地方高校一流本科专业建设点生态定位研究
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国家民委高等教育教学改革项目“服务于民族地区乡村振兴的新经管创新创业人才培养研究”;西昌学院2021-2023年校级高等教育人才培养质量和教学改革项目“全面推进四川民族地区乡村振兴的新经管专创融合人才培养改革与实践”。


Study on Niche Positioning of Local Universities'' First-class Undergraduate Program Construction
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    摘要:

    增强地方高校一流本科专业建设点的吸引力和品牌竞争力,关键在于专业的精准定位,满足利益相关者需求。探析“一流本科专业”深层含义,结合教育生态学、生态位理论及定位理论,提出“专业生态定位”的概念,阐释其原理,为专业生态位有效分离、错位竞争及精准价值点选择提供理论支撑。研究发现,地方高校普遍存在的人才培养方案同质化、品牌形象缺少差异化、成长目标模糊和价值定位不清晰等问题,降低了其专业应有的创新性和特色,削弱了其成为教育标杆的潜力。依据“专业生态定位”原理提出需求细分与错位营销、对象选择与形象重塑、标准建设与引领需求、缝隙定位与创造价值等针对性策略,为地方高校一流本科专业建设指明了改进方向。

    Abstract:

    Increasing the attraction and brand competitiveness of local universities'' first-class undergraduate programs is critically dependent on precise positioning of the programs offered and satisfying interested parties'' needs. This paper delves into the depth of "first-class undergraduate programs", and, in combination with educational niche, niche theory, and positioning theory, introduces the concept of "niche positioning of academic programs". It elucidates the principles underlying this concept, providing theoretical support for effective separation of academic niches, stagger competition, and precise selection of values. Our study identifies prevalent problems in local universities, such as homogenization of education programs, lack of distinctive brand images, unclear development goals, and vague value targets. These problems diminish the innovative and distinctive nature of their programs, reducing their potential to serve as benchmarks in education. Based on the principles of "niche positioning of academic programs", our study proposes targeted strategies, such as needs segmentation and differential marketing, target selection and brand image recreation, standards development and leading market needs, and niche positioning and value creation, so as to point to directions for improvement in first-class undergraduate program construction in local universities.

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周伟韬,陆铭宁,郭娟.地方高校一流本科专业建设点生态定位研究[J].西昌学院学报(社会科学版),2024,36(5):112-120.

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  • 收稿日期:2024-01-22
  • 最后修改日期:2024-09-21
  • 录用日期:2024-03-11
  • 在线发布日期: 2024-10-18