Research On The Brand Building Of Vocational Colleges

Brand, which is the outcome of market competition, was firstly applied in industry and commerce enterprises. 21st century's education in china has entered the brand era, with the transformation from quintessence education to popular education, seller's market is changing to buyers'market in higher education. The society sets a higher standard for higher education quality and the competition among higher schools becomes fiercer; therefore owning a famous brand is the fundamental insurance for higher school competition. However there still exist some problems in higher vocation school, such as, unclear orientation in running a school, indistinctive features, lacking brand consciousness. There are such problems as enrolling new students, and lack of students, teachers and funds, which make higher schools confront tougher challenges and more fierce competition. To win the competition higher vocational school must conform education resources, ensure education quality improve school image, and cultivate its own brand. Hence, exploring the problem of brand cultivation is very significant.There are six parts in this paper.Part 1 Introduction. It includes posing the questions, importance of study, study summarization, study frame and study methods.Part 2 Theoretical basis. It states the theoretical basis of brand cultivation of higher vocational school——brand theory, theory of higher education marketablization and theory of education service marketing.Part 3 Vocational schools and function of the significance of branding. Analysis of the significance of brand building in higher vocational schools and vocational schools the main function of branding.Part 4 Describe the status of brand-building in higher vocational schools. First of all, sorting out the system and simplicity of construction and development of domestic and foreign brands in higher vocational schools. then analysis of higher vocational colleges to shape the brand and the reasons for the main obstacle to.Part 5 Vocational colleges basic strategy of brand building. Discussed the composition of the major brands, brand positioning strategy, brand competitive strategy and brand image-building strategy.