Investigation And Countermeasures Of Brand Management Of Vocational Schools In Shanghai

Brand of school, which is the extension of the concept "brand" in the field of education, is the product when schools develop until a certain period. It reflects the inside regulations of school development and the needs of the time. As the number of students reducing, the competition between Shanghai vocational senior high schools has become more and more tense, differences between schools are reducing. Brand of school has become the tactical choice when vocational schools face the challenges from the educational market, and the key that schools survive in the market competition. Brand operation of schools refers to a series of managing processes of a school ---the effective operation of its brand resources (including material resources, labor resources and social capital )and its brand assets (including popularity, reputation and loyalty ), therefore to get the maxim economical profits and social profits. By operating brand, schools will pay more attention to the needs of the market, and improve the standard of its service, unite the resources of schools in a good order and give them a full development, and walk onto its pathway to a sustainable development.On the basis of questionnaire papers and interviews, we found that vocational senior high schools expanded the vision of their management by using the concept of the operation of brand, by carrying out the brand strategy vocational senior high schools improve their core competitiveness, by directing attention to the need of market vocational senior high schools create new fields for vocational education. However, because of some incorrect understandings towards the management of brand, disadvantages of the brand management regulations themselves and different levels of working labors, there are obviously 3 kinds of problems, such as wrong orientation of brand---inaccurate orientation, similar orientation and disordered orientation; insufficient promotion of brand---the single way and time of promotion, the single target consumer of promotion and single definition of brand; improper brand strategy---brand development out of control and crisis management improper. According to these problems, to further develop the brand operation, vocational senior high schools in Shanghai should have different emphasizes in different periods of brand development; in the beginning period, or the breed period, schools should emphasis on the accurate locating of brand; in the maintaining protecting period, schools should lay stress on expanding influence and promoting the identification of brand; in the further developing period, schools should protect the brand and make the brand more valuable. So, strict management of brand should be carried out during the whole process. What's more, in the process of the brand operation and managing, school managers should assess the value of brand in time according to the changing conditions and competitions, plan the future development and adjust the brand setting cases in time; improve the standard of brand continuously, stress the character of brand, and expand connotation and influence of brand.