Influence Factors Of University Branding And Research On Branding Methods

With the continuing improvement of socialist market economy in our country, universities are gradually going from the edge of social economy to the center.The relation betweent universities and societies is getting close.Universities play important roles which freely create knowledge and learning in order to meet the leisure curiosities. The development of university is facing many challenges such as student resources, teacher resources, finance, teaching mode and social services.Universities have to establish their brands in order to get the management resources in favor of their development in drastic competition. University branding is becoming an advanced subject of management research of contemporary university.Based on briefly reviewing and introducing the research actuality of university brand, this paper proposes a model of influence factors and research hypothesis of establishing university brand, and explores the influence factors of establishing university brand by using experimental and verifying research method. The experimental and verifying results show that the establishment of university brand is influenced by two aspects of factor. On the one hand, university branding is affected by a serial of internal brands such as president brand, teacher brand, student brand and subject brand, and university brand is a result supported by these internal brands. On the other hand, the establishment of university brand is influenced by stakeholder cognition. That is to say, university brand exists in stakeholder's memories and thoughts. The degrees of satisfaction and reputation of stakeholders are the important foundation which wins their supports and active participations. The research hypothesises are validated.The drive effect of internal brands on university branding mainly show in two aspects. Firstly, these internal brands have an extremely strong domino offect,and they can greatly upgrade the well-known degree of university brand.Secondly, stakeholders can get some association of ideas in various experiences of university brand. The drive effects of stakeholder cogintion on university branding come from the satisfaction degree the internal stakeholders of universties, such as students and staff, and the active perceive of external stakeholders such as employer units, genearch, social public,governments and schoolfellows.Just based on these drive mechanism of university branding, the scientific position-setting of university brand,the position-setting and cultivation of internal brand of university,the experiences and satisfaction degree engineering of stakeholders, the conformity marketing and spread of university brand, the organization and management of university branding and so on have become main methods and strategeis of university branding.