高职院校校园文化品牌建设路径探析

在教育市场化程度提高和高等职业教育大发展的背景下，品牌发展已经成为高职院校校园文化建设的必然，加强校园文化品牌建设也已成为高职院校内涵发展的重要支撑。文章认为校园文化品牌建设是校园文化发展的更高追求，也是高职院校特色发展的必然趋势，并围绕校园文化品牌建设的四个原则，以连云港职业技术学院为例，积极探讨高职院校如何在自身校园文化建设基础上凝练、丰富、创新校园文化建设品牌。

On Brand Construction Path of Campus Culture in Higher Vocational Colleges

With improvement of education marketing and rapid development of higher vocational education, brand development has become inevitable in campus cultural construction. Brand construction of campus culture has become the im- portant backbone of college connotation development. Brand construction is the higher pursuit of the campus culture development and also the inevitable trend in featured development of higher vocational colleges. The paper, surrounding four principles, takes Lianyungang Technical College as an example to actively explore how vocational colleges simplifies, enrich and innovates brand construction on the basis of their own campus culture building.