Research On The Brand Image Building Of Jiangxi TH College

More than 30 years of reform and opening-up, Chinese private higher education offered a good development, made great achievements. The 21 st century is the century of brand, academic study of private higher education has gained abundant achievements, including studies of private colleges brand is one of the hotspots in recent years, specially in education under the background of globalization, the competition between universities become more and more intense, China's private universities as a special school, to share in the competitive market, we must integrate their education resources, improve the quality of school education, improve the image and cultivate their own school brand.This paper was based on such a background, according to the characteristics of jiangxi institute of TH, through market research, find out the problems and deficiencies jiangxi institute of TH brand construction, by reference to other characteristic of domestic private colleges, carries on the effective conformity and construction, to the principle of feature localization in education, research and service as the carrier, such as network, media for transmission channel, shaping a good image of the jiangxi institute of TH, forming brand characteristics of jiangxi institute of TH.This paper is divided into seven parts: the first part is introduction, including the problems and of the research background, research significance contents and methods; The second part: theoretical framework of study, this part is mainly explains to brand, related concepts of brand,brand of colleges and private colleges and literature at home and abroad; The third part is through the basic introduction of situation in jiangxi institute of TH, applying SWOT analysis, the analysis of strengths, weaknesses, opportunities and threats of jiangxi institute of TH; The fourth part: utilizing the questionnaire on TH college students in jiangxi province in the form of satisfaction questionnaire survey, through the questionnaire discovering some problems in jiangxi institute of TH, then introducing the characteristics of other domestic private colleges; The fifth part: putting forward the thought and method of brand construction in jiangxi institute of TH.Through the inner core, strengthening the brand concept, reasonably positioning to illustrate the idea of inner shape. By introducing CIS analysis of brand construction in jiangxi institute of TH, illustrating the proposed external shape. The sixth part: on the basis of the idea, suggesting that jiangxi institute of TH through perfecting the President responsibility system under the leadership of the board, building brand, cultivating professional teachers, building brand, expanding employment, strengthening the construction of brand promotion to buid brand of jiangxi institute of TH. The last is the conclusion and prospects.