The Research On Continuing Education Brand Positioning And Communication Of Tsinghua University

After30years of reform and opening up, China’s economic development, socialprosperity and making a spurt of progress of science and technology comes from theadvanced system in our country, which is based on talent development and progress.Talent development promotes the development of China. The developing Chinaputs forward the higher demand for talents, which needs a large number of governmentofficials, business management personnel and scientific and technological talents. Themain method of developing these talents is still by Chinese higher education institutions,and by the international well-known universities, well-known consulting company,Business University and the school of business which also has certain proportion for thehigh-end talents. Due to the high demand of talents widely, multi-level, pressed for time,only education is difficult to satisfy, therefore, colleges and universities continuingeducation gradually assume the burden.The continuing education in Chinese universities which started from1980has beendeveloped rapidly at the beginning of21century. On one hand, some well-knownuniversities continuing education has been gradually clear in management mode,brand positioning and effective brand communication; on the other hand, there are twodistinct state of continuing education in some universities: one state are the transition ofdevelopment and Confused management, which not only continuing education does nothave brand consciousness, but also to some extent overdrawn education brand; the otheris the embarrassing situation that continuing education is not essential for Chinesehigher education institutions.Continuing education in Tsinghua University begins quite early and achieved greatsuccess. It has a larger scale and many institutes in Tsinghua develop continuingeducation. But at the same time, it came across some problems during the exploration.For this reason, I put my effort to study the literatures and investigation reports in thefield of brand positioning and integrated marketing communication in continuingeducation. Based on a practice of my own, the results of the literature review andcomparative analysis, the suggestion of the experts in this filed, I using the brand positioning and integrated marketing communication related theory to analyses thebrand positioning and the integrated marketing communication in China and America’scontinuing education. After my study, I recommend that Tsinghua should unified thebrand positioning and communication, strengthen the Regional market cooperation. Ihope that my recommendations not only conductive to Tsinghua but also valuable forthe continuing education career in my motherland.