Study On Brand Development Strategy Of The Independent College

Brand economy, as the cream of market economy, is a representativeof the essence and direction of the market economy as well as a powerfuldriving force to promote the development of the market economy. WithChina's market economic system becoming more and more mature, brandhas infiltrated into all spheres of our life. At present the brand haveentered fields such as commerce, telecommunication, finance andeducating service.The independcnt college is a new breakthrough in China's reform ofhigher education, a new approach to the increase of the high-qualityresources of undergraduate education, and a new way to train practical,skilled, and qualified talent of compound type.While in recent years, in the development of the independent college,problems and contradictions in the running of the independent collegehave arisen: deviation in the direction, inaccurateness in the orientation,and the need to improve the quality. All this can be epitomized as follows:the brand consciousness is not strong, the main responsibility in the brandmanagement is not cleat, the nature and orientation of running anindependent college is of illegibility, and the training model is only acopy of its parent university.The current absence of brand-development strategies has endangeredthe survival and development of the independent college. Without aunique way of running an independent college, this new model of collegeis difficult to be recognized by students, parents and the society, whichwill influence the continuous and sound development of the independentcollege.This shows that the issue of brand-development strategy is atheoretical and practical one in the current development of theindependent college. There is, however, little research on this issue atpresent.On the basis of the brand-building theory, mainly adopting theapproaches of case study, survey, and literature consulting, this studydescribes, analyses, and demonstrates the practical issues in running theindependent college. And eventually, a specific independent college,College of Science and Technology, Hunan University of Technology, is selected as the studying target. Taking investigation and analysis as thepoint of penetration, this study makes an elaborate and in-depth analysison the strategic issues about the brand development of the independentcollege, and puts forward feasible suggestions to serve directly in thedecision-making when running an independent college.In order to win in the competition, the independent college mustensure its quality of teaching, advance its image, and cultivate its ownbrand characteristics. Only in this way can the independent collegepromote a sustained and healthy development.