Research Of Building Higher Distance Education Brand Based On Campus Culture

In the current distance education industry in China, with increased competition in the higher distance education market, the brand has become a higher distance education institution's core competitiveness. How to create a higher distance education brand, to achieve the competitive advantage of higher distance education institutions, has become a real issue in front of practitioners and Experts. On the basis of drawing on previous experience in brand building for higher distance education, combined with management, marketing, culture and other disciplines of knowledge, this study presents a new research perspective, that is, constructing distance education campus culture as the starting point for higher distance education brand, in order to achieve a certain breakthrough in theory and practice of higher distance education brand.This study used literature, research and comparative analysis as research methods. This study first analyzes the concept of higher distance education brand and distance education campus culture, and then discusses the role of distance education campus culture in the constuction of higher distance education brand. Based on this,this study presents the idea of shaping the higher distance education brand, that is:to create a higher distance education brand identity system, upgrade the education quality of higher distance education institution, create a characteristical higher distance education brand and promote the spread of higher distance education brand by constructing distance education campus culture.In this study, through combing the relevant content of higher distance education brand and distance education campus culture, proposed the idea of building higher distance education brand based on the distance education campus culture, in order to provide a reference for theoretical researchers and practitioners in the field of higher distance education, and promote the long-term development of distance education.