Yantai Nanshan School Brand Strategy Study Run By The Local Colleges And Universities

China attracts the world’s attention to its rapid development of education. With thepopularization of its higher education, diversified patterns have gradually come into being,and especially with the promotion of the reforming in educational systems, investment andglobalization, the public is more and more attracted by Higher Education. The privatecolleges now demonstrate a thriving scene because of the advantages in their institution andmechanism. But behind this prosperity, we should also see the shortcomings of the privatecolleges, such as, unclear brand positioning, the weak core competitiveness, sponsoringshort-sighted. If Private colleges want to survive and develop in the competitive highereducation market, they must introduce the competition system, learn from enterprise, facemarket, establish brand awareness, marketing awareness, and gradually shape their ownspecialty brands, and then become a well-known private colleges to play the branding effectand combine the advantages resources, to enhance their competitiveness.Yantai Nanshan College is a national large-scale private enterprise Nanshan Groupinvested3.65billion yuan to set up and approved by the Ministry of Education, the ordinaryundergraduate colleges and universities. Stand out in similar private colleges, the formationof a certain brand.On the basis of the study of the brand strategy, the paper analyzes brand strategy ofprivate college. For Nanshan College, it states the content of brand strategy and opportunitiesand restraining factors facing in the implementation of brand strategy, and put up with severalstrategies to perfect brand strategy. I hope the paper can provide some significant referencewith some other private colleges.The thesis is divided into five parts: the first part is the introduction, which elaboratesthe background and the significance, theoretical research status at home and abroad, thecontent,methods, innovation and shortcomings; the second part is the theory of privatecolleges to implement brand strategy, to define the brand concept and content, to focuses onthe connotation and significance of the brand strategy of private universities; the third partdetails the content of brand strategy---Yantai Nanshan College, including brand positioningand brand strategy in the campus culture, and Curriculum construction, faculty development, scientific research, education brand of double certificates, inter-school exchanges andcooperation and employment brand; the fourth part is opportunities and restraining factorsYantai Nanshan College facing in the implementation of brand strategy, the opportunitiescome from policy, market demand, investment entities, and their own institution, therestraining factors come from social discrimination, the pressure of the resources of studentsand the job market and the irrational faculty structure; the fifth part proposes Yantai NanshanCollege several strategies to improve the brand strategy, mainly stating three strategies--brandlabeling strategies, teacher strategies and brand marketing. the sixth part, Conclusion.