Research On The School Culture Construction For The Higher Vocational Colleges Branding

The fifteenth development program clearly makes items to enhance the vocational education and improve the quality of higher education. This plan provides the spark to the development of higher vocational on the level of national strategy. at the same time, it has been 27 years since the first vocational college foundation of JINLING Vocational College, and the number of vocational colleges is more than 900,among which ,the competition is becoming more and more fierce. on the another aspect, as we got the membership of WTO, more and more education enterprise share the education market by lots of ways, this fact exert great press to the domestic vocational colleges. In other words, there are challenges and opportunities for the higher vocational colleges. So, it is significant to research on the branding strategies for higher vocational colleges from the look of school culture, for considering the nature and function of this type of college.This paper recapitulates the existing production of brand, college school culture, college brand and points out that there is point-to-point corresponding relation between school culture and brand identity. This causality finding makes it possible to create the vocational college brand based on school culture building program. This paper emphasize the significance of higher vocational college branding and the function of school culture, and proposes some strategies for the building of school culture by considering the time-spiritthe sparking points in this paper lies on the following items: firstly, it shows the point-to-point corresponding relation of the structure of school culture and brand identity, which consists of material culture, institutional culture ,spiritual culture and visual identity, behavior identity and notion identity respectively. Secondly, it adds the harmonious culture to the culture research and injects the new vigor factors to the building of school culture. Thirdly, after analyzing the existing production and the nature, challenges and opportunities of higher vocational colleges, it goes deeply to analyze the function, significance and the strategies for building the school culture.