Study On The Brand Construction Of The Merged Higher Education Institutions

Under our country higher education organizational reform impetus,the universities in 2000 achieved the highly merge tide, the universitiesmerge was enhances the resources use efficiency one method, in fact,universities' merge expanded the school scale, has implemented resourcessharing, this greatly enhanced the resources rational distribution withoutdoubt, also raised the resources use factor, between the discipline alsoobtained supplementarily, promoted the discipline development. After themerge universities right to independence gradually is expanding, becomesthe higher education market the main body, participates in the marketcompetition.However, after universities merge brand construction process, mergeuniversities in brand construction idea and practice existence somequestions, if some schools also pause in the brand construction in thesurface, but is not obtains from the substantive content. Some universitiesimplement in the education brand construction to display for the falsebrand education, the only goal are for satisfy individual vanity perhapssome political need, actually has not considered the education feeling andthe school development need. Therefore, after how the merge universitiesdoes base on the higher education market demand, molds the brand,carries on the universities brand construction, raises the universities thecompetitive ability at present the oneself to become the urgent demandwhich our country university develops, also becomes the key point whichthis article studies. How does this research try hard to solve the mergeuniversities to obtain the competitive advantage through the brandconstruction in the higher education market, and by this impetus highereducation brand development. This article altogether summarized this article selected topicbackground and the paper research significance, the concept limits, theliterature summary as well as the research technique. And alsosummarized the universities brand construction main content which islimits between the universities merge type and the brand constructionrelations. We analyze after the universities merge brand constructioncondition and advise construction way of the universities merge. Theconclusion is: The brand strategy may develop for the universities winsthe broad market, the brand strategy is the stimulation collegecomprehensively strengthens the quality construction the power, thebrand strategy implementation inevitably causes the college superior winand the inferior wash out. Therefore the universities implements thebrand strategy is under the higher education market tendency inevitablychoice. Moreover the universities implements the brand strategy isfollows the laws of education, the market economy rule, face socialschool objective request. The universities implements the brand strategyis promotes the universities image, the stimulation universitiescomprehensively to strengthen the school synthesis strength constructionthe power.