A Study On Brand Building Of Clinical Medical College Of Tianjin Medical University

Originated from the development of market economy, brand concept has been widely applied in the competition of enterprise products. With the continuous development of China's education system as well as the continuous innovation of education forms, some concepts of brand building have been gradually introduced to the field of higher education. As the highlight of the reform and innovation of China's higher education system, independent colleges, since the beginning of their establishment, have made outstanding contributions to the popularization of China's higher education, and have obtained vigorous progress through ten years' development of higher education. However, with China's declining college-age population, substantial enrollment of colleges and universities, and prevalence of studying abroad, colleges and universities, including independent colleges especially medical colleges, are faced with increasingly fierce competition for enrollment. Because of the subject characteristics, independent medical schools have higher requirement for qualified teachers, teaching attachments, laboratory equipments and clinical practice. Due to the lack of government investment, these colleges are now faced with funding problems, coupled with the higher entry barriers based on the approaching personnel saturation of public hospitals and large-scaled healthcare agencies, which results in employment difficulties of a large number of medical students, thus causing enrollment difficulties of some independent medical colleges. Therefore, how to overcome their weaknesses, and to seek survival and development in the fierce market competition, is a question that requires serious consideration by the teachers and administrators of each independent medical college. The author believes, the implementation of brand-building strategy, that is, to explore a set of brand-building programs for sustainable development, through integrating advantages, highlighting college-running characteristics, enhancing teaching quality, and increasing social reputation and recognition, is the only way to promote continuous development of independent medical colleges.Taking example by the existing related brand research of medical colleges and universities, as well as that of independent colleges, this thesis, with a case study of Clinical Medical College of Tianjin Medical University, conducts research and exploration on brand building of independent medical colleges through theoretical analysis, comparative analysis and investigation. The thesis includes six chapters. Chapter 1 describes the background, purpose and meaning of research, putting forward the research ideas, methods and main content, as well as research route. Chapter 2 interprets related concepts referred by the brand building of independent medical colleges, for the theoretical basis in the research of next step. With a case study of the brand-building of Clinical Medical College, Tianjin Medical University, Chapter 3-4 analyzes the current situation of the college's brand building by use of questionnaires, comparative analysis and statistic analysis, which found that the college has a low social approval degree and problems about positoning, image, publicity and post-maintenance of the brand building. Chapter 5-6 put forward specific brand-building measures based on the results of previous analysis, including: strengthening brand awareness and innovative awareness, capturing brand positioning, designing good brand image, improving the operating conditions, enhancing professional development, optimizing faculty structure, reinforcing teaching quality management, strengthening construction of campus culture, and broadening the depth of graduate employment.