A Study On Brand Marketing Strategies Of Programs Of Education For International Students Studying In China: The GDUFS Case

Nowadays,great changes have taken place in China's education for international students and it has turned to connotative development with the requirement of ‘Improving Quality and Efficiency',which are the only way and also ‘the Mission of the Times' for China to transform from a ‘Big Country in Education' to a ‘Strong country in Education'.Along with the increasing number and scale of international students received by colleges and universities across the country and fierce competition for grasping international students has emerged in this field,more and more colleges and universities come to realize that the traditional marketing strategies cannot meet the changing market rules and environment any longer.Brand marketing has gradually been widely used in the development of education for international studying in China,providing new marketing ideas for the current development,which is the key for colleges and universities to win resources in the fierce market competition,improve competitiveness and maintain strength in the long-term development,simultaneously,there are still some shortcomings in this field.GDUFS,the case study in this paper,has some problems to be solved in brand marketing strategies of programs of international education.GDUFS is a university with distinctive international characteristics and its brand marketing strategies of programs of education for international students has made certain achievements,which enjoys certain popularity and maintains a good momentum of development in Guangdong province and even in China.Whereas,some problems exist in the process of GDUFS's brand marketing strategies in this field,including ambiguous positioning and,brand design to be strengthen,brand communication to be condensed,brand maintenance and brand tracking studies to be constructed and etc.Based on the study of the status quo of brand marketing strategy of international education and China's education for international students,together with the analysis of the status quo of brand marketing of GDUFS's programs of education for international students studying in China,in accordance with the thinking of brand marketing and application of the relevant brand marketing theories,referring to the successful experience of excellent universities at home and abroad,taking ‘core competitiveness' as the research core,this paper puts forward the optimization strategy of brand marketing,aiming at highlight GDUFS's brand features and core competitiveness,so as to promote its sustainable,steady and healthy development for long-term.