The Research Of Acem Brand Enhancement Strategy

With the rapid development of China’s economy,business education has become an important witness and supporting pillar.First of all,market demand for business education is increasing;secondly,business education industry is comparatively profitable,thus make the market competition pretty fierce.Therefore,only a business school with a strong brand can attract high class faculty,top tier students,as well as maintain high alumni loyalty and share school social responsibility best practices.Antai College of Economics and Management(ACEM),Shanghai Jiao Tong University has experienced rapid growth and is facing branding enhancement and upgrading currently.The main contents of this dissertation include analyzing the development of China’s leading business schools,especially focusing on brand development of ACEM.By using the questionnaire survey and other research methods,the thesis reviews college’s brand positioning,brand awareness,brand management and brand communication situation,and concludes problems including lacking differences on brand positioning,low brand awareness and being short of coordination on brand communication and management.On this basis,this paper established goals and advices of brand enhancement for ACEM on brand positioning,brand awareness,brand communication and brand management.By combing education theory to enhance the brand of the college,the dissertation rasises advices include digging college uniqueness on brand positioning,injecting more historical and cultural values in brand awareness,strengthening the synergy of brand management,and making good use of new media and integrated marketing communication theory and practices.