College Ideological And Political Work In The Brand Cultivation Research

College ideological and political work is a education practice, which cultivate and shape the college students' ideological and moral quality of new era. Ideological and political work in society's popularity react its status. And ideological and political work' influence on college students can react its effect directly. In new period, socialist market economy operation improvement, increasing the popularity of college ideological and political work, expanding the influence of college's ideological and political work, need a innovative way which comply with the trend of The Times and reflect the era characteristics.This paper start from brand cultivation of the college ideological and political work, and use the brand theory which is a mature science at present. Considering the properties of college ideological and political work itself first, then make it combined with brand theory. In addition, the author analyzes the possibility and feasibility of the brand cultivation of college ideological and political work. The key of this part is the brand cultivation paths and methods.The first part, first with the brand theory as a foundation, explains the connotation of the brand and the brand cultivation, brand of characteristics, brand of function, brand theory field. Secondly, based on the characteristics of college ideological and political work, analyzes its mutual infiltration and mutual fusion places with brand theory to find out the feasibility and possibility of brand cultivation of college ideological and political work. And then deduce the definition of brand cultivation of college ideological and political work. Again, analyzes the elements of college ideological and political work' brand, which provide theoretical support for below.The second part, based on the special properties and characteristics of college ideological and political work, and distinguish college ideological and political work' brand cultivation with traditional company and enterprise'. And then study the characteristics and significance of this article, which are just a foreshadowing for below.The third part, combining the practical problems, from two aspects of theory and practice, study the current college ideological and political work of brand cultivation. According to the research we know that there is no brand in college ideological and political work now. Both the theory and practice are not enough. Through studying successful examples of brand practice and environmental factors of college ideological and political work, we find out some reasons.The fourth part is one of the highlights of the paper. First starting form Marxist philosophy which emphasize theory contacting practice, second based on the path of college ideological and political work, the author puts forward the path of brand cultivation of college ideological and political work.The fifth part is the key of this paper. Considering the characteristics, reasons and paths which were mentioned before, the author advances three stages to cultivate college ideological and political work' brand. The three stages are brand determining, brand making and branding spreading in order.This paper is based on the theory of ideological and political education, the methods of ideological and political work and brand cultivation theory. The mainly methods are looking up interdisciplinary literature material, etc. The innovation of this paper is combining the brand cultivation of college ideological and political work with the effectiveness of the ideological and political work, combining theory with practice. Also, the author pay attention to the feasibility from theoretical aspect and maneuverability form practical aspects. Giving angles and offering aspects to discuss the paths of brand cultivation of college ideological and political work. All of these are novel and practical.