New Time China University Intangible Asset Management Countermeasure Research

Since 1999, college enrollment, higher education in China is experiencing an unprecedented scale expansion, which not only require more resources, support, and need for more efficient use of resources. In this rapid development process, the assets of colleges and universities how to do the rational allocation and effective management and improve efficiency in the use of assets to ensure that colleges and universities to preserve and increase assets, value added, has become a focus on the relevant state ministries and commissions to study and solve the new problems.Colleges and Universities asset management is a major issue, coverage is very broad. Also because of its large, it is the process of exploring ahead of the probability of a problem more related to broader the scope, in the face of the contradictions more acute. And in this major issue among the intangible assets, in particular the management of brand equity are often easily overlooked. Because in comparison to fixed assets, this is a non-physical forms of assets, good grasp, but also elusive. But look at China more than 10 years since the college enrollment took place between the various problems, the real headache for colleges and universities is precisely the reputation of those colleges and universities caused substantial damage to the "invisible" event! How to implement brand strategy and building a brand-name universities, so that colleges and universities in the development of the "eminent" in the eyes of the people to establish a glorious image of tall, promote the further development of colleges and universities? This is precisely the issue to explore in this paper is to study purpose.This paper describes the brand management of colleges and universities because of neglect lead to the formation of the current status of the people all the criticism, pointing out that "ivory tower" has been filled with clouds of higher education out of brand management is to be timely, so that the pearl dust renewed glory! Then, this paper reviewed the theory of the brand research, combined with the realities of Chinese universities on the brand and the brand connotation defined. This article comes down to the definition of the brand: the brand is the organization (profit organizations such as enterprises and non-profit organizations such as schools) through a variety of marketing tools in the market, deliberately shaping the product (service) or organization's image, personality, opinion, association and commitment, it is an outward manifestation as a series of distinctive symbols and marks, the inner essence is the consumer product or service value and benefits of emotional identity, reflects the product or service to consumers physical and emotional needs of the expression and satisfaction .This paper studied the various viewpoints of the connotation of the university brand is defined as three levels: First, students in the brand. This level mainly through high-quality students to the general recognition by society. 2 is a professional brand. Professional brand is through the social right to a professional recognition of the quality of students rose to the trust of a profession, thus forming the professional brand. Third, the school brand. When students brand, professional brand formed a certain scale, and has become the representative image of the whole school, the community has recognized the school has risen to the trust of the school, this time the school has a clear reputation of the brand characteristics, thus forming a university brand.On this basis, the paper demonstrates the fact that given a large number of college debt, academic fraud, employment, admissions, student personal safety issues such as the occurrence of hidden brand equity to the negative impact of colleges and universities, which leads to the next step in brand management colleges and universities lack the causes of analysis. Lack of brand management in colleges and universities through the analysis of the causes, we have come to the inertia of the planning system are still affecting the overall competitiveness of universities and sustainable development; the same time, college management of brand assets and other intangible assets, long-term absence is the main reason for restricting the further development of colleges and universities . In this paper, lead to cause of the problem with proposed adaptation strategies, the concrete implementation in colleges and universities to develop the brand strategy, brand management system implementation and development on the expansion of the brand extension, and in these areas gives the concrete implementation of the feasibility of Method:For colleges and universities to develop brand strategy, including brand positioning, brand shaping, brand extension and brand innovation. Colleges and universities to develop brand management strategies, we must first do a good job positioning the brand. For colleges and universities, the brand is a strategic asset, the key is to maintain a competitive advantage. This strategic role of the brand, calling the college accurate and clear brand positioning. Brand positioning is the notion of university, cultural values and social reputation of the true expression of superiority and strength of college integration. Second, to shape the brand; colleges and universities should be focused on brand building in three areas, one culture, shaping the brand. The University of the brand is its most enduring culture and personality, they define the meaning and basis for the University of the brand. Second, academic shaping the brand. The University's academic brand is the core element of its brand building, brand development is the core of the University of driving force in raising the university plays a vital role in brand value. Third, the market to shape the brand. University of the characteristics of its own non-profit decision of the university is the brand more attention to social benefits. Also in relation to enterprise, campus culture, tradition and innovation, the university should create and import their own CI, through the CIS will be implemented in college educational philosophy and spiritual culture, the use of the whole communication system (especially the visual communication system) to message communicated to the College of the internal and the general public, enabling them to produce the same value of the college sense of identity and cohesion. Finally, it is the brand extension and brand innovation. The expansion of the brand extension development, the university can extend the brand product and the original educational products, services, with the differences in the relationship between the choice of market brand extension and brand the industry lay extended in two ways. Colleges and Universities is an extension of the brand in the industry brands within the framework of the existing brands, expanding the brand line, is the brand in the industry, this area extends from top to bottom. Of course, not necessarily only a single brand strategy. Brands in the industry, including an extension of an extension of the different academic levels of education from academic education to an extension of the non-diploma education, colleges of professional brand extends to the fine, the introduction of university training, the establishment of the World Education Brand parks. Colleges and universities lay brand extension Brand extension refers to the main products in addition to education. The brand's core values to accommodate an extension product and extension of the product attributes and educational products that do not conflict with each other, brand extension can be bold. An extension of the brand outside the university sector can be summarized as the following form: First, school-enterprise and university-related stocks. These colleges and universities stocks included in prestigious universities in the future the tremendous support to enterprises and universities a huge brand intangible assets. Second, the University Press. University Press has its own unique advantages, especially the elite universities in the publishing market with the brand appeal to form a unique attraction. Third, relying on a strong scientific research institute, technical strength, the same for teaching, educational services product category for brand extension. Fourth, the socialization of logistics-oriented colleges and universities, independent, corporatization and the entity created by the brand extension.In the brand management system implementation, brand management colleges and universities should first set up a special agency to implement the unified leadership, classified centralized management at different levels of brand intangible assets, regulatory approach, colleges and universities to establish a scientific and orderly brand intangible asset management system; College Secondly, we should the establishment of emergency mechanisms for external information dissemination. Most emergencies are inevitable, which requires colleges and universities should not only strengthen the college students emergency psychological support system-building mechanism, but also establish an emergency mechanism to unexpected events came to do an active and proactive in responding. Finally, the colleges and universities but also to establish the brand intangible assets on a regular basis assessment system, will be the brand assets and other intangible asset management into the school finance system. As the complexity of managing intangible assets is difficult to state colleges and universities to conduct accurate financial accounting of intangible assets. At present, China's state-owned colleges and universities a considerable portion of intangible assets accounted for the small proportion of total assets, and some colleges and universities in the share of intangible assets, returns to the blank, and some colleges and universities to complete the intangible asset is a rough estimate of the amount of out, does not dictate the invisible an accurate accounting of the assets. Therefore, the brand assets and intangible asset management into the school's financial system, and the establishment of a complete set of intangible assets accounting system to become the brand and its other intangible assets, management of colleges and universities urgently need to address the problem.