Research On Brand Positioning Strategy Of Private Universities

With the swiftly development of market economy and the multiplicity of school-operating pattern, colleges run by the local people have played a very important role in the market of education, and have brought the vitality and the vigor for the educational development of our country. At the same time, private colleges also have problems which have disturbed the development of high education of our country. For example, these schools consider the scale of school as their lifeline,but they neglect the quality of education. They sedulously and mendaciously propagandize school brand which are lack of kernel value. They do not analyze strategically, instead, they pursuit sudden huge profits. The factors mentioned above have greatly influenced the reputation of school brand, consequently, the quality of education have been greatly influenced.In order to solve the above problems, it is urgent for the private colleges to bring the strategy of brand positioning, which is the premise of brand-shaping, into effect. Only in this way can private colleges be in possession of their own kernel competence and sustainable development potential in competition.The paper analyses profoundly the content and goal of the brand positioning of colleges run by local people on the basis of the scientific classification of these colleges. Three-level-positioning of brand theory is firstly used for reference in order to direct brand positioning practice. As a result, it offers a new way of brand positioning which is from objective and subjective angle of view. Also the paper systematically elaborated the strategy and the procedure of brand positioning of private colleges in the background of market economy.