Private Vocational Colleges In Jiangsu Province Brand Building Strategy

Since the reform and opening up, Private Vocational Colleges have achieved fruitful results from the beginning to now. Private Vocational Colleges in Jiangsu Province started from 1998. In recent years, the colleges have made great development in quantity, quality, level, school system and talent training. However, the State-run Colleges are still in a weak position in quality, brand image and so on. With the expansion of the general Universities and the increasing intense competition, Private Vocational Colleges in Jiangsu Province face extremely high pressure of recruiting new students. I believe that brand building is not only an effective shortcut which can help Private Vocational Colleges get out of the hard predicament and improve competition ability but also a good choice when they face the market circumstances. Therefore, they should actively introduce the brand building theory and apply the measures to their self-construction and management.Based on the analysis of the developing situation, the problems and causes of Private Vocational Colleges in Jiangsu Province, this issue initially builds the brand building model which is fit for Private Vocational Colleges in Jiangsu Province. And it specially formulates each strategy according to the model.In view of the characteristics and developing situation of Private Vocational Colleges in Jiangsu Province, to build the brand should start from the idea of college, and establishes the brand awareness. Then through market research, and understand the developing trend of Private Vocational Colleges and predict market demand and analyses the development and the position of competitors and their own actual situation. After market research, the colleges could make the brand positioning according to categories, educational philosophy and the structure professional. In addition, the Colleges need to introduce college image recognition system, and design the brand image from the four aspects of concept, behavior, vision and hearing. Then, the Colleges also need widely used various media to promote the brand. In the brand promoting process, the colleges can not ignore the role of publicity and promotion in schools, they should actively promote inward while promote the brand to parents and employers. Finally, the colleges should make the brand value assessment and get the feedback timely to make appropriate adjustments on the existing strategies.Finally, taking the Zhongshan Vocational and Technical College for example, author analyses the development and brand building with the relevant theories in detail. According the circumstance of Zhongshan Vocational and Technical College, author puts forward proposals of implementing brand building strategies.