The Research On Brand Marketing Of Private Colleges

In recent years, with the popularization of higher education and the enrollment expansion of colleges and universities, the higher education demand increases increasingly, private colleges like bamboo shoots after a spring rain as rises in China, so that more and more high school graduates can receive a higher level of the college education. Private colleges and universities provide the college as the bright younger generation, change our educational system single phase, more on educational opportunity choice, better solve the education fairness, promote China’s popularization of higher education, for the students round university dream.Private universities in the provision of education services at the same time, also is facing intense competition, not only with the similar private competition between universities, and public and competition. The majority of education consumer choice, not only to make their own in the acceptance of a good higher education, but also can make their own benefit maximization, this choice is based on the brand. A good brand can bring more brand effect, and vice versa. Private colleges and universities brand for private colleges and universities is particularly important.The study on private education is an important part of our country, also is the important part of higher education——private university, private higher school. The main research subject of this article is approved by the Ministry of education has the right to grant master’s degree of general private undergraduate college, Xijing College. Then the private colleges and universities should how to use its brand marketing, brand effect, expand the brand influence, the private colleges in the fierce competition to gain a space for one person? This paper introduce the concept of marketing theory to the study of education in the field of brand.Combined with the research purpose, this research proposed the following hypothesis:Hypothesis1:the person is economic person, will choose to make their own interests to maximize the brand.Hypothesis2:private college students overall quality is higher, produce brand effect more. Hypothesis3:private college teachers are more perfect, produce brand effect more.Hypothesis4:the civilian-run colleges and universities running characteristics more distinctive, produce brand effect more.Hypothesis5:private university campus spiritual civilization degree is higher, the brand effect more.Hypothesis6:the public opinion on the civilian-run colleges and universities of higher evaluation, the brand effect more.Through the design of the questionnaire, investigation, using the SPSS17.0sample data, factor analysis, T test and chi-square test, the author puts forward six hypotheses tested were established. At the same time according to the quantitative research and qualitative research results and combining with the actual situation from the students, teachers, school characteristics, campus culture, social public opinion from five aspects, the paper has pointed out the private universities brand marketing a comprehensive solution. This study has many deficiencies and limitations, but it will be for the private colleges and universities brand marketing research to add fresh empirical material, at the same time to address the civilian-run colleges and universities how to carry out the brand marketing theory provides a new perspective, effective and comprehensive solution.