国家开放大学与地方广播电视大学是一个统一整体,其品牌建设不能只停留在国家开放大学本身层面,而是应该把全国广播电视大学系统纳入统一规划。本文从分析开放大学学生的“组织属性”出发,重新阐释了国家开放大学与社会组织之间的关系,对影响国家开放大学品牌建设的关键变量进行了筛选,描绘了国家开放大学品牌成长轨迹,给出了国家开放大学品牌建设策略选择。 National Open University and local radio and television university is a unified whole, its brand building can not only stay in the national open university level, but should integrate the national radio and television university system into a unified plan. Based on the analysis of the “organizational attributes” of open university students, this paper reinterprets the relationship between open national universities and social organizations, screens the key variables that affect the national brand building of open universities, and depicts the growth of the national open university brand Track, given the choice of national brand building strategy of open university.