Jm Vocational And Technical School’s Marketing Strategy Which Based On The Stage Of Development Of College’s Brand Building Model

China has experienced changes after years of economic growth. The traditional labor-intensive industries were no longer on activating the economy. The upgrading time with identified industrial has come, which was represented by large-scale capital-intensive industry. The outstanding technical Talented Persons who have been equipped with professional quality are required by all walks of life. Vocational college, as an indispensable part of development of human resources strategy, has committed the burden of boosting the proportion of literacy rate and cultivating the industrial workers. Entering the21st century, a series of measures has been launched by China, such as broaden the operational condition, lowered the barriers of entrance, and encouraged the access of private capital. Under the guiding of such policies, various sorts of higher vocational colleges were emerging like mushrooms. Confronted with these situations, such as depopulation of school-aged students, enrolment difficulties, the vocational colleges have operated separately to fight for the best market. However, owing to the obscure orientation, lots of them faced with problems. For example, funding sources have been narrowed, the supports from the local government have been limited and etc. To deal with such issues, the colleges started to renew the market-based mechanic management, and use different strategies, for seizing the initiative in admissions and employment.Take JM Vocational and Technical College as a sample, the analysis shows that at this stage, the competitiveness in vocational college marketing strategies and the theoretical basis is not strong. Based on years of data during the study of JM Vocational and Technical College, we can reach a conclusion that the vocational college should realize the long-term development by taken differentiation of marketing strategies of Brand into consideration in accordance with the current resources and competitive position.Under the guidance of the Brand dependency theory, JM Vocational and Technical College school would further clarified the concept of School-running orientation, and give priority to develop the major on finance and accounting and management, which has a comparative advantages. Meanwhile, the college would pay more attention to transform the thinking model, and improve marketing funding by enhancing the strength of propaganda.The paper aims to provide a novel thought of school-running to the local vocational colleges and promote sustainable development through efficient use the differentiated product and brand.