摘 要
中国教育的跨越式发展为世界瞩目。随着高等教育大众化程度的提高，中国教育逐
步呈现出多元化的格局，在办学体制改革、教育投资结构变迁和教育全球化趋势的推动
下，公众的视线已然被高等教育所吸引。民办高校因其体制与机制的优势展现出旺盛的
生命力，已呈现出一派欣欣向荣的景象。繁荣的背后也应该看到民办高校发展过程中暴
露出了一些如品牌定位不清、核心竞争力不强、办学目光短浅的问题。民办高校要想在
竞争激烈的高等教育市场中生存和发展，必须全面引入竞争机制，学习企业，面向市场，
树立品牌意识、营销意识，逐步塑造自己的特色品牌，进而成为知名民办高校，以期发
挥名牌效应，凝聚优势资源，提升竞争力。

烟台南山学院是由国家大型民营企业南山集团投资 36.5 亿元兴办、教育部批准的
普通本科高等院校。在同类民办高校中脱颖而出，形成了一定的品牌效应。

本文在对品牌战略的基本理论研读的基础上，解读民办高校的品牌战略，以烟台南
山学院为例，阐述了南山学院品牌战略的内容及在实施品牌战略过程中面临的机遇与制
约因素，并提出了完善品牌战略的若干策略。期望能为路径相似的其他民办高校的发展
提供借鉴意义。

本论文分为五个部分:第一部分是绪论，阐述了选题背景及研究意义、国内外理论
研究现状、本文的研究内容和方法及创新和不足；第二部分是民办高校实施品牌战略的
理论基础，界定了品牌的概念，品牌战略的内容，重点阐述了民办高校品牌战略的内涵
及民办高校实施品牌战略的意义；第三部分详细解读烟台南山学院实施品牌战略的内
容，包括南山学院品牌定位及品牌战略在校园文化建设、专业设置与课程建设、师资队
伍建设、科研工作、双证书教育品牌、校际交流与合作和就业品牌方面体现；第四部分
是烟台南山学院实施品牌战略面临的机遇与制约因素，机遇方面从政策、市场需求、投
资主体和自身的体制机制优势入手，制约因素主要来自社会歧视、生源与就业市场的压
力和师资队伍结构不合理三方面；第五部分，提出了烟台南山学院完善品牌战略的若干
对策，主要阐述了三个策略，打造知名教育品牌、名师策略和品牌营销；第六部分，总
结。

关键词：民办高校；烟台南山学院；品牌战略
分类号：G647
Abstract
China attracts the world's attention to its rapid development of education. With the
popularization of its higher education, diversified patterns have gradually come into being,
and especially with the promotion of the reforming in educational systems, investment and
globalization, the public is more and more attracted by Higher Education. The private
colleges now demonstrate a thriving scene because of the advantages in their institution and
mechanism. But behind this prosperity, we should also see the shortcomings of the private
colleges, such as, unclear brand positioning, the weak core competitiveness, sponsoring
short-sighted. If Private colleges want to survive and develop in the competitive higher
education market, they must introduce the competition system, learn from enterprise, face
market, establish brand awareness, marketing awareness, and gradually shape their own
specialty brands, and then become a well-known private colleges to play the branding effect
and combine the advantages resources, to enhance their competitiveness.
Yantai Nanshan College is a national large-scale private enterprise Nanshan Group
invested 3.65 billion yuan to set up and approved by the Ministry of Education, the ordinary
undergraduate colleges and universities. Stand out in similar private colleges, the formation
of a certain brand.
On the basis of the study of the brand strategy, the paper analyzes brand strategy of
private college. For Nanshan College, it states the content of brand strategy and opportunities
and restraining factors facing in the implementation of brand strategy, and put up with several
strategies to perfect brand strategy. I hope the paper can provide some significant reference
with some other private colleges.
The thesis is divided into five parts: the first part is the introduction, which elaborates
the background and the significance, theoretical research status at home and abroad, the
content ,methods , innovation and shortcomings; the second part is the theory of private
colleges to implement brand strategy, to define the brand concept and content, to focuses on
the connotation and significance of the brand strategy of private universities; the third part
details the content of brand strategy--- Yantai Nanshan College, including brand positioning
and brand strategy in the campus culture, and Curriculum construction, faculty development,
scientific research, education brand of double certificates, inter-school exchanges and
cooperation and employment brand; the fourth part is opportunities and restraining factors
Yantai Nanshan College facing in the implementation of brand strategy, the opportunities
come from policy, market demand, investment entities, and their own institution, the
restraining factors come from social discrimination, the pressure of the resources of students
and the job market and the irrational faculty structure ; the fifth part proposes Yantai Nanshan
College several strategies to improve the brand strategy, mainly stating three strategies--brand
labeling strategies, teacher strategies and brand marketing. the sixth part, Conclusion.
Key words： Private colleges and universities; Yantai Nanshan University; brand strategy
Category Number: G647