the demand of the development of the schools themselves to national needs, from the individual spontaneous acts to the state initiative behavior.

However, because of some reasons, for example, the lack of brand awareness in general, little successful experience of brand marketing in the domestic, the similar model of brand marketing, external weak support to brand marketing, colleges and universities brand marketing can’t arouse the general concern from university administration department, college administrators and the community. There are still many problems in college and university brand marketing, such as, lack of personalization, single means of marketing formalizations of marketing models.

In view of the current situation, China’s universities can be divided into elite universities, key universities and general universities. These three level schools can develop into brand schools, but their marketing strategy and marketing patterns are different. The brand marketing of elite universities emphasis on brand expansion, aiming at the international academic community and the world of higher education market; Brand marketing of key universities focused on brand building and education quality of service, the goal is to be first-class university in domestic; Brand marketing of general universities emphasis on the image building and difference of the educational services products. Of course, higher education brand marketing is not just a matter within the university, which are restrained by concepts of education, education system, patterns of development and governance. Colleges and universities must develop their brand marketing strategy for their own needs and characteristics, commitment and avoid market risks reasonably.

There is no doubt that the brand universities of the University’s core competitiveness and attractiveness are being recognized by people of insight in all walks of life. How to create a top-class university with Chinese characteristics in the world urgently address a topic to the higher education community and our government. Referencing the research results about theory of educational services, marketing and brand marketing, from the University of Brand Marketing Background to start, the writer elaborates the theory of higher education marketing and analyzes the domestic and international brand marketing research in colleges and universities. Combined with the current needs of Chinese universities’ brand marketing, the paper focuses on the college public relations and cultural marketing strategy, at the same time analyses application of marketing strategy by taking the University of Warwick for an example. Finally, the writer has carried out some suggestions on how to build university brand and develop university brand marketing.

Keywords: Higher Education Marketing; Colleges and Universities brand; Brand Marketing; Brand Marketing Strategy

（葛广昌 教育经济与管理专业 华中农业大学硕士学位论文 2010年6月）