Research On Brand Building Of Chinese-Foreign Cooperative Education Project In DL College

Since China ’s reform and opening up,the pattern of diversification of school running subjects has gradually opened up.The proportion of Sino-foreign cooperative education in China ’s education market has gradually increased,and its influence has been continuously improved.It has played a positive role in the introduction of foreign high-quality educational resources,educational reform and discipline construction.At the same time,there are still some difficulties in the introduction of Chinese-foreign cooperative education projects in some schools,such as unrealistic introduction,low teaching quality and low social reputation.Therefore,taking brand building as the starting point,improving the status of Sino-foreign cooperative education projects is an important means for colleges and universities to break the dilemma of running schools,enhance the overall comprehensive strength of schools,innovate the development model of education,and promote the transformation of education.This paper takes the Chinese-foreign cooperative education project of DL College as the research object,and uses the theory of brand positioning,brand equity creation and enterprise identification system as the theoretical basis.By consulting relevant materials and conducting a questionnaire survey on teachers and students,it is found that DL Chinese-foreign cooperative education project has developed for nearly 20 years,and has achieved certain results in resource introduction,teacher team and student management.However,the project brand construction also has the problems of low brand recognition,vague positioning,insufficient publicity power and incomplete brand development system.The main reasons for the analysis of the problems are weak brand awareness,lack of market positioning,lack of brand image and lack of brand building connotation.Therefore,in view of the above problems,this paper puts forward four suggestions: establishing brand awareness,clarifying market positioning,building brand system and strengthening brand connotation construction to improve the brand construction of Sino-foreign cooperative school project in DL College,and puts forward strengthening safeguard measures from four aspects:ideological guarantee,organizational leadership,financial support and assessment mechanism.This research has certain reference significance for the brand building research of similar Sino-foreign cooperative education projects.