A Study On Brand Establishment Of The Independent Colleges

With the establishment and gradual improvement of China's socialist market economy, especially after joining the WTO, China's education market and the education environment has undergone major changes, the development of China's education was both an opportunity and a challenge. Then the market mechanism was introduced in the field of education, and the deepening of the reform of China's higher education, to make higher education in China face fierce competition in the international and domestic, various types and at all levels of colleges and universities must be market-oriented, in the competition for survival and development. Independent Colleges which as an important component part of China's Higher Education must also be involved in the competition naturally, to enhance their own strength, and obtain the power of development. Although independent colleges has achieved a rapid development in a few years time, and has achieved a lot of success, as well as made tremendous efforts for the development of higher education in China, face to fierce competition, Independent College how to overcome its problem, to play its advantages of autonomy and flexibility of school system and the operational mechanisms, obtain the initiative in competition, fight for a place in the education market, these problem must be faced and solved in their development. Implementation of brand strategy, highlighting their own characteristics and advantages, to create their own brand is a sound strategy for the development of Independent Colleges, Independent Colleges should focus on building the hardware and software, strengthening the building of content, building Independent Colleges core competitiveness by quality, characteristics, brand, enhancing overall strength, to determine location and direction of the development of Independent Colleges, to lay a solid foundation for sustainable development for Independent Colleges.Brand establishment of Independent Colleges, is an effective way to achieve maximal operating efficiency. on the basis of understanding the meanings and significance, Independent Colleges should Mobilize the enthusiasm of teachers and students and staff, foster the sense of quality and brand awareness, full analysis of the internal and external environment, understand the community's needs and its own development advantage, to determine location and direction of the development of Independent Colleges, Independent Colleges establish brand by school characteristics, strengthen brand by quality, add brand'value by the campus culture, and through appropriate publicity and promotion of the image, establish a good image of Independent Colleges and improve the visibility of Independent Colleges and social recognition, to play their functions better, and to meet the needs of the community, realizing their own sustainable development.This paper used in the marketing of Brand Theory and Method, combining Higher Education Management Theory, studied Independent Colleges, and explored and researched its brand establishment. it mainly used surveys, analysis and so on, to understand the present condition of brand establishment of Independent Colleges, shape strategy for establishing brand of independent colleges, put forward valuable reference for the development of Independent Colleges.This paper first elaborate the cause of topics, and synoptic elucidate the content of study; on the second part, to define and explanation of the Brand and colleges and universities brand, so it may put forward strategy of Independent Colleges Brand-establishment to lay a good theoretical basis theoretical basis; The third part is realistic analysis of Independent Colleges brand-establishment. By investigation of Guangxi's circumstance, combating with the development of China's Independent Colleges as a whole, an analysis and comparison of other parts of the country Independent Colleges Brand-establishment's the status and shortage, and then interpret the necessity and feasibility, to know the Brand's significance to Independent Colleges Brand-establishment; the forth part is expatiate content of brand-establishment, put forward objectives of Brand-establishment; the fifth part is about specific strategy of Brand-establishment, the paper intends to put forward concretely measures establish brand by Brand-positioning, Brand-building, Brand communication stages. Brand-positioning stage, establish brand awareness, attention and analysis of domestic and international educational market's develop and changes, integration of resources inside and outside of the Independent Colleges, accurate positioning. Brand-building stage, strengthen Independent Colleges basis of quality, campus culture and characteristics, and achieve its targets about establishing brand by school characteristics, strengthen brand by quality, add brand'value by the campus culture, highlighted the connotation of Independent Colleges and Brand personality; Brand communication phase, through the internal and external spreading, expand influence of Independent Colleges and establish their own good brand image, and ultimately get consumer awareness and recognition; finally is a conclusion, summarize the main content and perspectives of this study.