The Study Of Local Universities Brand Construction Strategy

In modern higher education from elite education to mass education, the transition from scale expansion to intensive development of the historical process, the community's quality of higher education requirements gradually increased. To meet the needs of social development, but also to adapt to market demand, and thus of higher education with the market gradually, and complete market transformation, the Higher Education have more autonomy and the right to operate, the Higher Education intensified competition, students and parents choose universities, their gaze is not limited to their own can receive a good education in school, they also desire to maximize the benefits of their own. How to choose the best colleges and universities do? The most important factor is the school's brand,brand recognition and high school can bring more brand. Therefore, have the advantage of a university brand building, the school will bring a higher profit potential. In particular,local colleges and universities in their own development has some limitations, competing face of "211", "985" universities have the favorable factors, as well as other universities of the same nature, where the university itself should be how to carry out brand building,local colleges possession advantage in a highly competitive environment, how unique among similar colleges and universities, this is a real problem in many parts of colleges and universities need to be tackled, the main object of study of Jiangxi Agricultural University. Reference herein corporate brand of the entire process, to compare the use of local universities to create a brand strategy. Binding studies, to submit the following assumptions:Assumption 1: everyone brokers, they will pick out a brand maximize their own interests.Assumption 2: Local overall quality of college students is higher, the better the degree of brand building.Assumption 3: Local Teachers College to improve, the better the degree of brand building.Hypothesis 4: Features in Local Colleges of the more vivid, the better the degree of brand buildingHypothesis 5: Local University Campus Culture of the more distinctive, the better the degree of brand building.Hypothesis 6: the higher the social evaluation of local colleges and universities, the degree of brand building as possible.Questionnaire design, survey, the use of the data SPSS22. 0 Expand sample analysis reliability and validity testing and exploratory factor analysis, confirmatory factor analysis,regression analysis, the author puts forward the hypothesis by six tests are true. In "Economic Man" Hypothesis, stakeholder theory as the basis, based on quantitative and qualitative research, and based on the realities of the quality of students, teachers, school characteristics, campus culture, social evaluation of five factors, summed up brand building local university policy.