Study On The Positioning Of Chinese University Or Colleger

This dissertation aims at the problem that most universities or colleges will face - namely, positioning precisely. The author first analyses the positioning theory, on which the author brings forward systematically the principles and strategic system of universities or colleges' positioning. The author then, takes the positioning of Southwest Jiaotong University for example. This is the characteristic of this dissertation.The objective on the positioning of universities or colleges is to make the universities or colleges to be larruping from others, to leave profound impression on the general publics and to obtain core competitiveness.The positioning problems of universities or colleges in China cover the following factors. It is not clearly recognized on the theoretical level while there are, on the practical level, confusions and disorders. In addition, there exists vague hypotaxis during the universities' upgrading and ambiguous compass when orientationing.According to the positioning theory, the positioning of China' s universities or colleges, on the theorectical level, should live up to the basic principles such as simplicity, focusing and stratagying. While they should in practice, adop the strategies in terms of aggrandizing, repositioning, complementing the spacing gap, and dislocating competition.The universities or colleges should be good at employing strategies in concrete positioning, so as to leave the profound impression on the public. These strategies include consolidation, comparative strategies , unitary position, looking for gap strategies, brand strategies and repositioning strategies.Positioning precisely is to constitute the universities or colleges' own developing objectives, their own orienting directions and their own characteristics through the positioning principles and strategies above; only in this way can they keep sustainable development as well as meet the society's demand.