Research On Brand Image Management Of Private Colleges And Universities PZ In Guangdong

Our country’s private colleges and universities have been sprung up since1980s. With the relaxation of policies, enthusiasm of social forces of running higher education is on the rise. Good brand image can gain students and their parents’trust and self-identity. With the higher education’s popularity and sharpening competition, the brand consciousness is enhancing. About the brand operation and management, quite a few private colleges and universities have obtained some achievements, built up some experiences. Creation, operation and management of good brand image have become the key of development. Its development is being paid close attention to.Because of its late starting, the model of running a school is groping. Though the private colleges and universities’higher management have attached importance to brand image, gained some good achievements, they have no successful experiences of others to go by in the process of shape and management. They lack of systematic cognition and planning. How to improve the private colleges and universities’core competitiveness, achieve branding development and improve brand management to brand strategy have become the urgent problem of private colleges and universities’brand development.This study takes PZ as an example, uses company’s brand management for reference, obtains related data from the questionnaire about PZ’s brand image management, bases on the live case and real data of specific private colleges and universities’brand image management try to explore the way and strategy of the positioning for retrial, running and maintaining of PZ’s brand image from the view of theory and practice. It breaks through the former limit based on the shaping and construction of the private colleges and universities’brand image and introduce the theory of the management of company’s brand image to this study. It enriches and supplements the related research of this field, and further makes the theory system of private colleges and universities’brand image management perfect. Through SWOT analyze, this study surveys PZ’s present brand image, makes its present situation clearer, draws on the advantages and avoids the disadvantages and propose some effective strategies. About the problems of PZ’s brand clearer, draws on the advantages and avoids the disadvantages and propose some effective strategies. About the problems of PZ’s brand image management, this study puts forward some constructive and guiding strategies to broaden its depth and range, to increase its reliability and persuasiveness, promote PZ’s core competitiveness and draw PZ’s senior leadership’s attention about brand image. It will provide some reference when they make policies of brand image management to realize its value.