Researches On Brand Construction Of Jiangxi Institute Of Fashion Technology

The21st century is featured by brands. Almost everything can be marked by a brand, including education. Under the background of education globalization, there is an increasing competition among colleges and universities, especially among civilian-run colleges and universities in China. Therefore, Chinese civilian-run colleges and universities need to make full use of their educational resources, improve the quality of education, establish their figures and develop their educational brands to survive in the fierce competition.Under the backgrounds mentioned above, the effect of constructing an educational brand for Jiangxi Institute of Fashion Technology was presented, the problems and short backs of the brand construction of Jiangxi Institute of Fashion Technology were discovered by a market research, and ways of constructing an educational brand for Jiangxi Institute of Fashion Technology were proposed.This thesis can be divided into seven sections. The first section presented the backgrounds, the effects, the content and methods of doing the researches. In the literature review section, conceptions such as brands, brands of colleges and universities and brands of civilian-run colleges and universities were outlined. The third section analyzed the strengths and weaknesses, opportunities and threats of running Jiangxi Institute of Fashion Technology by the SWOT analyzing method. In the fourth section, some problems of Jiangxi Institute of Fashion Technology were discovered by questionnaires finished by the students. The fifth section proposed the train of thought of constructing the brand for Jiangxi Institute of Fashion Technology, including consolidating the conception of brands among all the staffs inside the college and introducing CIS to establish features for the college. The conclusion section summarized possible ways of constructing the brand for Jiangxi Institute of Fashion Technology, including amplifying the responsibility system of college presidents, training brand teachers, establishing brand specialties, cultivating brand students, having a high level of specialization and strengthening brand promotion.