Research On Brand Cultivation And Management Strategies Of L Vocational And Technical Schools

With the rapid development of China's vocational and technical education,the secondary vocational education market has been formed.Even the public vocational and technical schools are still facing great pressure of survival and development in the increasingly fierce competition.Of this study was to explore the surrounding public vocational and technical school brand cultivation management,brand cultivation for vocational and technical school provides constructive Suggestions,in order to the vocational school attaches great importance to the brand cultivation,and through the brand cultivation,enlarge the social influence of the school brand,improving teaching quality and efficiency,high-quality technical personnel to the economic construction of our country.Four research methods are mainly used in this study.First,literature analysis is used to extensively consult literature related to brand cultivation and management,which lays a theoretical foundation for this study.Second,questionnaire analysis is used to issue questionnaires to teachers,students and parents of L vocational and technical school to understand the current situation of school brand management in detail.The third is the interview method.Through interviews with teachers,students,parents and business management personnel,the effectiveness of brand cultivation of L vocational and technical school is understood and the causes of the problems are analyzed.This study firstly analyzes the importance of cultivating the brand of vocational and technical schools against the background of the overall goal of China's vocational education development and the rapid rise of China's economy.Then L vocational and technical school as a case,according to the brand cultivation management theory,using the SWOT analysis method,on the brand cultivation management present situation and the environment were analyzed,and pointed out its in brand management,brand positioning,brand communication,Customer loyalty needs to be improved,brand cooperation,problems of brand culture shape,main show is imperfect management mechanism,the brand image fuzzy,short aging brand communication,brand maintenance and brand extension implementation does not reach the designated position,brand cooperation renewal is too short,brand culture shape dimension is not enough,etc.;Then through the literature analysis method with advanced enterprises,and other school brand cultivation management experience,from the seven aspects of specific brand cultivation improvement countermeasures and Suggestions,including perfect brand cultivation management mechanism,the adjustment of market orientation to promote the brand image,select the appropriate brand propagation mode,Enhance brand reputation,expansion downward extension strategy,enhance international influence,multidimensional brand culture,etc.At last,it is concluded that vocational and technical schools should adopt scientific methods to cultivate the brand and establish the core value of the brand while improving the quality of educational products.Good brand cultivation management will ultimately determine the future development of a vocational and technical school.