A Study On Brand Strategy Management Of Private Vocational College

Since the reform and opening up,China has made great social progress and unprecedented economic prosperity.The people’s demand for higher vocational education is increasing day by day.With the continuous improvement of the state’s support for the development of private higher vocational education,private vocational colleges have ushered in a long period of rapid development,in the student scale,total assets,social reputation and other aspects have achieved considerable development.At present,private vocational colleges have a large number of students,a large scale and increasing social influence.However,it also faces many problems such as lack of cultural precipitation,shortage of funds,weak teachers,outdated or missing hardware,and student crisis.In order to further promote the development of civilian-run vocational education,it is necessary to conduct in-depth research on civilian-run vocational colleges.Domestic academic research on civilian-run vocational colleges seriously lags behind the rapid development of civilian-run vocational colleges,and the existing theoretical research can not meet the needs of theoretical guidance for the development of civilian-run vocational colleges.The existing achievements focus on the salary system,subsidized education mode,scientific research team,specific curriculum and professional construction,internal mechanism,transformation and development,resource integration and strategic management,etc.There are few literatures on the brand strategic management of private vocational colleges.Brand is the cornerstone of sustainable development of organizations.It is of great significance to carry out brand strategic management research of civilian-based vocational colleges to make up for or enrich the shortcomings of previous studies in this field.Aiming at the research of A private vocational college,the practical significance of the research is enhanced on the basis of theoretical significance.A Civilian-run vocational college is one of the earliest institutions of higher education established in H province.Its predecessor was a student examination institution for self-study examination of higher schools.With the support of the state’s vigorous development of higher vocational education,it finally realized its identity transformation and started general higher education.Since the beginning of the new century,the private vocational college has been pursuing the higher education cause of the school by making it bigger and stronger.It has realized the rapid increase of the number of students and the scale of the school’s assets,as well as the school’s influence in the region and the level of social services.At present,with the goal of building a high-level applied university,the University is making continuous progress in various undertakings and steadily improving its teaching quality,employment level and social influence.Compared with itself,the educational cause of the school has made remarkable progress,but compared with its peers,its competitors have not been left behind,and the competitive situation continues to intensify and upgrade.In view of the intensifying external competition,internal problems such as insufficient funds,single financing channels,urgent upgrading of hardware facilities and low level of teachers,A private vocational college starts the road of brand strategic management,fights back internal and external difficulties,and walks on the road of sustainable and high-quality development.Based on the research results of brand strategic management at home and abroad,this paper takes A private vocational college as a case study,studies the theoretical basis on the basis of literature review and concept definition,surveys the current situation of brand strategy management.First-hand data are obtained through questionnaires,visits,observations and in-depth interviews.The analysis shows that the problems in the development of A civilian-run vocational college mainly include brand positioning,brand construction,brand communication and brand maintenance.The existence of these problems has greatly affected the brand development of A private vocational college.The fundamental causes are the lack of brand awareness,the limited school conditions and funds,the lagging development of teachers and the low quality of talent training.On the basis of the survey and analysis of the brand status of A private vocational college,it carries out the macro-environment(PEST),Porter’s five forces model and SWOT analysis,development strategy and competitive strategy choice.It concludes that the direction of the brand strategic goal of A private vocational college should be the differentiation competition strategy and formulate the brand strategic goal.Research on brand positioning,construction,communication and maintenance under the constraint of brand strategic objectives provides practical strategy analysis of brand strategic management for A private vocational college,and also provides implementation strategies with reference value for brand strategic management of similar higher vocational colleges.