Sa Vocational College Of Brand Positioning Research

With the reform of education system and well growth of market economy system, the competition between the vocational & technical colleges and ordinary universities, and the competition within vocational & technical colleges would be gradually vigorous. Managers and teachers of every vocational & technical college have to think about how to highlight itself, how to survive and how to develop in the fierce competition.The writer thinks that brand management strategy, especially the brand positioning , which can put an unique and profound image about one's own colleges in consumers'minds , will become the first sharp weapon for the construction and development of vocational & technical colleges.In order to provide the theoretical basis for the research of brand positioning of SA vocational & technical college, firstly, this dissertation defines and interprets some basic concepts include brand, brand of vocational & technical college, etc. Then , it analyses and explains the necessity and feasibility of brand building of SA Vocational & Technical College by the analysis of inside and outside environment of SA Vocational & Technical College . Lastly, the dissertation uses the theory of brand positioning in Strategic Brand Management and combines with practical case, to explores the principles and procedures should be followed by the SA Vocational & Technical College when it puts the brand positioning in practice. This dissertation also analyses the similarities and differences between the SA Vocational & Technical College and the other vocational & technical colleges in ChengQing City of China, so that the writer can proposes specific strategies for brand positioning for SA Vocational & Technical College. This part of the content is the core part of this dissertationThe importance of brand positioning has been recognized by our business community, the related theory is also gradually popular and becomes more mature. Correspondingly, the study of brand positioning is rather weak in the field of vocational education.Through the case studies of brand positioning of SA Vocational & Technical College, this thesis hopes to clarify the thinking how do the local vocational & technical colleges implement the brand positioning strategy, to provide some reference for the brand building of local vocational & technical colleges, and to contribute a little for the brand study in the field of education.