Research On Brand Strategic Management Of H Private College

As an significant part of higher education,private higher education plays an important role in promoting the popularization and popularization of higher education in China.Its development not only expands the supply of educational resources,but also makes up for the shortage of public education resources.In recent years,the transformation of colleges and universities,the acceleration of the marketization process of higher education institutions and the expansion of the autonomy of running schools have made the brand effect of colleges and universities gradually increase,and the public's pursuit of famous schools has become increasingly prominent.The competitive pressure faced by private colleges and universities is increasing.How to seize opportunities and avoid challenges has become the key to sustainable development in private universities.As a typical private college,H Private College has achieved extremely rapid development in less than 20 years.In the process of transition to a high-level applied university,H Private College actively explored the school-enterprise cooperation model,formed the prototype of the "applied" education brand,and achieved some results.However,from the current development of the school,the private competitiveness of H Private College is weak,and the brand strategic management system is still immature.This limitation restricts its transition from weak to strong.In order to promote its better development,this paper takes H private college as the research object,analyzes the current situation and causes of H private college brand status through data collection and in-depth interviews,and then uses SWOT analysis method to deeply analyze the brand strategy management of H private college,the advantages,disadvantages,opportunities and threats,and accordingly,make a choice for the H-host college brand competition strategy,that is,adopt a differentiated competition strategy,and at the same time determine the short-term,medium-term and long-term goals of the brand strategy.After fully considering the internal and external environment of H-host college brand strategy management,the author has determined that his brand is positioned as "high employment",and from the aspects of brand creation,brand communication,brand maintenance,etc.,formulate the blue strategy map of H private college brand,and make full use of this brand.The brand effect of private colleges and universities enhances the visibility of their education brands to enhance their competitiveness and promote their good development.At the same time,it provides reference for other private universities to implement brand management.