The Brand Research Of Xi'an International University

Shaanxi is big provinces of education of our country, The century gets up on self from 80's in last century, civilian-run universities and colleges in Shaanxi elopement of times , grows out of nothing and expands from a small to a large force, strong power developing trend displaying group style , the scale type day by day, the bellwether who becomes civilian-run higher education of the whole nation, the competition among every civilian-run universities and colleges by a leap also follow that to increase the distance between prelude. Now, the people does a competition between colleges a not only limit at the profession constitution, teaching quality, soft hardware environment, but also to build up publicity offensive and extend to solicit students scale which are the simple marketing strategy, people start to do the college whole brand to contest.The thesis takes the Xi'an International University (XAIU)as the research object, takes the brand correlation theories of brand localization, brand culture, the brand CIS design and brand integer marketing dissemination and so on as the theories research fundamental, using the research method of combination of theory and demonstration, the paper designed the policies of brand marketing for the XAIU. Starting with analyzing the surroundings of inside and outside of the university, and combining the researching data collected from the staff and sufferers, the author discovered the existent problems of the university in marketing. Aiming at these problems, based on the orientation of object market and brand, the author particularly designs the policies of brand marketing of XAIU in four aspects: the brand cultural building, the brand integer marketing spreading, the brand preserving and the CIS designing. At last, the author brings forward some implement suggestions in there sides: philosohpy security, organization security and financing security, to ensure the well-off implement of the policies of brand marketing.