A Study On The Brand Promotion Of Zhengzhou Tourism College

Recently, our country's Higher Vocational Education develops rapidly. The overall enrollment expands gradually with a promising prospect. In 2010, Zhengzhou Education Bureau decided to use the advantages of HVE (Higher Vocational Education) to drive the development of SVE (Secondary Vocational Education), relying on Zhengzhou Tourism College. And a new campus will be established by optimizing six secondary vocational schools in Zhengzhou.Zhengzhou Tourism College and the six schools mentioned above have their own advantages and characteristics. The newly-integrated college needs to merge in the following aspects:major setting, faculty, and student levels. During the process, the original brand advantages will naturally be challenged. In order to ensure the smooth integration and the great-leap-forward development, we must promote the original college brand.Our college has strong internal advantages and nice external opportunities, and simultaneously faces some difficulties and challenges in brand promotion. The advantages mainly include:certain recognition of our college brand, some successful experience and achievements in school running, extraordinary positioning in major setting, outstanding teaching ability, remarkable achievements in work-integrated learning, and notable employment situation. The opportunities mainly include:the government's strong support to vocational education, the urgent demand of tourism talents in market, and favorable external environment offered by the idea of lifelong education. The main difficulties include:the blind tendency for perfection in major setting, the general weakness in teacher resources, the increasing difficulty in management caused by complicate matriculates, the unsubstantial cohesion of campus culture, and students' relatively poor humanistic quality. The external challenges basically include:the dropping number of matriculates, traditional prejudice on vocational education, the pursuit of high education degree by employers, and insufficient collaboration between industry and school.Considering the favorable environment of brand promoting of Zhengzhou Tourism College, the guiding theory of the brand promoting is stated herein:we should emphasize quality strategy, exert personalization strategy, apply integration and dissemination strategy, and implement innovation strategy.The above strategies suggest us to adopt the following countermeasures:1) perfect quality management to promote our college's brand connotation; 2) carry forward fine tradition to ascend our college's brand value; 3) pursue personalization to develop our college's brand characteristics; 4) apply integration and dissemination to enhance our college's brand influence; 5) innovate school running model to increase our college's brand penetration; and 6) found national demonstration higher vocational college to elevate our college's brand recognition.