A Study On Education Brand Mold Of Private Universities Based On Connotation Development

The brand theory was first applied to business. With the development of society, brand studies has been gradually applying to higher education and developing as education brand. Education brand is closely related to private university’s characteristic construction, development of quality and campus culture. The value of education brand is getting increasingly important, especially the runners of private universities positively explore how to develop connotation and pay attention to education quality and benefits, because people gradually recognizes the brand effects of private universities and education principles.The object of this research is Guangzhou HR College, a private university featuring software. Applied to theories and methods of connotation and brand, this paper studies necessities and feasibility of molding private university’s brand and puts forward several practical countermeasures, providing useful exploration for the same type of private universities.This paper consists five parts:The first part is introduction containing the reasons why the author chose this topic and its purpose and significance, literature review of relevant as well as the research methods and process based on the inherent requirements of private universities’existence and development.At the macroscopic level, the second part demonstrates the development history of China’s private universities in order to represent the idea that the development of private university is recent trend. Also, from the dialectical perspective, this paper analyses the interdependence of university’s development and connotation, points out that connotation development is the trend of private universities and presents that the content and requirements of connotation development.The third part mainly demonstrates that the core theme of coonotation development of private universities is molding the education brands. After reviewing brand theory applied to higher education, this paper points out that private university connotation development demands molding high-quality education, that is the education brand. Moreover, the connections between brand and connotation development, relative concepts, characteristics and basic requirements are presented in this part, which provides theoretical foundations to molding private university’s education brand.The current situation of private university education brand mold is the discussion topic of the fourth part. China has always attached great importance to development of education quality and prevalence of private universities, and it is true that private universities also have made great progress, but some problems coexist the progress during the process of brand mold, such as weak awareness, implementation and management system. Many reasons causing these problems include the lack policy support, social prejudice, universities’positioning and the target differences of running among stakeholders.The fifth part is the essential part in this paper, which focus on analyzing the case of South China Institute of Software Engineering, Guangzhou University to study how private university mold its brand. The procedure can be divided into four stages including proper positioning, strengthening the implementation, expanding communication channels and maintenance of the brand. Specifically, relevant universities need carry out surveys, positioning should be planed systemically and develop factually at the first stage. In the period of strengthening the implementation, the private universities should develop distinctively to promote connotation construction, which benefits for molding the campus brand. The universities also should develop some characteristic disciplines, build some top programs and explore The product-based cultivating mode. In the phrase of expanding brand communication, universities should enhance the communication of running this campus, construct the full spread of the linkage mechanism, plan some cultural brand activities to improve campus soft power; making full advantage of media is also a beneficial method to spread this brand to strengthen social influence. At the final stage, universities should have the awareness of daily maintenance and formulate strategies of public relation crisis.