本文就上海电大面临竞争环境与发展机遇的关键时刻，试通过借鉴企业在市场运作中实施品牌化战略的成功经验，引入到高等教育领域，同时结合上海电大教育发展的实际情况，从五个方面较详细地阐释上海电大实施品牌化战略的必要性与紧迫性、实施品牌化战略对电大教育发展的作用和意义、上海电大实施品牌化战略的基础等，并进而提出实施品牌化战略的途径及需要注意的问题。
关键词: 成人高校 上海电大 发展教育 品牌化战略 运用思考
Abstract: The brand of modern enterprise is an effective weapon in the competition on the market. Its unique power is can，t be replaced by any other methods. Thus, it is honored, and widely practiced by industries and businesses. However, it is ignored in the area of high education. Few universities invest much to build it. With the entry of WTO, and the further liberated educational market, the competition similar with those in commercial battles will appear in the education. A new round of competition has begun, and it will turn more severe. How to react to the situation is a question which must be answered by shanghai TV University and other adult institutes.
The essay will indicate the necessity and urgency of the brand building, it，s significance and condition on five levels. At the same time, the essay will suggest the approaches, and remind the possible risk.
Keyword： Adult University, Shanghai TV University, Education Development, Strategy of Brand, Practice of Refection
