一、前言随着我国高校办学体制改革的不断深入,高校之间的竞争越来越激烈,高校品牌形象的重要性日益凸现。有着良好形象的高校,更能吸引优秀的生源报考,毕业生在就业上也比较容易获得社会的认可。此外,高校品牌形象在争取政府相关部门支持、吸引优秀人 I. Introduction With the continuous deepening of system reform in running higher education institutions in our country and the increasingly fierce competition among colleges and universities, the importance of brand image of higher education institutions has become increasingly prominent. Colleges and universities with a good image are more likely to attract outstanding students for admission. Graduates are also more likely to gain social recognition in employment. In addition, the university brand image is gaining the support of relevant government departments and attracting outstanding people