基于品牌个性理论的大学品牌塑造——以云南民族大学为例
University Brand Development Based on the Theory of Brand Personality—A Case Study of Yunnan Minzu University

当今社会，随着教育的大众化，各大学之间同质化问题日益严重，为了将本校与同类院校区别开来，各高校逐渐开始重视大学品牌在学校营销中的运用，希望通过塑造与众不同的品牌形象、品牌个性来吸引目标消费者。在管理的视角下，如何有效地整合和利用自身的实体资源和无形资源，如何塑造良好的形象、提升知名度和美誉度，以此获取竞争优势，是每一所大学都需要深思熟虑的问题。在云南民族大学现有的学科实力、教师资源和学校规模增长缓慢的情况下，如何迅速提升云南民族大学的全面知名度和美誉度，在众多高校中，重新找到属于自己的位置，显得极其关键。然而，各行业品牌个性维度研究大多数针对的是消费市场，而专门针对大学这种非营利性机构的品牌个性维度的研究则少之又少，而且传统的企业品牌个性量表可能无法精确地测量大学品牌个性。鉴于此，文章试图运用实证研究方法，以云南民族大学为例，对云南民族大大学的品牌个性维度进行提炼，实现对云南民族大学品牌个性的测量，并初步建构云南民族大学品牌个性维度量表，为大学品牌个性量表的研究进行优化补充，并为今后云南民族大学建设自身特色品牌以及自身品牌的未来发展策略提出意见建议，也为其他高校构建自身品牌形象提供了借鉴性意见。
In today’s society, with the widespread accessibility of education, the issue of homogeneity among universities is becoming increasingly severe. In order to differentiate themselves from similar institutions, universities are gradually placing emphasis on incorporating university branding into their marketing strategies, aiming to attract target consumers by establishing a distinctive brand image and personality. From a management perspective, it is crucial for every university to carefully consider how to effectively integrate and utilize both tangible and intangible resources in order to build a favorable reputation and enhance visibility. This will enable them to gain competitive advantages. Given the slow growth rate of Yunnan Minzu University in terms of discipline strength, faculty resources, and institutional size; it becomes imperative for them to rapidly improve their overall visibility and reputation within the vast landscape of higher education institutions. However, most research on brand personality dimensions across various industries primarily focuses on consumer markets. There is limited research available specifically addressing brand personality dimensions within non-profit organizations such as universities. Moreover, traditional enterprise-based brand personality scales may not accurately measure the unique characteristics associated with university brands. In light of this, the present study aims to employ empirical research methods and utilize Yunnan Minzu University as a case study in order to refine the dimensions of Yunnan Minzu University’s brand personality, achieve the measurement of its brand personality, and preliminarily construct a dimension scale for its brand personality to optimize and supplement existing research on university brand personality scales. Additionally, it offers suggestions for Yunnan Minzu University to establish its distinctive brand identity and develop a strategic plan for future branding efforts, while also providing reference recommendations for other universities seeking to cultivate their own