Smxy Brand Management,

During the 21st century, the brand competition come and thrive with the more intense commercial wars around the world. the education in China is one of examples since it is facing a transition from the traditional pattern to the modern one. Now the brand competition among the Chinese universities is booming in view of the fact that how to select universities and majors for the children's future development has already become their parents'main concerns. Therefore, it's critic for SMXY to figure out how to guide parents to make their choice among so many universities and majors, build up its own brand and differentiate itself from other competitors.The subject focus on the establishment of SMXY brand. On the basis of classic theories concerned with brand, the study of subject aims to promote the fame of school by adopting varieties of measures to build up the brand of university. It involes many mothods like documentary, investigative and comparative analyses.Firstly, on the basis of theories related to the university brand management, a theoretical frame concerned with SMXY brand management issues is built up with the aid of theories in the field of band creation, band relation and brand marketing. Sencondly, the current status, the HR condition as well as the management pattern of SMXY school in UESTC are analysed. Finally, through a brand investigation among the undergraduates in the school, three major issues in terms of SMXY brand management are found as follows: brand creation, brand marketing and brand maintenance. In the course of the study, one of high priorities is paid to analyse the market position of SMXY in terms of PEST, which includes business macro, competition and SWOT analyses. The detailed PEST analysis not only reveals that it is critic for the school to creat its own brand, but provides four strategies for SMXY. They are SO, WO, ST and WT strategies respectively. The other priority is to analyse the SMXY marketing in order to provide analytical evidences for the plan-making of brand management. Life span of SMXY, the basic channel and feature of brand marketing are all taken into consideration during the analysis. At the end of the paper, options of plan-making are presented for SMXY brand management in terms of brand position, brand creation, brand marketing and brand maintenance.The study of brand is mainly presented in the marketing which belongs to the field of economic management. Once it is combined with the higher education, the innovation is self-evident. In this article, the school, one of the components of universities is taken as the object to reveal its existence of general laws and special laws, which can provide a new perspective to enrich people's knowledge of brand development. Moreover, the paper intends not only to reveal the impact of brand marketing on universities, but provide options and suggestions for product brand management to shools in universities.