Studies On The Brand Building Of Private College And University

Since the Chinese Economic Reform, private higher education in China has made considerable development.as a new power active in the higher education market, It has played a positive role to make up the short of financial education of the government, advance the popularization process of higher education, promote the reform of education, meet the demands of mass and social.Now, private colleges and universities are changing from the expansion of large-scale to the content of development. Unfortunately, the development process still faces many difficulties and problems such as low social recognition and weak competitiveness, which have affected the development of private colleges and universities. One of the most important reasons is that private colleges and universities lacked the brand building. Therefore, how to strengthen the brand building of private colleges and universities, how to enhance the core competitiveness of private universities, how to realize the development of private universities by leaps, all of them have become an urgent need to address practical problems for private higher education sector and school leaders.This paper attempts to introduce the brand concept of corporate to the field of education. According to the investigation of private colleges and universities in Hunan province, and combined with cases, the paper point out the existing problems in the process of building the brand of private colleges and universities problems to refine the strategy of building the brand of private colleges and universities.Thus, this paper made a systematic exposition of the strategies in order to provide reference for the sustainable development and brand development of private colleges and universities.