Research On Strategies Of Building Brand For Universities

Under market economy condition, the market rules have gradually entered the higher education area. Especially after China has been a member of WTO, the independent rights of running a school makes the university connect more closely with the competitive market economy. The university should reform with the change of the environment in time, which can accept the challenge of sustainable development in the future. When the university pays attention to the self-development, it should also promote the brand building to the strategic altitude .The university should know that brand plays a more and more important role in sustainable development of school. Good well-knowingness and reputation can bring benefit to the school.Based on education, management and brand theories, this research makes use of literature analysis and compared research methods to analyze the concept of university brand, discuss the principle and current situation of university brand building, analyze the process of brand building, and advance corresponding strategies for the school brand building.The paper is divided into five parts: The first part is brief introduction, including background, meanings and documents research.The second part is the connotation analysis of university brand .Based on the concept of enterprise brand, this part gives the definition to university brand. At the same time, Compared with university brand, this part also distinguishes the difference from other similar concepts.The third part discusses the principle and current situation of university brand building .The fourth part analyzes the process of brand building. That is the order arrangement on the course of university brand building.The last part, which is the most important part, advances corresponding strategies for the school brand building. That is as follows: setting up the consciousness of the university brand, excavating school characteristic to get accurate orientation, advancing the manifesting school quality, using CIS strategies to mold the school image and advancing vigor factors for the university brand building----creation.This research enriches university brand building research result. It also has a good practical value for university brand building.