Higher Education Brand Marketing Research

According to the law of development of higher education, after entering the stage of popularization, higher education will naturally come to the development period of content building and quality improvement. High quality educational resources which meet the needs of social development and consumers'demand will naturally evolve the brand competition among colleges and universities.In the sight of practice, higher education brand marketing appears on the background of marketization of the higher education, internationalization of the higher education and management socialization of the colleges and universities, which is consistent with the logic of higher education own development and also meet the needs of social development. Foreign famous universities are the typical form of brand marketing of higher education.At present, higher brand-building has begun from the level of school and local governmen up to the level of national policy, from the demand of the development of the schools themselves to national needs, from the individual spontaneous acts to the state initiative behavior.However, because of some reasons, for example, the lack of brand awareness in general, little successful experience of brand marketing in the domestic, the similar model of brand marketing, external weak support to brand marketing, colleges and universities brand marketing can't arouse the general concern from university administration department, college administrators and the community. There are still many problems in college and university brand marketing, such as, lack of personalizationthe, single means of marketing formalizations of marketing models.In view of the current situation, China's universities can be divided into elite universities, key universities and general universities. These three level schools can develop into brand schools, but their marketing strategy and marketing patterns are different.The brand marketing of elite universities emphasis on brand expansion, aiming at the international academic community and the world of higher education market; Brand marketing of key universities focused on brand building and education quality of service, the goal is to be first-class university in domestic; Brand marketing of general universities emphasis on the image building and difference of the educational services products. Of course, higher education brand marketing is not just a matter within the university, which are restrainted by concepts of education, education system, patterns of development and gouvernance. Colleges and universities must develop their brand marketing strategy for their own needs and characteristics, commitment and avoid market risks reasonably.There is no doubt that the brand universities of the University's core competitiveness and attractiveness are being recognized by people of insight in all walks of life. How to create a top-class university with Chinese characteristics in the world urgently address a topic to the higher education community and our government. Rreferenceing the research results about theory of educational services, marketing and brand marketing, from the University of brand marketing background to start, the writer elaborates the theory of higher education marketing and analyzes the domestic and international brand marketing research in colleges and universities. Combined with the current needs of Chinese universities' brand marketing, the paper focuses on the college public relations and cultural marketing strategy,at the same time analyses application of marketing strategy by taking the University of Warwick for an example. Finally, the writer has carried out some suggestions on how to build university brand and develop university brand marketing.