A Study On Concept Model Of Brand Internalization In High School Education And Its Implementation

With the speedy development of international knowledge economy, the demand for talents has increased rapidly, and the requirement of higher education is becoming higher. In the process of the popularization of higher education, how to shape powerful brand, enhance the competitiveness and fulfill the national mission is urgent. The purpose of higher education brand internalization is just to build the education brand and enhance the core competitiveness of the university. However, existing researches hardly treat of higher education brand internalization, mainly focus on aspects, such as university brand theory and higher education marketing theory. As a result, this paper is innovative.On the basis of the previous researches of university brand theory and higher education marketing theory, from the perspective of building university brand within the university, this paper makes researches into the higher education brand internalization using internal marketing theory. The main contents are as follows: First, with dissertating the background of the higher education, the author analyzes the importance of higher education internalization.Second, in retrospect of the domestic and international researches in service brand internalization, the paper researches the conceptual model of the higher education internalization on the basis of service brand internalization model. The final model is composed of 8 dimensions, i.e., university brand recognition, university brand training, university brand communication, university brand contribution incentive, university brand warrant, university brand organization, teachers and students'participant awareness, teachers and students'participation. At the end of this part, the paper researches the relationship between the 8 dimensions.Finally, this paper makes researches into how to specify the conceptual model of higher education brand internalization from 6 dimensions, i.e., university brand recognition, university brand training, university brand communication, university brand contribution incentive, university brand warrant, university brand organization.