Research On Brand Strategy Of Shandong YC College

The brand strategy of private colleges and universities evolves from the brand strategy of enterprises.The brand construction of private colleges and universities not only expands the space for market development,but also provides a better platform for talent training.With the continuous development of private higher education,the school brand consciousness gradually strengthened,including diversification of brand promotion,new media promotion,admissions website construction,between-universities-communication and so on.But the brand strategy of private colleges are still in many deficiencies,such as unclear college brand positioning,lack of brand consciousness,Insufficient connotation construction and other problems.Therefore,colleges and universities must constantly shape their own educational brand,innovate the educational system,occupy a place in the fierce market competition,gain competitive advantages,build their own brand of college education,pay attention to brand construction and management.The development of China's private colleges and universities must take the road of higher education with Chinese characteristics.Shandong YC College has been developing rapidly since its establishment for more than 20 years and enjoys certain competitive advantages in the industry.The college has made some achievements in its transformation into a high-level application-oriented university.However,according to the analysis of the current development situation of the college,its brand competitiveness is still at a disadvantage and its brand construction is not mature,which restricts the sustainable development of the college.This paper reviews the theories related to brand development and management,and summarizes the theories related to brand strategy,development and management of colleges and universities.On the basis of brand influence,brand marketing,and brand strategy theory,the brand strategy of Shandong YC college was investigated and analyzed,and the SWOT analysis was carried out to show the strengths,weaknesses,threats and opportunities of the college.Finally the differentiated development strategy was put forward.In combination with the brand development status of the college,future development goals are planned and set in this paper,including long-term goals,medium-term goals and short-term goals.This research aims to help to continuously optimize the development of the college,enhance the core competitiveness of the college,ensure the completion of the brand strategic goals of the college,and realize the sustainable development of the college in the future.The author hopes to enhance the college's competitiveness by making the strategy blueprint,and to provide reference for other private colleges and universities to implement brand management.