Research On Brand Management Of The MSE+X Program In Harbin Institue Of Technology

In recent years,as our country puts forward the developing strategies of promoting a batch of high-level universities and disciplines into the world's top level and getting involved in the Belt and Road Initiative,internationalizati on in colleges and universities has been developing rapidly.Various types and levels of international cooperation projects are flourishing,and the brand competition between different cooperation projects is serious.The development of international cooperation projects has gradually shifted from the mode of extensive quantity to the mode of intensive quality,so the brand manage is gradually playing an important role.But the organization structure of international cooperation project is complex and many factors influence the level of brand management.It needs to analyze the related factors with the maximum influence.And based on these factors,it should summarize the existing problems in the brand management,and puts forward the corresponding measures and methods.Thus it helps to improve the level of international cooperation project of brand management effectively.Based on the brand management of MSE+X project in Harbin Institute of Technology as the research object,with the integrated use of releva nt theories in the field of brand management,using research methods of literature analysis,questionnaire investigation,model analysis,and the combination of qualitative and quantitative analysis,this paper analyzes the brand management system of MSE+X project to extract the influence factors of brand management,thus to put forward the problems and relevant measures of brand management.Thus,it will discuss how to build the brand image,improve the brand management level and enhance the core competitiveness of MSE+X project in the wave of international cooperation in this paper.Firstly,it analyzes the current brand-management situation of MSE+X project in HIT based on the relative theory of brand management from such strategies including brand positioning,brand quality,brand promotion and brand maintenance.It will explore how to synthetically use the faculty in School of Software at Harbin Institute of Technology,foreign high-level cooperation partners and good brand image.Through planning,organ izing,implementing,controlling and implementing the strategic target of MSE+X project in HIT,its brand recognition,satisfaction and loyalty will be improved.Secondly,according to the current status of MSE+X project in HIT and the relative theory of brand management,it establishes an index system of brand management factors,makes questionnaire design,and get the data related to brand management.Through analyzing the data from a structural equation model,it extracts the influencing brand-management factors of MSE+X project in HIT,and analyzes the influence degree of various factors on the brand-management level and the relationship between different influence factors.Thus it will lay the foundation of analyzing the problems and causes of project b rand management,and discussing the measures of brand management.Finally,it analyzes the problems in brand management and their primary causes from the aspects of brand quality,brand promotion and brand maintenance based on the relative influencing fact ors on the brand-management level of MSE+X project in HIT.It puts forward the measures of brand management of international cooperation projects in combination with the advanced experience in brand management of international cooperation projects in colleges and universities within and out of the country,from those three aspects,such as optimizing the teaching system to improve brand quality,attaching importance to recruitment and strengthening brand promotion,and developing cooperative partners and op timizing brand maintenance,which will help to improve the level of brand management of MSE+X project in Harbin Institute of Technology.Thus it would provide reference basis for optimiz ing the brand management in colleges and universities.