Research On The Brand Construction Of Private Colleges And Universities From The Perspective Of Connotation Development

The concept of "brand" originates from the enterprise at first,and is the product of the fierce competition of the market products.In 1990 s,with the increasing trend of the popularization of modern higher education,the development of private higher education has been developing rapidly,and has become an important part of the market of higher education.The competition between colleges and universities is becoming more and more intense,and the concept of brand has gradually entered the field of education.Since the establishment of private universities is relatively short and late,the mode of running schools is still in the exploratory stage.The whole management system and teaching mode are still imitating the public universities.In the process of concrete practice,it is impossible to manifest their own running ideas and talents training objectives.Private colleges and universities in order to achieve the dominant position in the fierce market competition,we need to establish brand awareness,accurate positioning according to the actual situation,combined with their own characteristics to rational planning,integrate education resources,improve teaching quality,standardize the management system,enrich the campus culture,enhance the overall image of the school,and gradually cultivate suitable their own brand,become an independent school in the education market,the majority of consumer recognition and love education.Therefore,it is of great strategic significance to explore the problem of shaping the brand image of private colleges and universities.Under this background,this paper analyzes the reality of private universities' brand building in recent years through market research and related theories and concepts of management.This paper puts forward the related problems and reasons in the process of brand building,and explains the possibility of brand building of private colleges and universities.The theory and practice,taking SY College as an example,combined with the situation,SY college brand specific ideas and measures,and to get inspiration,using theSWOT analysis method,in the brand image of the basic situation of making plastic.According to the questionnaire survey data,this paper analyzes the achievements and shortcomings of the college and the direction of futur.After years of efforts,the college has achieved certain achievements in all aspects of brand shaping,and has gradually improved its social status,and has been recognized by the public.But there are still many problems,such as imperfect system,weak sense of management,insufficient execution,unclear target location,and further improvement of tea.In combination with the above problems,the reasons are explained.On the one hand,the state is not enough to support the private colleges and universities,and the society has a prejudice against the private colleges and universities.However,it is more important that the orientation of the school is not clear,and the construction of the intension of the hardware construction has been paid attention to for many years.According to a series of problems faced by private colleges and universities,the specific strategies for the brand building of private colleges and universities are clarified.Including the strengthening of the sense of innovation,accurate brand positioning,cultivating professional characteristics and improve the recognition of the brand;brand,brand of students teachers;cultivating the full brand awareness,expand brand communication channels and the introduction of CIS strategy to analyze the private universities branding approach;the trend of the times,strengthen cooperation,walk the road of international education enrich the campus culture construction.