Research On Brand Management Of Dongguan Vocational And Technical College

Philip Kotler,the father of marketing,believes that brand is a set of specific characteristics,benefits and services that sellers provide to buyers.Brand can bring value-added to the owner.The content it carries is the consumer's recognition of products and services.It is the product of the interaction between the brand merchant and the owner.But brand is not only useful for business,but also very important in school construction in the field of education.School brand is mainly managed through a series of strategies,such as school self-positioning,strengthening characteristics,integration of superior resources and management of propaganda language.The management of school brand is related to the quality of school running,the benefit of school running and the publicity of school popularity.Therefore,it has become an important part of school management to promote school brand,form characteristics and reputation,and systematize the management mode of school brand.In his speech to the Nineteenth National Congress in 2018,General Secretary Xi Jinping emphasized that in order to improve the training system in Vocational education,deepen the integration of industry and education,and improve the form of school-enterprise cooperation,the development of vocational education school brand has become the policy of the development of national vocational education.The development of vocational education can not be separated from its management of Vocational and technical college brand.This study mainly uses three research methods: one is literature analysis.By consulting the literature on the establishment and management of school brands,this paper combs them,and provides the theoretical basis for this study and inspiration for writing.Secondly,using case study method,taking Dongguan Vocational and Technical College as a case,this paper finds out the problems faced by the brand management of Vocational and technical college in view of the current situation of school brand management.Third,questionnaire analysis was used.The teachers and students of Dongguan Vocational and Technical College are given relevant questionnaires to further understand the current situation of brand management in Dongguan Vocational and Technical College.This study is divided into seven parts: The first part is the introduction,including the background,significance,purpose,method and content of the study,as well as the research status at home and abroad.The second part mainly elaborates the related concepts from the theoretical point of view.It introduces the concept of school brand,the basic theory of strategic positioning,the theoretical basis of school marketing strategy,and the theory of brand management service marketing.The third part mainly studies the current situation of Dongguan Vocational and Technical College.Including the introduction of the general situation of the school,the analysis of the status quo.The fourth part mainly explores the problems existing in the management of school brand in Dongguan Vocational and Technical College.Mainly include: unclear positioning,lack of management mode,narrow channels for brand creation,traditional school-running concept constraints,low quality of enrollment,teachers' comprehensive quality to be strengthened and so on.The fifth chapter is the analysis of the internal and external factors of the brand development of Dongguan Vocational and Technical College.In this part,SWOT analysis method is used to analyze the factors of school brand management comprehensively from four aspects: advantages,disadvantages,opportunities and threats.The sixth part mainly puts forward the countermeasures around the existing problems,including the Countermeasures for the diversified development of Vocational and technical colleges,and the suggestions for strengthening the construction of internal brands.The last part puts forward the conclusion and enlightenment.