文化视域下的大学品牌塑造

大学品牌的内涵包括知名度、美誉度、忠诚度三个维度，体现了大学自身的价值和功能。大学品牌的精神追求和思想内涵是对大学核心价值的深化和升华。大学品牌建设就是学校建设和发展过程中的一种文化现象，具有鲜明的文化特征。大学品牌建设应重点放在培育大学精神、创新大学理念、塑造学校形象、优化人文环境、建构大学制度等方面。

The Mould of University Brand under the Culture Visual Angle

The university brand includes three dimensionalities of popularity, good reputation and loyalty; this has reflected the university＇s own value and function. The spirit pursued and idea meaning of the university brand deepens and sublimes the university core value. The construction of university brand is a kind of culture phenomenon during the construction and development of the university, it possess the distinct culture characteristics. University brand construction should pay attention to cultivating the university spirit, creating the university idea, molding the university image, optimizing the humane environment, constructing the university system.