作为国家级学历证书考试的高等教育自学考试已经经历了30个春秋,可是,这样一种经历了几十年仍然焕发勃勃生机的考试形式却没有自己应有的、统一的、具有竞争性和鲜明独特个性的识别形象。本文就形象建设、专业建设、考务建设、服务建设等方面对自学考试品牌创建作了初步思考。 As a state-level diploma exam has gone through 30 years of higher education self-study exam, but such an exam form has been going through decades of still full of vigor and vitality does not have its own, unified, competitive and distinct Unique personality recognition image. This article made a preliminary reflection on the brand building of self-study examinations on the aspects of image construction, professional construction, test construction, service construction and so on.