| It is one of the state policies to develop secondary vocational education vigorously. Currently, secondary vocational education has made great progresses in eastern areas, where the economy is developed. On the other hand, in the vast western areas and those poor countries, where economy and education lag behind, the secondary vocational education cannot thrive for many reasons. Many secondary vocational schools suspend their business because they cannot recruit or keep students. This will inevitably inhibit the rejuvenation of the local economy, and influence vocational education nationwide as well.Students are the basis and prerequisite for the existence of schools. Why there are so many students who would like to go to general high schools by paying extra money, discontinue their study and stay at home, or work as immigrant labors rather than go to secondary vocational schools? Why so many students drop out from secondary vocational schools? It is not only an educational problem, but also a social problem related with the development of economy and society. As a postgraduate majoring in Public Relations and CIS, the author cannot help approaching the problem from the perspective of corporate identity. The 21st century is an epoch that highlights identity. As the most important invisible asset of organization, identity plays a vital role in the existence and development of a corporation in any society. Schools, being a form of organization, are no exception.The study of the present thesis is based on two vocational high schools in Wuxi County, Chongqing Municipality. It first states and analyses the current situation of secondary vocational education in Wuxi County, and then, it expounds the importance for Wuxi County to develop secondary vocational education vigorously. Next, it investigates the current situations of secondary vocational school identity of Wuxi County and those factors influencing them through questionnaires and random interviews, and analyses why secondary vocational schools cannot recruit or keep students from the perspective of corporate identity. Finally, it proposes some pertinent and applicable suggestions and coping strategies about how to cultivate good school identity. As this study used various theories such as sociology, public relations, marketing, education, etc. It must be helpful to promote secondary vocational education in Wuxi County and those similar areas, and further to drive the local economy into full development.The research method used in the present study is a combination of qualitative and quantitative methods. On the one hand, much literature and relevant materials are read; on the other hand, questionnaires and on-the-spot interviews are conducted.There are some innovations in this study: Before this there is not any study about secondary vocational education of Wuxi County, so the subject of this study is new. People are paying more attention to develop secondary vocational education these days, so this study is a little fashionable. Finally, it put forword a viewpiont that the manager of secondary vocational education should find out and study the psychology and needs of the customers in this study. |
