基于管理服务的远程教育品牌建设研究与实践

Research and Practice of Building Distance Education Brand Based on Management Service

在当前我国远程教育日益多元化的格局中，品牌成为远程教育机构的核心竞争力。本文借鉴市场营销中的”品牌”概念，分析了远程教育品牌及其个性特征，并提出管理服务是电大品牌的核心。在此基础上，论文阐述了上海电大教育品牌建设的实践，试图为我国电大教育品牌的建设提供借鉴作用。

Brand is the core competitive power of an institute in the diversification of distance education in China now. Using the concept “brand”， the article analyzed the characteristics of distance education brand， and recognized the management service as the core TV universities’ brand. Then the article described the practice of building education brand in Shanghai TV University to giving some advices to other TV Universities.