A Research On The Brand Building Strategy Of Higher Vocational Colleges

With the diversification of China's education market and the intensification of competition,the brand competitiveness of schools has become the commanding point of the future development of Higher Vocational colleges.The popularity of the higher vocational colleges is restricted by the low popularity of the schools and the weak competitiveness of the market.The development of Higher Vocational Colleges in China in twenty-first Century needs the guidance and promotion of brand concept.Because of economic development,brand has been produced,and this concept is widely used in product competition.However,with the development of society,the application of brand is not limited to enterprises,and the concept of brand is gradually integrated into the development of higher education in China.In order to realize the popularization of higher education in China,higher vocational colleges played a very important role in it when they first came into being.Nowadays,the educational system of our country is constantly reforming and innovating,and higher vocational colleges emit their unique light in the development.However,in recent years,there has been a phenomenon of competition among higher education institutions.This is due to the gradual decline in the number of university-age students in our country,the expansion of enrollment in many colleges and universities,and the fact that some students choose to study abroad,which leads to difficulties in enrollment.Located in Yunnan Province,A Vocational and Technical College belongs to higher vocational colleges.A Vocational and Technical College runs schools for enterprises.How to overcome its shortcomings and seek survival and development in the fierce market competition is a problem that the school must seriously consider.The author believes that the brand building of A Vocational and Technical College can promote the continuous development of A Vocational and Technical College by integrating school resources and advantages,highlighting school-running characteristics,improving teaching quality,increasing social recognition,reputation and exploring a set of sustainable brand building programs.This paper draws on the experience of relevant brand research in Colleges and universities,explores and analyses the brand building of A higher vocational colleges.The methods used in this process include normative theoretical analysis,investigation and research methods,as well as literature research and interview methods.The five main parts of this paper,the first part mainly describes the research background and the existing problems.The second part describes brand theory,and analyzes the concept of brand in higher vocational colleges.The third part analyses the brand development status of A Vocational and Technical College to provide reference for brand building.The fourth part expounds the brand building strategy of A Career Technical College.The fifth part,based on the former analysis results,expounds the research conclusion and looks forward to the future development trend of higher vocational colleges.The whole article takes raising questions,analyzing problems and solving problems as the main thread throughout the whole article.Starting from the actual situation of A Vocational and Technical College,it tailors the brand building strategy that meets the school's conditions.