Study On International Cooperation And Brand Strategy Of The Higher Vocational Colleges

Private colleges in China have developed rapidly in these thirty years. Sichuan TP College has made remarkable progress in the scale. The teaching quality has been greatly improved in these twelve years. All the achievements made by the staff in the college are not easy after the bankruptcy of the TP group. There are more than ten thousand students in the college now, and the college is supposed to apply for the qualification of giving undergraduate courses in2013. However, due to expansion of universities and the growth of new colleges, the competition among colleges becomes fiercer and fiercer in the students market. Moreover, for the governmental population restriction, the students of the right age of going to universities become less and less. In addition, the brand recognition of Sichuan Information College is low, which means the college must carry on related strategies in order to dominate the limited students market.The paper takes Sichuan TP College as an example, and puts forward international marketing strategy, which means we will cooperate with the overseas colleges and companies, and bring in overseas students. International cooperation education can raise the brand popularity of the college. School and enterprise cooperation can supply high technical college graduates that are badly needed in the society. Through international cooperation between colleges and companies, the teaching quality will be improved and then the employment rate will be increased owing to excellent skills mastered by students, which also makes the college get higher reputation.Firstly, this paper gives a brief introduction of the college, and puts forward the main problems and challenges that the college is facing. Secondly, there is an analysis of the inner and outer environment, using Michael Porter’s Five Forces Model to analyze the strength, shortages, chances and challenges of the college. Thirdly, the whole strategy for the college is proposed. Fourthly, the paper puts forward the brand strategy. Finally, this paper makes a conclusion about the international cooperation and brand developing strategy.As a teacher in Sichuan TP College, the author tries to do research on the developing strategy of the college and puts forward related suggestions, and to contribute her ideas to help the college to be better.