Research On Brand Image Building Of Chinese-Foreign Cooperation In Running Schools In University Based On CIS Theory

With highly developing economy globalization and education internationalization, we have surrounded by knowledge-based economy. In the face of worldwide competition which is getting more and more intense and complicated, how to seek for self-development has become a highly concerned problem by higher education field. In fact, the core of competition lies on quality and brand. Those who owns strong brand can always be invincible in the field. Brand is more consummate and mature in the marketing field, and in educational field,brand building has developed for a while. But the study on Chinese-foreign cooperation in running schools in colleges and universities is less developed. Therefore, on the basis of related research on university brand construction, this thesis studies the brand image establishment of schools run by Chinese-foreign cooperation. And also, CIS(Corporate Identity System)serves as theoretical basis and provide this paper with new ideas and new methods on the analysis and evaluation of brand image establishment.Based on CIS theory and the study of relevant literature and other theories, this paper established a brand image construction system on Chinese-foreign cooperation in running schools in colleges and universities with three levels, adopting some methods as following:data research, questionnaire and AHP. First of all, this paper analyzes the necessity of brand image establishment, meanwhile, with data studies, sorts the existing research and defines the relevant concepts and AHP. Then, by use of questionnaire and interview, the author has carried out the investigation and analysis about the status of brand image establishment. All of these provide relevant evidence for the following study on dimensions determination of brand image. Furthermore, based on CIS theory and the actuality, this paper established the brand image establishment system, whose first dimensions are mind identity system, behavior identity system and visual identity system. This paper also determined the relationships between each dimension of brand image building by use of analytic hierarchy process. In this way, research on dimension system of brand image establishment of Chinese-Foreign cooperation in running schools is more systematic and refined. By use of the established system of this paper, College A is evaluated and analyzed. Also, improvement suggestions and measures are given. The innovation of this article lies on the use of CIS theory in a relatively new field, and the establishment of brand image system of Chinese-Foreign cooperation in running schools. This provides a standard for the inspection on brand image.