Research On The EU Erasmus+ Program Under The Brand's Perspective

With the development of economic globalization,internationalization of higher education has become a trend.China has always attached importance to the position in world.In 2016,General Office of the State Council of China issued a document about education opening to the outside world in the new period to deploy the work of the education opening to the outside world in the new period.After the European military,economic,monetary integration,the strategy of internationalization of higher education in EU is considered to be another major step in the process of European integration.EU launched "Erasmus +" in 2014 to try to implement a global strategy for EU education.This paper explores the brand marketing strategy of "Erasmus +" from the perspective of brand,so as to distinguish the construction of commercial brand and educational brand,in order to grasp the essence of educational brand construction in depth.This article mainly uses the literature analysis and the case study method.According to the connotation of the brand,"Erasmus +" is regarded as a unique brand image.It analyzes the causes of the "Erasmus +" in the political,economic,cultural and educational background,and summarizes the main contents and important characteristics of the "Erasmus +" to demonstrate the "Erasmus +" as a brand.Combined with the theoretical basis and the main content of the "Erasmus +",the paper specifically analyses the brand marketing strategy of "Erasmus +" in the brand marketing theory from the brand positioning,brand image,brand promotion,brand extension,brand internationalization,to discover the unique aspects of educational brand building.Based on the analysis,the brand building process of "Erasmus +" as an educational brand is different from the commercial brand.Therefore,this article attempts to explore the essence of educational brand building from the distinction between educational brand and commercial brand.It finds that the educational brand is based on the modern educational concept,and develops and spreads in the exchange of diverse cultures,and cultivates international talents towards to the outside world,ultimately to cultivate talents with moral.