CAJ | 학술논문

专业的品牌化是实施学院“品牌办学”战略的关键。品牌化的本质是创建差异以赢得顾客的忠诚。专业文化是高职专业品牌差异之本，顾客忠诚之源。实现专业品牌化的核心任务是从理念层面构建体现行业特质、区域特色的专业文化，以清晰的专业使命、价值观与同类专业相区分，从实践层面以“学教做合一”为指导全面构建专业价值观与高职生的日常行为间的关联性，引导学生基于日常学习、生活的个人经验将价值观内化为人格特质，全方位打造、传播统一的专业品牌形象。
전업적품패화시실시학원“품패판학”전략적관건。품패화적본질시창건차이이영득고객적충성。전업문화시고직전업품패차이지본，고객충성지원。실현전업품패화적핵심임무시종이념층면구건체현행업특질、구역특색적전업문화，이청석적전업사명、개치관여동류전업상구분，종실천층면이“학교주합일”위지도전면구건전업개치관여고직생적일상행위간적관련성，인도학생기우일상학습、생활적개인경험장개치관내화위인격특질，전방위타조、전파통일적전업품패형상。
Professional branding plays a key role in the implementation of the brand school opera-tion strategy for colleges .As the name suggests ,the essence of Branding is to gain the customers'faithfulness by creating differences .Professional culture acts as the root of the differences and the source of the customers'faithfulness in higher vocational education branding .It's the core task of a-chieving professional branding to construct the professional culture w hich can reflect the industrial traits and regional characteristics from the concept level ,to differ from other majors of the kind by clear professional missions and values ,and to completely construct the relevance between professional values and students'daily behaviors guided by the concept of integration of learning ,teaching and do-ing in the practice aspect ,w hich aims to forge and spread a unified professional branding image by in-ternalizing students'values acquired from the daily personal experiences into their personality traits .