The Problem And Strategy Of Brand Image Building For Higher Vocational Colleges

With social and economic development,higher vocational education has become the strategic focus of our nation' s education,national policy support and funding for higher vocational education continu e to improve,more and more public accept this kind education,all of these have provided a good opportunity for the developm ent of higher vocational colleges.Meanwhile,the com petition of higher education in domestic and foreign markets becomes fiercer and fiercer;the development of higher vocational colleges faces a severe challenge.Vocational colleges need to create a good brand image to im prove their co mpetitiveness and achieve healthy and benig n development.In this paper,we study the brand im age building of highe r vocational colleges from theoretical and practical levels based on the CIS(Co rporate Identity System)theory.Theoretical levels we studied: the constitution of CIS;the relationship of M I(Mind Identity)?BI(Behavior Identity)and VI(Visual Identity);the utility and function of CIS for brand image building of higher vocational colleges;the difference between enterprise CIS and brand im age building of higher vocational colleges;the necessities,principles and aspects of the implementation of CIS theory in brand image building for higher vocational colleges.Practical levels we performed a case study of the CIS theory for brand im age building for "L Vocational and Technical College": firstly,the problem s and reasons for bra nd image building of "L Vocational and Technical College" are analyzed;Then the importance and demand analysis of brand image building of “L Vocational and Technical College" are pointed out;finally,the detailed methods of the im portation of CI S theory in "L Vocational and Technical College" and the proc ess of brand im age building under the guidance of CIS theory for "L Vocational and Technical College" are given.The brand image building is a new topic in the field of management,we hope to provide useful help for the future development of the theory and practice of brand image building for higher vocational colleges.