Study On Brand Construction Of Independent Colleges

Relying on private schools, the independent college is a special form of school in China, known as the "public college sponsored by people". Since born in June 1999 and after nearly 20 years of development, the independent college has become an important part of China’s higher education, which cannot be ignored. Its vigorous rise has aroused people’s wide attention. Its unique form of running a school has created its own unique value.The survival and development of independent colleges will ultimately be determined by the society and the market. If higher education is relatively developed, ordinary public universities whose have relatively low fees, have been able to basically meet the social demand for higher education, then the historical mission of the independent college is done. And then it must complete the change from "borrowing brand" to "create brand", which fulfills the truly independent development and becomes real independent college and university. In particular, for those independent colleges, which are located in the less developed areas and do not have the geographical advantage, how to build their own brand, which is also worth further research. This requires independent colleges to analyze their own shortcomings, develop and implement brand building strategy, and play their own advantages. But there are a lot of problems in the process of brand building and the implementation of independent colleges, which causes the waste of resources and poor effects. This essay takes the G College as an example, on the basis of investigation and analysis and the brand building theory, to design the brand image, formulate a G college promotion strategy and go in for the brand construction.The paper takes my former work place, G College, as the research object. It is divided into five parts, discussing brand construction of G Institute, including the first part of the background and research actuality analysis of creating G college brand; the second part of the analysis of the theory of brand building, introducing the connotation of the brand and the characteristics, theory brand management and construction; the third part of the analysis of brand marketing and brand building of other independent colleges in China, mainly introducing Nanchang University Institute of Science and Technology which belongs to the same parent of Nanchang University, and the successful experience of Huazhong University of Science and Technology in Wuchang, which won the first place on the independent college charts for 10 consecutive years(2006---2015); the fourth part of the investigation and analysis of the brand building of G, which centers on the form of a questionnaire to the in-depth investigation of G college brand construction, and detailed SWOT analysis; the fifth part of exploring of G college brand building, which centers on learning from the advanced experience of other independent colleges, and promote brand building of G college. Finally, it is the conclusion part, mainly summarizing the main contents and viewpoints.