Research On Brand Marketing Of KX Vocational College In

Brand marketing, brand building in a long time, but in brand-building aspects of the school’s private colleges and universities have not been given sufficient attention. With the reform of the education system, the education market is increasingly liberalized, private colleges and universities play an important role in higher education. Competitive private colleges in the higher education market has become increasingly intense competition not only between National college, but also between private universities and other educational institutions to compete. Private colleges and universities in order to win in the fierce competition in the market must take the road of brand, to create their own characteristics. Brand building schools in how to increase brand, brand marketing is a very important tool. Therefore, the study of private universities brand building, brand marketing strategy analysis of private universities both theoretical and practical significance.This paper introduces the basic theory that brand marketing:brand theory, brand marketing theory and SWOT analysis; domestic private colleges and universities based on brand development research, explains the concept of private universities, and analyzes the status of brand marketing and domestic private colleges trends. Then a brief overview KX Yunnan Vocational College, analyzes the KX Vocational College in the problems of brand marketing, through to customers (students) for the survey analyzed the customer’s needs, and for the use of the external environment KX SWOT Vocational College analysis analyzed, and subsequently made a deep analysis on competitors. Finally, according to the analysis KX College of brand marketing at all levels to explain the necessity of brand marketing, brand positioning and make college and brand marketing strategy.In the empirical study, this paper based on the actual situation KX Yunnan Vocational College, collecting relevant information, namely, the college’s brand positioning, brand communication, brand marketing analyzed other aspects of the case, which also to the students as customers’ needs survey questionnaire, from the student’s point of view of the customer’s needs. Finally, the main conclusions drawn in this article-KX Yunnan Vocational College of Yunnan is currently in the middle level of private universities, to develop vocational industries, and form their own brand, enhance the core competitiveness of brand marketing through college, college is a priority.