Brand Shaping Of Private Colleges And Universitie

With the development of higher education in China,the higher education industry has also entered the stage of vigorous development,which brings a good opportunity for the development of private universities.However,with the rise and development of more and more private colleges and universities,the pressure of survival competition among colleges and universities is increasingly fierce.How to get more students for private colleges and universities to seek their own development has become the core issue concerned by the management of many private colleges and universities.The emergence of "brand" and the great opportunities brought by the brand effect have aroused the attention of more and more education practitioners to the school brand.For private colleges and universities,brand promotion can dig more development opportunities for them,and make the school rise to a higher level of colleges and universities on the original basis,and get more attention and students.With the source of students,private colleges and universities can achieve sustainable and long-term development.Therefore,brand shaping is becoming more and more important for private colleges and universities.Taking the brand shaping of private colleges and universities as the research direction and taking Shijiazhuang XX Vocational College as the case,this paper studies the brand positioning,image system,quality management and integrated communication in brand shaping through literature research,investigation research,case analysis,analytic hierarchy process and other research methods.Research shows that Shijiazhuang XX Vocational College has many problems in brand building: lack of awareness of brand building;brand positioning is not accurate and there is a gap between reality;the brand is not different;the existing visual system is not attractive,the concept system is not unique The behavior construction is not perfect;the management level is insufficient;the effectiveness of integrated communication is not high.It is proposed that a modern brand building concept should be established,and a distinctive brand positioning should be established;in the image system,it is proposed to create a unique visual system,establish a scientific concept system,and form a culturally rich behavior system;Improve the brand-building management organization and establish a feedback mechanism for brand management;interms of integrated communication,it is proposed to enrich the current publicity channels,actively carry out word-of-mouth marketing,promote school-enterprise cooperation,and actively participate in various social activities.