The Brand Strategy Of Higher Vocational Colleges

As the development of economy and society in our country, there are higher demands on skilled talents, which is a new challenge to higher vocational education development. Modern vocational education is the type of education that meets the needs of economy and society development. As the promoting of new industrialization and developing of science and technology, modern vocational education system increasingly becomes an important support of national competitiveness.According to the currant higher vocational education development in our country, there are more and more expectations on higher vocational education from the society, besides, competitions between vocational colleges are becoming increasingly fierce. With problems like uncertain school-running ideas, incorrect specialty orientation, decreasing students, and inadequate faculties, every higher vocational college is facing to the short of students. Faced with the competition, higher vocational colleges must pay attention to the brand building in college processing. As a consequence, there is an important meaning in researching higher vocational colleges' brands development.This thesis adopts documentation analysis, empirical analysis, case analysis, investigation method, summarizes the theory concerning brand and strategy management, comprehensively researches the material regarding higher vocational college development, and analyzes the status quo and future trend of higher vocational colleges' development in china under the current situation. Taking J school in a higher vocational college as an example, the author analyzes and summarizes internal and external environment, competition situation, advantages, disadvantages, opportunities and threats in competitions by using Michael Porter's Five Forces and SWOT models etc. based on this, the thesis clarifies the importance of higher vocational colleges' brand building, and systematically states What strategic approaches higher vocational colleges should take for the brand building in currant market environment.