本文共分六个部分。第一章引言，介绍该研究产生之背景，阐述研究的价
值和意义，以及研究的内容和方法，为下面的论述奠定理论基础。第二章是相
关基础理论的介绍和概念的界定， 综述目前国内外该课题已经完成的研究成
果。第三章阐述了新建地方本科高校实施品牌战略的意义与现状。首先分析新
建地方本科高校办学的共性，基础相对薄弱。新建地方本科高校实施品牌战略
有其特殊的方面，必须学会错位发展。实施品牌战略，有利于加快学校管理体
制的改革；有利于整合校内外教学资源，有助于提升学校声誉，吸引更多优秀
人才加盟；有助于吸引优秀生源，有助于毕业生就业。第四章分析了莆田学院
品牌战略的实施途径。主要从四个方面进行阐述:准确定位是学校品牌战略的基
础；创立特色是学校品牌战略的关键，提高质量是学校品牌战略的核心，品牌
推广是高校实施品牌战略的必需。第五章是莆田学院实施品牌战略的实践，这
部分主要以莆田学院实施品牌战略的实践为研究对象分析了莆田学院实施品牌
战略的措施。第六章结束语，概括本文的主要内容和观点。
关键词： 高校；品牌战略；品牌定位；品牌推广；新建地方本科院校Abstract
With the rapid development，the competition during the higher education has
become more and more intense. The school autonomy for universities is gradually
expanding. Because of some congenitally deficient producing in the development
process， new local undergraduate colleges and universities must learn to grasp the
way to be one of the focuses and hot spots in universities in the fierce competition
today.
In this paper，the brand theory in the field of business management of enterprise
is reviewed. A new way is put forward in this paper， which is to shape the university
brand and to carry out the brand strategy. This way will make Putian University，
which is a newly built local college in development， keep growing up healthy. There
are six chapters in this paper. In the first chapter， the background of this study， the
value and significance of this study and the method to do the research are introduced.
All the theoretical knowledge will be used in the following discussion. In the second
chapter， some related basic theories and definitions are reworded. And then some
existed research results at home and abroad are listed. In the third chapter， the
significance and status of the implementation of brand strategy of new local
undergraduate colleges and universities are elaborated. The foundation for the
Newly-built Local Universities in general is relatively weak. So these universities are
far less from the experienced universities. They must learn to dislocation
development because they have their special aspects in the implementation of brand
strategy for the new local undergraduate colleges and universities. Brand strategy is
the inevitable way for the fierce competition of higher education market. The
implementation of brand strategy will speed up the reform of school management
system. If a university wants to integrate the teaching resources， improve the
reputation of the school， and attract more excellent talents， then the brand strategy
for this university is necessary. If brand strategy is carried out successfully in
universities， it will be helpful in attracting outstanding students and in graduates
employment. Finally in this chapter ， the necessity and urgency of the
implementation of brand strategy for new local undergraduate colleges and
universities are analyzed..In the fourth chapter， the way to implement the brand
strategy is studied. The brand strategy can be carried out following by four steps.
Accurate localization is the basis step of school brand strategy. Then the orientation
contents， positioning principles and positioning strategy for Putian University are
expounded. Creating characteristic is the key step for school brand strategy. Then the
specific meaning of the characteristics for the school running of higher school and the
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