A Brand Building Study On Sino-foreign Cooperation In Running Schools In University

Brand is now more mature and refined in marketing, brand-building in educationalindustry have some development and a certain level of research for some time, modeling thebrand construction of college literature and study do the research on brand-building ofSino-foreign cooperation in running schools. By reading and summary of theoreticalknowledge on brand-building, using theoretical knowledge of the brand, the brand buildingof Sino-foreign cooperation in running schools is divided into brand positioning, brandplanning, brand communication, brand evaluation and brand maintenance these five stages.Brand positioning stage, referencing Tsinghua University economic managementCollege Li Fei Professor’s brand positioning points selecting model, and fully consideringfeatures in Sino-foreign cooperation running schools improved it; brand planning stage isdesigned into cultivate brand courses, and cultivate brand teachers and cultivate brandstudents three aspects, using three most important elements in teaching process enrichingthe connotation of the brand; according to features of school target is divided brandcommunication stage into internal and external spread, through different spread medias andspread means publicity brand’s cognitive degrees and expands effect surface of Sino-foreigncooperation in running schools; brand assessment stage designs brand assessment systemtest and oversight the effectiveness on brand construction made for, at any time find theexists and problems in brand construction process and amend them timely, design brandassessment system into investigation questionnaire and investigate them, using SPSS19.0software analysis obtained data, and improve and perfect the indicators system, at lastdetermine the brand evaluation system; based on brand’s influence divide brandmaintenance stage into brand loyalty and brand awareness, brand reputation, maintenanceon these three aspects, will enable brands to get continuous protection, achieve thelong-term development of Sino-foreign cooperation in running schools’ brand.Finally take Sino-French project in Jiangsu scientific and technology university as acase, through using investigation and analyzes Sino-French project on-the-spot, do the brandconstruction research on the computer specialty in Sino-French project.