Research On Brand Management Promotion Strategy Of W College

With the vigorous development of China’s education industry,private education has entered the fast lane of rapid development.After the implementation of the new Law on Promotion of Private Education and a series of new education policies,private education is facing a series of new opportunities and challenges.Thinking of change is the common destiny faced by every private school,and it is also an important plan for the top-level design of private schools.China is a big country of higher education.There are numerous excellent colleges and universities,and private colleges and universities are an important part of higher education.On the one hand,private colleges and universities provide more choice learning platforms for those who need education,increase people’s educational level,and improve people’s scientific and cultural level.On the other hand,private colleges and universities provide necessary personnel guarantee for China’s economic development.Compared with public colleges and universities,private colleges and universities still have their own weaknesses and defects.In particular,the brand awareness is far lower than that of public universities,which makes it difficult for them to have a relatively stable foothold in the market.Therefore,private colleges and universities need to attach importance to brand management,carry out brand promotion,develop their own unique management methods in the highly competitive field of education,and open the door of college market.This paper summarizes the domestic and foreign private university brand management related literature.Taking W College as the object of case study,this paper combines the existing education situation and the problems and challenges faced in the development of private colleges,focuses on the brand management of private colleges.Through SWOT analysis and questionnaire survey,it makes a systematic overview analysis of W College,and puts forward the problems and challenges in brand management of W College.At the same time,it draws on the advantages of brand building of Hebei Institute Of Communication College,an excellent private university in Hebei Province,and puts forward promotion measures and guarantee measures that are conducive to brand development according to its own characteristics.Through studying the case of W College,it is found that The comprehensive strength of W College is relatively low among private colleges in the province.The campus environment,faculty,disciplines and majors are relatively weak.The school is less well known,the brand positioning is unclear,the brand communication is not in place,and the brand maintenance method is outdated.Brand management has become an important aspect of the development of W College,and it is particularly important to establish a university brand management model.In view of the above problems,the future planning and development of the brand of W college is forecasted.Specific promotion strategies include the following aspects:(1)Based on the needs of teachers and students,precise school-running philosophy and university brand positioning;(2)Improve educational conditions,create characteristic specialties and build brand image;(3)Actively participate in social activities and expand various brand communication channels;(4)Understand the dynamics of teachers and students,build public relations system,and strengthen brand maintenance.At the same time,Guarantee from manpower,system,fund and so on,establish scientific brand management and maintenance system.Through optimization and integration from various aspects,it helps W College to gain experience and lessons in brand management,carry out brand building,enhance brand reputation,strengthen core competitiveness,and promote W College to a new stage of development.At the same time,it provides some practical basis for other private colleges and universities to carry out brand building,and finally drives the vigorous development of the whole educational undertaking.