Theoretical Analysis And Strategic Ponder On The Cultivation Of Higher Vocational School Brand

Brand, which is the outcome of market competition, was firstlyapplied in industry and commerce enterprises, 21 st century's education inChina has entered the brand era. With the transformation fromquintessence education to popular education, sellers' market is changingto buyers' market in higher education. The society sets a higher standardfor higher education quality and the competition among higher schoolsbecomes fiercer; therefore, owning a famous brand is the fundamentalinsurance for higher school competition. However, there still exist someproblems in higher vocational school, such as, unclear orientating inrunning a school, indistinctive features, lacking brand consciousness.There are such problems as enrolling new students, and lack of students,teachers and funds, which make higher schools confront tougherchallenges and more fierce competition. To win the competition, highervocational school must conform education resources, ensure educationquality, improve school image, and cultivate its own brand. Hence,exploring the problem of brand cultivation is very significant.There are six parts in this paper.PartⅠIntroduction. It includes posing the questions, importance ofstudy, study summarization, study frame and study methods.PartⅡBasic concept and theoretical basis. It mainly defines brand,higher vocational school, higher vocational school brand, operation of higher vocational school brand, and management of higher vocationalschool brand. And it states the theoretical basis of brand cultivation ofhigher vocational school—brand theory, theory of higher educationmarketablization and theory of education service marketing.PartⅢRealistic analysis of brand cultivation of higher vocationalschool in China. It analyses the necessity of establishing highervocational school brand, the possibility and obstacles of brand cultivation,and its reason analysis.PartⅣAnalysis of the environment, factors and procedure inhigher vocational school brand cultivation. It analyses the cultivationenvironment of higher vocational school brand in strength, weakness,opportunity and threat, and narrates the factors and procedure ofcultivation higher vocational school brand.PartⅤCase analysis—brand cultivation in Ningbo Polytechnic. Itmainly analyses the basic condition, brand establishment and enlightmentfrom Ningbo Polytechnic.PartⅥBasic strategies of brand cultivation in some highervocational school. It states brand-orientating strategy, brandspecialization strategy, molding brand image, brand quality managementstrategy and customer service strategy.