Research On The Brand Management Issues And Countermeasures Of Private Universitie

With the development of China’s economy,the education industry is also developing rapidly.Among them,higher education has maintained a growth trend year after year,Both the quality and scale of development have achieved gratifying results.The development of private colleges and universities is also facing huge opportunities.With the continuous expansion of the scale of private colleges and universities,how to stand out from many colleges and universities,how to attract excellent students to train excellent graduates,and how to supply talents needed by the industry for the society,have become the problems that private colleges and universities need to face.With the continuous improvement of the development of Chinese corporate brands,the agglomeration effect brought by brand promotion to an organization has become more and more obvious.As a commercial organization,for-profit private colleges and universities can learn from the brand development planning theory in enterprises,which will help private colleges and universities to tap more development opportunities.Based on the history and theory of brand development of private colleges and universities at home and abroad,this paper analyzes the current situation of brand management in Shanghai S private colleges and universities,so as to better provide experience for other private colleges and universities with unclear brand positioning and chaotic brand management system.For reference,and provide a clear brand development path for S private colleges and universities.This paper is composed of five parts.The first part is the research background and significance.This paper discusses the significance and value of brand strategy of private colleges and universities based on the current development status of private colleges and universities.The second part is the theoretical basis of brand management of private universities.Starting from the general brand theory,combined with the unique historical background of private colleges and universities,it builds the theoretical foundation for the development of brand management in private colleges and universities.The third part sorts out the current situation of brand management of S private universities,analyzes the external environment and internal environment of S private universities through Porter’s 5-force model,and analyzes the threats,challenges,advantages and opportunities faced by S private universities.The fourth part,in view of the brand management cognition of S private colleges and universities,set up a targeted questionnaire to investigate the members and external audiences of S private colleges and universities,and verify the problems analyzed in the external environment and internal environment.The main problems of private colleges and universities at this stage provide a realistic basis for the next part of the countermeasure research.In the fifth part,it proposes solutions to the problems existing in S private colleges and universities.Finally,the core content discussed in this paper is summarized in the conclusion and prospect,and the future development of S private colleges and universities is predicted and prospected.