摘 要
21 世纪是人才竞争的时代，得人才者得天下。《国家中长期教育改革和
发展规划纲要（2010－2020 年）》确定了我国的教育工作方针为“优先发展，
育人为本，改革创新，促进公平，提高质量”。目前学校同质化竞争日趋严重，
学校品牌化已经成为时代的要求。哈尔滨第 27 中学校建于 1956 年，是一所
有着辉煌历史的学校，由于多种原因造成体制僵化，教育教学质量大幅下滑，
导致招生数量每况愈下，生存还是死亡，不得不做出艰难的抉择。加快品牌
建设，重振学校雄风成为学校的的不二选择

本文通过在哈尔滨第 27 中学校现状深入研究的基础上，理论与实践相结
合，以建立哈尔滨第 27 中学学校品牌系统为目的，提出了学校品牌建设的策
略。本文首先提出了选题的背景，目的及意义，并对国内外关于学校品牌建
设的相关理论深入阐述，为哈尔滨第 27 中学校品牌建设策略打下坚实的理论
基础，在此基础上确定了本文的主要结构。继而阐述了品牌和教育品牌的含
义与构成要素，提出了学校品牌建设策略的七个步骤：学校品牌诊断、学校
品牌定位、学校品牌的选择、学校品牌 CIS 设计、学校品牌传播与推广、学
校品牌核心要素建设、学校品牌的维护与提高。运用多种分析手段全面而深
刻分析了哈尔滨第 27 中学校品牌建设现状和存在的问题，并在其基础上围绕
着学校文化、教师团队、学生团队、社团活动、社区活动五个主要方面提出
了哈尔滨第 27 中学校品牌建设的策略。提出通过建立品牌理念、适宜的组织
制度以及严格的品牌管理制度保障品牌策略的实施。对品牌建设策略控制和
评价进行了深入探讨提出以人员专业培训与激励为主，明确考核关键绩效指
标，做到有岗必有责，有责必有岗

品牌建设是一个新兴的课题，希望本文对一些学校品牌建设阶段中出现
的问题能够提供了一定的参考和借鉴意义

关键词：学校品牌；品牌建设；品牌策略
Abstract
21 century is the era of talent competition, Talents are in it will not lose the
world,National medium and long-term educational reform and development
program (2010-2020 year ) determine the country's education work principles for
the develop education as a priority, educate people-centered, forward the
educational fairness, improve education quality . At present the school is in a
serious homogenization of competition, school brand has become the demands of
The Times. Harbin NO. 100 Middle School was built in 1956.It has a rich
history.However, there exist a lot of problems in fields of idea and ideology,
management system. the quality of education and teaching declines,which lead to
recruit the number of students worsened, and to live or to die,which makes us
have to make tough choices. The preferred method is to speed up the school
brand construction and in order to rise up from the ashes.
This article goes into more detail on the basis of the Harbin NO.27 Middle
School current situation, On the basis of methods of theory and practice, in order
to set up the Harbin NO.27 Middle School brand system, puts forward the school
brand strategy. This paper demonstrates the background of the topic, the
purpose ,significance and the research results at home and abroad, makes a solid
theoretical foundation for the Harbin NO.27 Middle School brand strategy and
proposes structure on the basis of previous studies.And then expounds the
meaning and components of brand and education brand, puts forward the seven
steps of the school brand strategy: school brand diagnosis, school brand
positioning, school brand choices, school brand CIS design, brand
communication and promotion, school brand core elements construction, the
school brand maintenance and improvment. Make a comprehensive and deep
analysis of the brand construction situation and existing problems of the Harbin
NO. 27 Middle School with a variety of analysis means, and put for ward the
school brand construction strategy around the school culture, teachers team,
student team, club activities, community activities five main aspects . Establish
the brand concept, suitable organization system and strict brand management
system to protect the brand strategy implementation. Discuss the brand