Volunteer Service Brand Construction of the Communist Youth League: A Case Study of Qingyang Vocational and Technical College

With the continuous development of higher vocational education and social governance in China, volunteer service has become an important approach for cultivating students’ social responsibility, civic awareness, and practical ability. As an important youth organization in colleges and universities, the Communist Youth League plays a significant role in organizing volunteer activities and promoting moral education. Based on brand theory and organizational identity theory, this study takes Qingyang Vocational and Technical College in Gansu Province as a case study to examine the current situation, existing problems, influencing factors, and optimization strategies of volunteer service brand construction. The study finds that the college has achieved positive progress in volunteer organization, student participation, and campus cultural development through activities related to community service, environmental protection, rural revitalization, and public welfare. However, several problems still exist, including weak brand awareness, homogeneous activity content, insufficient media communication, incomplete management mechanisms, and limited school-community cooperation. These problems restrict the long-term development and social influence of volunteer services. This study suggests that vocational colleges should strengthen brand positioning, improve activity innovation, enhance digital communication, optimize management systems, and expand external cooperation to promote sustainable volunteer service brand construction. The research provides both theoretical and practical references for the innovation of Communist Youth League volunteer work in vocational colleges.

volunteer service brand; communist youth league; vocational colleges; organizational identity

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