Brand Marketing Strategy Research Of Shandong XieHe University

In order to promote higher education in our country,the Party central committee and the State Council make significant strategic policy to construct world-class universities and subjects in the new historical period.With the start-up of “double world-class” program,non-governmental colleges and universities are confronted with critical chances for reform and development.To show the advantages and vitality of the institution,non-governmental colleges must keep pace with the times and learn the enterprise marketing,accomplish the transformation development,enhance connotation construction and connect inner development with that of economic society to build the fame and integrate superior resources,which will promote core competitiveness.All of these are instructive of non-governmental university’s reform and construction.Shandong Xiehe College which is authorized by national educational department and supported by Shandong province’s budget as a characteristic college has become typical representative and formed its brand effect among other non-governmental universities.The thesis begins with the research of related notions,analyzes features and polices of non-governmental colleges,define and clarify the concepts of brand marketing and combination of them.Firstly,take the Shandong Xiehe College as an example,this thesis analyzes the competitive and developmental conditions,utilizes the marketing SWOT to discover the advantages,disadvantages,chances and risks.Secondly,this thesis comprehensively analyzes the present situation and problem of school’s brand marketing from selection,achievement and spread of brand positioning.Thirdly,the thesis deals with the investigation,adjustment,accomplishment and transmission of integration of related resources.Lastly,it elaborates the following aspects in detail: transformation of thoughts,cohesion of intelligent men,promotion of teaching quality,enhance of the professional level of teachers,expansion of educational channels,education of innovation and entrepreneur and improvement of school enrolment.