Research On The Brand Strategy Of Private-Owned Vocational Technical College

After years' of development, China's higher vocational education has made phased achievements in the aspects of quantity, quality, levels as well as modes of education. The private-owned vocational colleges have shifted into a new stage of connotation development by improving education quality and laying stress on the effiency from the stage of rapid development; their development train of thought is further clarified and the integration of production, study and research is overall implemented; the education reform is continguing deepening, and some of which were approved by the society; the government is attaching more and more importance on the private higher education, and its policies and measures to the private education are further improved; However, few strategic researches on the development of China's private higher education were found owing to its short development history, especially researches combined with a specific private vocational college. This article took Ningbo Dahongying Vocational Technical College for an example, and put forward several feasible strategies of implementing brand development according to its reality and development history.With the research and the basic theories of higher vocational education and enterprise brand strategy as well as the methods of material analysis, positive analysis and quantitive analysis, this article elaborated the reasons of choosing this topic and summed up the current situation of China's private vocational college as well as introduced some relative concepts such as brand development and brand strategy of private higher education. Meanwhile, this article analyzed the main problems of brand development and the internal and external environment of Ningbo Dahongying Vocational Technical College by the integrating China's higher Vocational education with the actual situation of Zhejiang provence. Finally, some usuful aims and specific propositions of implementing brand development strategies were put forwarded on the basis of the analysis.