当前的时代是一个品牌的时代，品牌的重要性在社会的各个方面得到体现。 每一个组织、个人，甚至于国家，都需要品牌。浙江科贸职业技术学院（以下简 称科贸学院），作为一所新设的民办高职院校，其生存和发展尤其需要品牌，需 要把品牌作为核心竞争力来培育。 本文首先通过对高职教育理论、战略管理理论、品牌战略理论和大学品牌战 略理论的考察和深入分析，提出了创建科贸学院品牌战略所需的理论依据。 其次，从品牌资源、品牌战略存在的问题等方面，对科贸学院的品牌现况进 行了深入研究。科贸学院品牌战略状况在某些方面存在着与其他高职院校相似的 问题，但是其同时也有自身特殊的品牌资源优势。其优势体现在有形资源和无形 资源等两个方面，有形资源包括土地、房屋、教学设施、股东资金投入和地理位 置等基础性的物质条件；无形资源包括创始人教育报国的情怀、决策机制灵活、 无历史包袱、师生资源、荣誉资源和实训基地资源等方面。 再次，本文对科贸学院品牌战略环境进行了深入的分析，内容主要包括对国 内外和浙江省内高职院校关于品牌战略情况的分析。借助于对浙江省高校中高层 管理人员的问卷调查，发现绝大多数院校并未将品牌提升在战略的层面并构建系 统的品牌战略体系。大多数高职院校将其局限于在创建单项的品牌专业、品牌文 化等较低的层面。其品牌发展存在制度性障碍、多数中高层管理者缺乏品牌思维 和品牌管理能力、教育服务同质化严重以及缺乏品牌影响力等诸多问题。这些构 成了科贸学院制定和实施品牌战略的现实基础。 在上述分析的基础上，本文运用 PEST、波特五力模型和 SWOT 工具，对科贸 学院的品牌战略环境进行了综合分析，得出科贸学院构建和实施品牌战略具备的 优势、存在的劣势、享有的机会和面临的威胁等。 依据上述理论依据和现实基础，确立了科贸学院的品牌战略定位和目标。科 贸学院品牌战略的定位为：科贸学院应以学历与非学历高职教育为发展对象，以 专业建设为核心路径，基于科贸学院的专业、品牌识别、科研、社会服务和校园 文化等为社会所感知，有效匹配学院品牌资源，培养学院核心竞争力，使学院获 得竞争优势。科贸学院品牌战略的目标应当为：科贸学院要成为一所互联网专业 品牌特色突出，服务地方经济发展，具备强大品牌影响力和竞争力的高等职业技 术学院。在此上述品牌战略定位和目标之下，本文从品牌属性、品牌模式、品牌 识别、品牌延伸规划和品牌管理规划等多个方面，构建了科贸学院品牌战略体系。兰州大学硕士学位论文 浙江科贸职业技术学院品牌战略研究 IV 科贸学院的品牌战略属性应当为教育服务品牌和自创品牌，品牌模式应当为单一 品牌；品牌识别系统应当从理念识别、行为识别和符号识别三个方面进行构建。 把培养“态度积极、勇于担当和能够团队合作”等人才培养理念作为科贸学院品 牌理念识别的核心内容。因此，从组织制度和管理规范等两个方面建立品牌行为 识别的内部准则，从提供社会服务等方面建立品牌行为识别的外部准则，通过设 计一整套的 VI 设计系统，来建立科贸学院品牌战略的符号识别基础。在于品牌 战略延伸规划来说，专业化的品牌应该更符合科贸学院发展的需要。同时从建立 品牌管理制度着手，设立品牌管理机构，制定品牌授权、品牌使用和品牌维护的 相关机制，构建完整的品牌战略体系内容。 科贸学院品牌战略体系构建完成之后，要基于科贸学院作为民办院校资金实 力弱，新设院校的特点，结合互联网经济发展趋势和地方经济状况，创建与互联 网相关的特色专业，在专业培养方案、师资建设和校企合作等方面进行创新；要 以“认真积极的态度、负责担当的精神和团队合作的能力”为核心培育学生的职 业素养；突出物联网技术的科学应用研究，结合专业优势为社会服务和建设以“爱” 为主题大学文化等五大路径实施科贸学院品牌战略体系。 关键词：高职院校，品牌战略，高职教育兰州大学硕士学位论文 浙江科贸职业技术学院品牌战略研究 V RESEARCH ON BAND STRAGEGY OF ZHEJIANG VOCATIONAL COLLEGE OF SCIENCE AND TRADE Abstract The current era is a brand era, the importance of brand is reflected in all aspects of society. Every organization, individual, even the country, needs a brand. Zhejiang Science and Trade Vocational and Technical College (hereinafter referred to as Science and Trade College), as a newly established private vocational college, its survival and development especially needs brand, which needs to be nurtured as the core competitiveness. Firstly, through the investigation and in-depth analysis of higher vocational education theory, strategic management theory, brand strategy theory and university brand strategy theory, this paper puts forward the theoretical basis for establishing the brand strategy of science and trade college. Secondly, from the aspects of brand resources, brand strategy problems and so on, this paper makes a deep research on the brand status of Science and Trade College. The Brand Strategy of Science and Trade College has similar problems with other higher vocational colleges in some aspects, but it also has its own special brand resource advantages. Its advantages are embodied in tangible resources and intangible resources. tangible resources include basic material conditions such as land, housing, teaching facilities, shareholders' investment and geographical location. intangible resources include the feelings of Founders' education for the country, flexible decision- making mechanism, no historical burden, teachers and students resources, honor resources and training base resources. Thirdly, this paper makes an in-depth analysis of the brand strategy environment of Science and Trade College, which mainly includes the analysis of the brand strategy situation of higher vocational colleges at home and abroad and in Zhejiang Province. With the help of a questionnaire survey of middle and senior managers in Zhejiang universities, it is found that most colleges and universities have not upgraded the brand in the strategic level and constructed a systematic brand strategy system. Most higher vocational colleges limit it to the creation of a single brand specialty, brand culture and other lower levels. There are many problems in its brand development, such as institutional obstacles, lack of brand thinking and brand management ability of most middle and senior managers, serious homogenization of educational services and lack of brand influence. These constitute the realistic basis for the formulation and implementation of brand strategy in the Institute of Science and Trade.兰州大学硕士学位论文 浙江科贸职业技术学院品牌战略研究 VI On the basis of the above analysis, this paper uses PEST, Porter's Five Forces Model and SWOT tools to make a comprehensive analysis of the brand strategy environment of Science and Trade College, and draws the conclusion that Science and Trade College has the advantages, disadvantages, opportunities and threats in building and implementing the brand strategy. Based on the above theoretical basis and practical basis, the brand strategic positioning and objectives of the Institute of Science and Trade are established. The orientation of the brand strategy of Science and Trade College is as follows: Science and Trade College should take the higher vocational education with or without academic qualifications as the object of development, take the professional construction as the core path, and take the specialty, brand identification, scientific research, social service and campus culture of the College as the perception of the society, effectively match the brand resources of the College, cultivate the core competitiveness of the College, and enable the College to gain competitive advantages. The goal of the brand strategy of Science and Trade College should be: Science and Trade College should become a higher vocational and technical college with outstanding brand characteristics of Internet specialty, serving local economic development, strong brand influence and competitiveness. Under the above brand strategic positioning and objectives, this paper constructs the brand strategy system of the Institute of Science and Trade from the aspects of brand attribute, brand model, brand identification, brand extension planning and brand management planning. The brand strategic attribute of the Institute of Science and Trade should be education service brand and self-created brand, and the brand model should be a single brand. The brand identification system should be constructed from three aspects: concept identification, behavior identification and symbol identification. The core content of the brand concept identification of the Institute of Science and Trade is to cultivate talents with positive attitude, courage and teamwork. T