但是，在高等职业技术院校发展的同时，其社会认可度较低、教学质量有限等问题也相
继暴露出来，使得高职院校在当前竞争环境中难以凸显优势，其规模的持续扩大带来的
是教育质量的明显下滑。因此，如何转变当前高职院校教育形式，打造高质量教学，提
升品牌竞争力，继而实现特色教学成为教育界关注的重点，这就促使了教育品牌服务竞
争力理念的提出，同时也推动了企业管理思想、方法、技术等在高等职业院校管理中的
应用，对高职院校的发展产生深刻影响，从而推动高等教育变革的实现。在这种情况下，
对高职院校服务品牌竞争力提升策略进行研究不仅能够进一步完善教育服务品牌的相
关理论，还有利于促进高职院校教育内涵的提升，使得高职院校能够更好的适应当前社
会发展需要，有效应对社会环境变化带来的各种挑战，从而顺利推进外延式发展向内涵
式发展的转变
本文以品牌竞争力提升为核心，以河北某职业技术学院作为研究对象展开研究，并
采用多种研究方法相结合的方式推动了论文研究的顺利进行。首先，从高等职业教育服
务品牌竞争力的相关理论着手，利用文献综述的研究方法进行分析，了解高职教育服务
品牌竞争力的概念、理论基础和构成要素，为后文研究奠定了坚实的理论基础。其次，
本文在理论研究的基础上选择河北某职业技术学院作为研究对象，通过案例分析的方式
对其服务品牌成长现状、存在的问题及制约其品牌竞争力提升的内外部因素进行探讨，
从而将具体理论同客观实际有效结合起来，实现共性研究向个性研究的转变，继而在个
性研究中解释服务品牌竞争力提升的客观特征和发展规律，保证该研究的有效性和客观
性。经研究显示，该院校存在内部和外部两个方面的问题，而产生这些问题的原因主要
在于服务品牌竞争力存在学院文化、管理、教学科研、营销等多方面的竞争力都并不完
善，发展严重受限，后续动力不足等。最后，本文在前文研究的基础上提出其服务品牌
竞争力提升的具体策略，即从更新办学服务理念、改进质量管理体系、创新人才培养模IV
式、增强社会服务能力等四个方面着手，从而促进该校教育教学质量的提高，为其科学
发展指明方向。不仅如此，还从制度管理、精细管理、标准管理和人性管理四个方面提
供了相应的保障措施，从而保证品牌竞争力的顺利提升，实现科学化发展
关键词：高职院校 服务品牌 竞争力 策略研究V
Abstract
With the increasing demand for skilled talents, vocational college has come into people&39;s
field of vision, and its importance has graduall y become prominent, which has gained wide
attention from the society . The higher occupa tion education as a kind of occupation of the
University, for the cultivation of talents plays an important role in the development speed is
obvious to people, output a lar ge number of technical talents for the enterprise, as a social
contribution to the development of a major power, has become an important integral part of
higher education in China. However, in th e development of higher occupation technical
college at the same time, the low social recognition, such as limited teaching quality problems
have been exposed, the higher vocational colleges to highlight the adva ntages in the current
competitive environment, continued to expand its scale to b ring the quality of education is
obviously down. Therefore, how to change th e form of education in higher vocational
colleges, to create a high quality of teaching, enhance brand competitiveness, and realize the
characteristics of teaching has become the focus of attention of the education, so put forward
the education brand service concept of competitiveness, but also promote the application of
enterprise management thoughts, m ethods and techniques in the managem ent of higher
occupation colleges, produce a profound i mpact on the developm ent of higher vocational
colleges, so as to promote the realization of higher education reform. In this case, the relevant
theory of higher vocational colleges to enhance the competitiveness of service brand strategy
research can not only further im prove the educational service br and, and prom ote the
connotation of higher vocational ed ucation, the higher vocational colleges to better meet the
needs of social development, challenges to the social environment and effective change, so as
to promote the transformation of the extension type of the development to the connotation .
In this paper, the cor e competitiveness of the brand as the core, a Career T echnical
College in Hebei as the research object, and th e use of a variety of research methods to
promote the smooth progress of the paper . First of all, starting f rom the related theory of
brand competitiveness of higher education serv ice occupation, were an alyzed by using theVI
method of literature su mmary, understand the concept, service brand competitiveness of
higher vocational education and the theoretical foundation of th e elements, has laid a solid
theoretical foundation for later study. Secondly, this paper c hooses Hebei Career T echnical
College on the bas is of theory research as the research object, discus ses the internal and
external factors by means of case analysis of the status quo, service brand growth problem s
and restricting its brand competitiveness, which will be th e specific theory with objective
reality together to realize the transformation of research to common personality research then,
explain the personality research in the objective characteristics and the law of development of
services to enhance the brand com petitiveness, ensure the ef fectiveness of the study and
objectivity. The research shows th at in the two aspec ts of internal and external problems of
the colleges, the reasons for these problems mainly lies in the service b rand competitiveness
has many aspects of culture, school m anagement, teaching and research, marketing
competitiveness is not perfect, the development is severely limited, lack of follow-up power
etc.. Finally, this paper puts forward specif ic strategies to enhan ce its serv ice brand
competitiveness on the basis of pr evious studies, from the school update serv ice concept,
improve the quality m anagement system, innovating the mode of talent tra ining, the four
aspects of enhancing the social service ability and so on, so as to promote the teaching quality
of the school education and im prove the scientific development direction. Not only that, but
also from the system management, fine management, standard management and human nature
management four aspects to provide the corres ponding safeguard measures, so as to ensure
the smooth promotion of brand competitiveness, scientific development.
Key Words: Higher Vocational Colleges，Service brand，Competitive power，Operational
researchV
I
目录
中文摘要.....Ⅲ
英文摘要.....Ⅴ
1 绪论.......1
1.1 研究背景...........1
1.2 研究目的及意义.....2
1.2.1 研究目的.......2
1.2.2 研究意义.......2
1.3 国内外研究现状.....2
1.3.1 国外研究现状...2
1.3.2 国内研究现状...3
1.4 研究内容及方法.....4
1.4.1 研究内容.......4
1.4.2 研究方法.......5
1.5 研究的创新点.......5
2 服务品牌竞争力相关理论分析.
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