The School Brand Construction Strategy Of Haerbin No.27Middle School

21century is the era of talent competition,"Talents are in it will not lose theworld"," National medium and long-term educational reform and developmentprogram (2010-2020year) determine the country’s education work principles forthe "develop education as a priority, educate people-centered, forward theeducational fairness, improve education quality ". At present the school is in aserious homogenization of competition, school brand has become the demands ofThe Times. Harbin NO.100Middle School was built in1956.It has a richhistory.However, there exist a lot of problems in fields of idea and ideology,management system. the quality of education and teaching declines,which lead torecruit the number of students worsened, and to live or to die,which makes ushave to make tough choices. The preferred method is to speed up the schoolbrand construction and in order to rise up from the ashes.This article goes into more detail on the basis of the Harbin NO.27MiddleSchool current situation, On the basis of methods of theory and practice, in orderto set up the Harbin NO.27Middle School brand system, puts forward the schoolbrand strategy. This paper demonstrates the background of the topic, thepurpose,significance and the research results at home and abroad, makes a solidtheoretical foundation for the Harbin NO.27Middle School brand strategy andproposes structure on the basis of previous studies.And then expounds themeaning and components of brand and education brand, puts forward the sevensteps of the school brand strategy: school brand diagnosis, school brandpositioning, school brand choices, school brand CIS design, brandcommunication and promotion, school brand core elements construction, theschool brand maintenance and improvment. Make a comprehensive and deepanalysis of the brand construction situation and existing problems of the HarbinNO.27Middle School with a variety of analysis means, and put for ward theschool brand construction strategy around the school culture, teachers team,student team, club activities, community activities five main aspects. Establishthe brand concept, suitable organization system and strict brand managementsystem to protect the brand strategy implementation. Discuss the brand construction strategy control and evaluation deeply, give priority to professionaltraining and incentive and define key performance index and haveing the post,there will be the duty.The brand-building subject is a new topic, I hope that this paper can providecertain reference and reference to the problems which some school meet with inbrand construction phase.