Research On Brand Strategy Of Putian University

With the rapid development，the competition during the higher education hasbecome more and more intense. The school autonomy for universities is graduallyexpanding. Because of some congenitally deficient producing in the developmentprocess， new local undergraduate colleges and universities must learn to grasp theway to be one of the focuses and hot spots in universities in the fierce competitiontoday.In this paper，the brand theory in the field of business management of enterpriseis reviewed. A new way is put forward in this paper， which is to shape the universitybrand and to carry out the brand strategy. This way will make Putian University，which is a newly built local college in development， keep growing up healthy. Thereare six chapters in this paper. In the first chapter， the background of this study， thevalue and significance of this study and the method to do the research are introduced.All the theoretical knowledge will be used in the following discussion. In the secondchapter， some related basic theories and definitions are reworded. And then someexisted research results at home and abroad are listed. In the third chapter， thesignificance and status of the implementation of brand strategy of new localundergraduate colleges and universities are elaborated. The foundation for theNewly-built Local Universities in general is relatively weak. So these universities arefar less from the experienced universities. They must learn to dislocationdevelopment because they have their special aspects in the implementation of brandstrategy for the new local undergraduate colleges and universities. Brand strategy isthe inevitable way for the fierce competition of higher education market. Theimplementation of brand strategy will speed up the reform of school managementsystem. If a university wants to integrate the teaching resources， improve thereputation of the school， and attract more excellent talents， then the brand strategyfor this university is necessary. If brand strategy is carried out successfully inuniversities， it will be helpful in attracting outstanding students and in graduatesemployment. Finally in this chapter， the necessity and urgency of theimplementation of brand strategy for new local undergraduate colleges anduniversities are analyzed..In the fourth chapter， the way to implement the brandstrategy is studied. The brand strategy can be carried out following by four steps.Accurate localization is the basis step of school brand strategy. Then the orientationcontents， positioning principles and positioning strategy for Putian University areexpounded. Creating characteristic is the key step for school brand strategy. Then thespecific meaning of the characteristics for the school running of higher school and the characteristics for countermeasures of form school running in Putian University areinterpreted.Improving quality is the core step for school brand strategy. Then the specificways to improve the quality of school are analyzed. Finally in this chapter， it ispointed out that branding is the essential step of the implementation of brand strategy.Then the brand status and brand promotion strategy for Putian University are listed.Inthe fifth chapter， the practice for the the implementation of brand strategy in PutianUniversity is studied. First， the general situation and current situation of brand ofPutian University are expounded. Then the implementation of brand strategy of theadvantages and disadvantages of Putian University are analyzed. Finally， thespecific measures and possible problems producing in the implementation of brandstrategy taken by Putian University are studied.In the sixth chapter， the main contentand viewpoints are summarized for this paper.