| This article is suggested that our universities or colleges have to position, however, the author haven't started from the basic viewpoint of "classification then positioning" which is currently prevalent, but to analyze the positioning of universities or colleges from the basic principles of the theory of the positioning. On the basis of this, the author provides systematically the principles of the positioning of universities or colleges and tactics system, and this is the article's characteristics which differing from that of others' researchers.The connotation of the positioning of universities or colleges is that the advantage position in the public brains. One school's positioning is different from others', and shaping a core competitive power, becoming a representative school of some certain or some feature.The positioning of universities or colleges is significant for the government, school own self, the public, the graduates and the decisive person.The positioning problems of universities or colleges include as following:First, not clear in positioning theory.Second, practically, having chaos and difficulties in positioning.Third, changing name, mingling, promoting in positioning.Fourth, not correct direction in positioning.According to the positioning theory, Chinese universities or colleges positioning should conform to the basic principles such as simplicity, stability, quality, focus, situation, strategy, self-emphasis and different model.We should be good at using some tactics in concrete positioning, so as to leave the profound impression for the public. These tactics include emphasis tactics, comparative tactics, only position tactics, looking for gap tactics, brand tactics and re-positioning tactics. According to the principles and tactics of the positioning, for every university or college, we should be right to position in fostering goal, embodying characteristics and features on one's own, promoting self-deve|opment and demanding for the society.
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