Research On Brand Shaping Of Private Colleges And Universities

For the attention of the education in our country,animating the whole development of education industry,it not only brings to the traditional public school more training opportunities,at the same time,also stimulate the development of private universities operations.In more and more private universities rising at the same time,more and more great pressure of competition comes to live,how to make the private schools have more opportunities for development and training talents,become the attention and research of school management.Along with the continuous development of the "brand",the enormous vitality and opportunities brought by the brand effect,also from the original business permeated all fields of society,in terms of private colleges,the brand is to excavate its more development potential and opportunities,to seek better and more perfect brand shaping,is each private colleges at human resources also want to do.Inside the school hardware and software facilities are complete,on the basis of the improvement of brand awareness,can let the school on the basis of the original position,up to a higher level stage.In this paper,in combination with the current domestic private colleges branding environment,conditions and,on the basis of existing Yang En University of Quan Zhou city in Fu Jian province as an example,through analyzing about the present situation of its branding,thereby better for domestic private colleges enriching the connotation of the brand building,to seek better ways to brand shaping and path,for private colleges provide feasibility measures and the reference of further development.Can be broadly divided into six parts in this paper,the first part is the introduction part,from the research background,research status and research ideas and methods,this article main research content for system review;The second part is the theoretical basis,to point out that the brand and brand building theory,the theory of private universities branding in-depth excavation;The third part is the current situation and existing problems of private universities branding,emphasizing the importance of private universities branding;The fourth part is run by the local college basic strategy of brand building.Including brand idea,brand positioning,brand quality,brand culture,brand innovation and brand spread in private colleges the aspects of branding strategy are studied.This also for the next chapter Yang En University branding provides reference.The fifth part is Yang En university branding.With Yang En University as an example of case analysis,to deepen the research content of this article,from the perspective of case Yang En University,the branding of Yang En university carries on the analysis and summary,summarized its existence problems and solving strategy is given.The last part is summary and outlook,summarizes the core content of this thesis research,and puts forward prospect for future research and development trend.