The Brand Construction Of Economics And Management Higher Vocational Schools In China

The development of economics and management higher vocational schools has witnessed the whole process of the reform and opening-up in our country. Many economics and management higher vocational schools built up to meet the requirement of the reform and opening-up. Whether in the period of training or in the period of academic education, supplying applied economics and management talent for the society has always been the target of economics and management higher vocational schools. Although, the development of economics and management higher vocational schools has covered only twenty years, but the schools have really make contributions to the society development. At present, economics and management higher vocational schools have suffered from much pressure. For example, people sometimes misunderstand the schools. What's more, the universities who offer undergraduate courses enroll more and more new students these years, it makes the economics and management higher vocational schools have to face the competition of new students. Additionally, in comparison with the academic universities, there are big gap between the economics and management higher vocational schools and the universities. Actually, the society need large amount of students who have studied in the economics and management higher vocational schools, but many companies couldn't find students that perfectly meet their need. As a result, the employment rate of economics and management higher vocational schools isn't well, although the specialties in these schools are popular even hot.Many researches are focusing on these problems, and many experts brought forward some methods to solve the problems. This paper argued that economics and management higher vocational schools must contribute their own brands. And the brands will play an important role in attracting high school graduates and employees. On the analysis of the origin and pressure of economics and management higher vocational schools at the beginning, the paper pointed out the main problems:the unreasonable structure and quantitative unsuitability. Then the paper introduced the duality of the economics and management higher vocational schools'brand. Next, the paper quoted Brand Economics theories, and then introduced the factors that higher school students, students and employees considered before they make the final decision. On the basis of analyzing different prospect combinations of them, the paper raised up that economics and management higher vocational schools should built up such kind of brand, it is "directive professional technology brand". At the end, the paper introduced some methods:make use of advantages, optimizing teaching structure, developing communications strategies, and developing joint training with the companies.This paper will try to find a proper way for the development of economics and management higher vocational schools.