CAJ | 학술논문

伴随着中外合作大学的发展，品牌建设应该成为促进中外合作大学顺利办学的关键路径。品牌建设是中外合作大学应对教育市场激烈竞争的选择，是维系大学机构持续发展的需要，亦是增进社会公众对大学信任度的产物。从品牌理论视角分析，结合中外合作大学的主要特性，重点探讨了中外合作大学品牌建设的战略思路，认为中外合作大学的品牌目标确立应以教育消费者满意度提升为核心定位，品牌质量的打造应以培养国际型人才为重要内容，品牌形象的塑造应以理念、行为和视觉识别系统的完善为关键策略，品牌传播的开展应以大学国际知名度提升为主导方向。
반수착중외합작대학적발전，품패건설응해성위촉진중외합작대학순리판학적관건로경。품패건설시중외합작대학응대교육시장격렬경쟁적선택，시유계대학궤구지속발전적수요，역시증진사회공음대대학신임도적산물。종품패이론시각분석，결합중외합작대학적주요특성，중점탐토료중외합작대학품패건설적전략사로，인위중외합작대학적품패목표학립응이교육소비자만의도제승위핵심정위，품패질량적타조응이배양국제형인재위중요내용，품패형상적소조응이이념、행위화시각식별계통적완선위관건책략，품패전파적개전응이대학국제지명도제승위주도방향。
With the development of Sino-foreign universities, brand construction should be taken as a critical path to their smooth running. Actually, it is the choice made to cope with the fierce competition in higher education, the requirement of the sustainable development of the schools and also the product of the enhancement of the public trust in the universities. From the perspective of the brand theory and in view of the main characteristics of Sino-foreign universities, the present article mainly explores the strategic framework of brand construction. It suggests that improvement of educational consumers＇ satisfaction should be regarded as the focus of the identification of the brand goal, production of international talents as the part of brand quality, the perfection of the mind, behavior and visual identification system as the key to the improvement of the brand image, and the enhancement of the international reputation as the main orientation in brand communication