Study On The Construction Of School Brand Strategy

After entering the21st century, the increasingly fierce competition in theChinese education school trends diversification, the school’s brand buildinghas become a win parents, students trust, obtained the support of theadministrative department of education, an important way to attract moresocial resources, to create a brand of the school, enhance the brand awarenessof the school, has become a historical necessity.The formation and construction of brand of the application in theenterprise management for a long time, the relevant theoretical research isrelatively mature, but the study on the strategies of the construction of schoolbrand in the field of education is not enough.This paper mainly includes the following parts:The first is the background and significance of topics, research status ofdomestic and foreign construction of school brand, and relevant theory ofschool brand construction, provides the theoretical basis for the study on thestrategy of school brand construction.Secondly, on the individual college field surveys and interviews by,analyzes the present situation and influence factors of construction of schoolbrand, provides a way for the construction of school brand.Finally, based on the theoretical analysis and the full investigation,proposed the construction of school brand strategy, starting from the positionof school brand, to the school brand, school brand image design, school brand,school brand maintenance.