Research On Brand Building Strategy Of S Private College

Nowadays,the higher education shows a trend to transfer from elite education to mass education.Since the public education resources are limited,the private education is seizing more market share.When choosing colleges and universities,students and their parents would take their brands into special consideration.Especially in the times of Internet and information where the education industry is gradually globalized,the competition among colleges and universities is getting more and more intense.To survive in the competition,private colleges and universities need to cultivate their own characteristics,by the means of improving education quality,polishing the brand image,and raising their public awareness visibility and reputation.Based on this background,this paper is going to conduct surveys starting from university characteristics to learn about the problems and weaknesses of S university.By drawing lessons from the schooling experiences of other colleges and universities,this paper will then give some advice for S private university to improve its brand images according to its current situation,using education research and culture as carriers and through internet and other media means.This paper will include the explication of the connotation of branding,university branding,and branding of private colleges and universities,and domestic and foreign literature.It will solicit the opinions from stakeholders via interviews and questionnaires.The stakeholders include internal stakeholders –currently enrolled students and faculty,and external stakeholders – students' parents and employers.It will utilize the SPSS 11.0 to analyze the sample statistics to get the whole picture of the status quo of S university brand.In addition,it will adopt the SWOT analytical method to analyze the strengths,weaknesses,opportunities,and threats of S university.Finally,it will conclude some suggestions based on the statistics and analyses results.The main advice may include improve its education quality,carry out the talent plan,highlight characteristics,cultivate brand student,promote brand communication,and improve its public awareness and reputation.