Study On Brand Building Strategy Of Education In Private Higher Vocational Colleges

Since the reform and opening up,China's private colleges and universities have been restored and developed rapidly,the school level has been continuously improved,and the quality of education and teaching has been continuously improved.In 2012,five private undergraduate universities such as Beijing City College became the first batch of schools in China to obtain qualifications for master's degree training.This has made new breakthroughs in the development of Chinese private universities.However,higher vocational education in our country started late in comparison with developed countries and regions.With the formation and development of China's higher education market,private vocational colleges face many difficulties in increasingly fierce competition.S Institute started its schooling in 1985.It has been more than 30 years since then.Looking back on years of development,S College has achieved a brilliant record but has also encountered bottlenecks in its development.Under the new era and national policies,S College wants to take off again.It is imperative to formulate the development orientation and plans for the new era based on its own actual conditions.This study first analyzed the necessity of education brand building in private vocational colleges from the aspects of development pressure,survival pressure and competitive pressure.It analyzed the private vocational colleges from the aspects of college autonomy,policy environment and social environment.The feasibility of brand building education was analyzed,and then the status quo of the education brand building of the S Institute was analyzed.The main problems that currently exist are the low positioning of the education brand,the management needs to be strengthened and improved,the lack of development power of the brand core,and the challenges faced by the brand output.Afterwards,the brand development strategy of private colleges and universities at home and abroad is used for reference.The brand development strategy of Wuhan Vocational and Technical College is to focus on cultural accumulation,take professional construction as a leader,build a scientific management platform,and strengthen scientific research and academic construction as the center,and improve the social radiation function.Education brands,and the European Business School is the establishment of a global business school,seeking global cooperation and development,to give students a global perspective for the purpose of building their own brand symbols.Finally,combined with the major problems found in the previous study and other college development experiences,we proposed development ideas and goals for the brand development of the S-School,and put forward development strategies from the three aspects of the brand architecture pattern planning,brand management system construction,brand promotion system optimization,and the construction of " Brand hardware,nurturing "brand teachers",creating "brand professional",forming "brand management",and training "brand graduates" concrete measures.