社会经济模式转变促使高等教育呈现多元化方向发展,高等教育质量不断提高的同时,高等教育办学定位,办学特色得到更广泛关注,高校在市场竞争中更注重突显自己的办学宗旨,强化办学特色。国内外知名高校在自我成长和发展的过程中,非常注重具有自我特征属性的治学传统和人文品性的养成,塑造极具识别性的高校品牌。塑造高校品牌,即是打造高校灵魂。独具特色的办学理念是高校品牌塑造的核心,内在表现为一个学校的办学定位、治学精神、管理策略、行为规 The shift of socio-economic model has promoted the diversification of higher education and the improvement of higher education. Meanwhile, the orientation of running higher education and the characteristics of running a school have drawn more attention. The competition in colleges and universities places more emphasis on highlighting the purpose of running a school and strengthening the characteristics of running a school. In the process of self-growth and development, well-known domestic and foreign universities attach great importance to the development of the academic tradition and humanistic nature with the characteristics of self-characteristics and create a highly recognizable college brand. Shape college brand, that is, to create the soul of colleges and universities. Unique concept of running a college education is the core brand building, the inherent performance of a school’s school positioning, spirit of study, management strategies, rules of conduct