The Research On Brand Building Promblems Countermeasures Of Harbin Deqiang College Of Commerce

Facing a competitive living environment of private colleges, brand buildinghas become the inevitable choice of private colleges to be adapted to thechanging educational environment. Private colleges must analyze problems andshortcomings of their own brand building deeply, understand the livingconditions of the private colleges soberly, establish brand awareness, clear brandpositioning, improve the college brand UIS strategy, enrich brand communicationchannel, so as to continuously enhance the visibility and reputation of privatecolleges.To establish the university brand, we must fully understand the connotationof college brand firstly. This paper first conducts a systematic review andcombing of brand theory. On this basis, we conduct a comprehensiveintroduction to the brand construction of Harbin Deqiang College of Commercethrough questionnaire and interview method, and so on. At the same time,carefully analyze existing brand building problems and deficiencies of HarbinDeqiang College of Commerce. To solve these problems, on the basis of targetmarket positioning and brand positioning, the paper formulates College brandbuilding strategy from the aspect of brand connotation, UIS design and brandcommunication. Finally, the article paper gives some implementation advicefrom three aspects of concept assurance, organization assurance and fundassurance, to ensure that the brand strategy developed can be smoothlyimplemented.Through systematically studying, the paper makes a more comprehensive andobjective diagnostic of brand building current situation of Harbin DeqiangCollege of Commerce, clarifies the brand building goals and ideas of HarbinDeqiang College of Commerce. And combined with the actual needs of enterprisedevelopment, puts forward brand building countermeasures and methods ofHarbin Deqiang College of Commerce. It is so practical significant for furtherimproving construction and core competence of Deqiang College of Commerce.