A Research Into Brand Construction Of The Non-government Funded Colleges

The development of market economy promoted the formation of school main bodymultiplicity pattern and the intensification of the competition of educational market. As theimportant constituent of the socialist education enterprise, education run by the local people hasplayed the positive role in the market of education and has brought the vitality and the vigor forthe educational development of our country. With the coming of the time of higher educationpopularity, universities run by the local people saw the opportunities of development and thespring. But we need to keep clear-headed to the fact that the university managed by the localpeople can not be the same as the public university and the foreign university no matter what itis like in the history of running a school, subject construction, strength of teachers and materialsand reputation. Therefore while paying great attention to the construction of the school softwareand hardware , the university managed by the local people is supposed to promote the schoolbrand construction to the strategic altitude and must realize the vital role of the brand in theschool development. The reputation of the Brand and the promotion of esthetic education canbring the remarkable effect and the good school benefit to the school.The paper mainly elaborated the problems such as the brand construction ofnon-government funded colleges under market economy condition. It has also differentiated andanalyzed and made sure of the uses and functions of "the brand" which belongs to thephenomenon of economical domain. Specially it has given the detailed elaboration to thequestions which should be paid attention to in the brand construction process of universitiesmanaged by the local people such as the definition of the concept of brand university run by thelocal people, connotation and extension and creation strategy.The paper is divided into four parts: The first part is the difficult situations and thedemands of the non-government funded colleges under the market economy condition, itindicates the non-government funded colleges must walk the Road of branding of running aschool;The second part is the definition and explanation of the brand theory of thenon-government funded colleges;The third part is the strategy analysis of brand constructionof the non-government funded colleges;The fourth part is the conclusion that point out thatthe school brand construction does not mean the end of branding .The brand is a dynamicdeveloping process of brand construction, the brand expansion ,the brand extension and thebrand management.