The Research On The Path Of Brand Building Of Local Key Universities

The development of local key universities is also the growth process of university brand.Brand building is not only an accumulation process of academic influence and academic reputation,but also the results of conscious design and operation.At present,how to find a suitable brand building development path in the fierce education market competition,becoming a serious problem for Chinese universities,especially the local key universities.This also provides a very important practical significance for this research.Firstly,through the sorting of lots of literature,this paper extracts the relevant theories of the brand connotation of universities,and holds that can be set out from four perspectives,namely the government perspective,the teacher-student perspective,the cultural inheritance perspective,the scientific research and social service perspective,which are taken as the theoretical basis of the research.Secondly,this paper proposes the path analysis chart and model of university brand building.Then the relevant data representing the brand building of China's top universities(" C9 ")are used to analyze and prove the scientificity and rationality of the model.Thirdly,this paper analyzes and summarizes the policy background and development process of brand building of local key universities,and then analyzes the selected case of Z university to summarize the deficiencies in the brand building process of Z university.And for the local key universities,brand development way of China's top university is the direction of the efforts to pursue,through the comparison and analysis,local key universities can find the deficiency in the process of brand building.Finally,this paper analyzes the path construction of local key universities from different perspectives,putting forward corresponding suggestions to provide reference for the brand building of local key universities.