Research On The Brand Strategy Of Private College In China

The Positioning theory, the core competition theory and the value-added theory in economy let us recognize that the core values of the brand in the enterprise and the brand strategy of private colleges are based on these theories. The brand strategy is the integration of the various elements of brand building. Currently, for the most private colleges and universities in China, the implementation of brand strategy can benefit the training of qualified personnel, win broad market for the school’s development, bring convenience to the selection and recognition for school audience. In recent years, the private colleges and universities in China get some good results, Such as the construction of school site tend to improve, the enrollment propaganda way tend to be rich and varied, the cooperation with foreign countries tend to increase. However, the private colleges brand strategy still exist many problems of internal, external, such as unstable living environment of private colleges and universities, blind imitation which exist in private colleges’ brand building process, the lack of brand awareness of the operator, improper positioning, lack of cultural connotation, the constraints of the internal operation mechanism of private colleges and so on. Taking further analysis of existing problems, its reasons can be classified to three levels of government, school and social. Response to these issues, this study proposes a six-point private colleges brand strategy measures, they are:recognizing the brand effect, establishing the brand awareness; reasonable positioning to make a long-term planning; rationalizing the relationship between the parties to create a sound environment; strengthening the course building, nurturing characteristic majors; taking the internationalization strategy and buildind famous brands; cultivating unique university culture and enriching the brand core.