Private Colleges&Universities Brand Management Research

More than30years of reform and open, China’s private higheducation has gotten a good development and made a great achievement.The reaserch of the Private high education also received a plenty ofresults, the brand of private colleges and universities is one of the mostpopular hot spots in recent years, most of the scholars focus on brandbuilding of private colleges and universities, significance and ways, butthere are few people study depthly on private colleges brand buildingprocess, this is a pity. This paper attempts to study the brandmanagement theory from the field of economics, to explore the brandmanagement practices of private colleges and universities. Based on theeconomics of brand management theory, starting from the typical case,the whole process of analysis of Private Universities in China brandmanagement, to explore private colleges brand management of currentproblems, private colleges brand management strategy recommendations,I hope the theory of brand management be helpful in the practice ofPrivate Universities in China brand management.This paper argues that private colleges and universities brandmanagement is based on the constituent elements of the brand as well asthe characteristics of the private colleges and universities,, to get aeffective integration and build, regard the special position as thepriciple, take the education, research, services as the carrier, use the networks, media communication as channels, to create a good brandimage of the private colleges and universities,to form the brandcharacteristics of private colleges and universities. It includes brandposition, brand identity and brand communication. The correct path ofbrand management should be proceed from the brand position, and thento build a clear brand identity and brand communication on the bacis ofthe position.This article is divided into a total of five chapters. The firstchapter part of this study is about the propose of the research matter,research significance and research methods, and previous studies wereanalyzed and summarized. The second chapter discusses the theory ofbrand management of private colleges and universities, including thesimple concept defined and this core concept and theory construction.The third chapter discusses the brand management status of JiangxiInstitute of Clothing Technology, I spread it mainly from brand position,brand identity and brand communication.The fourth chapter is the part ofstrategy, the main purpose of this chapter is to solve the current problemsof private colleges and universities’s brand management. The finalchapter is a general summary of this article. The paper argues that privatecolleges and universities brand management is using the the theory ofbrand management as foundation, in which the market economy as thebackground of the times, the school’s change and innovation as the goal, follows the law of development of high education, also complies with themarket economy development path.