A Rsearch On The Practice Of Students’ Personal Brand Construction In Higher Vocational Technology Institute

Content: The elements of personal brand construction contain threeaspects including the personal brand identity system, brand positioning andmarketing strategy and brand value. In this paper, firstly, author combs thegeneral theory of the brand, higher vocational students, vocational collegestudents personal brand by the method of literature study, on basis, andgives a new viewpoint. Secondly, writer analysis in-depth and detail Howdoes Vocational College Employment Guidance Center, as a "agent", makethe personal brand become true through the mutual collision of the massmedia, employers, community, individual students in the process of shapingthe college students’ personal brand with the analysis framework of theoccupation education customer demand-oriented theory by the case study,in-depth interviews and other methods from three aspects of personal brandidentity system, brand positioning and marketing strategies and personalbrand value.There are four problems to be solved: A) How does Vocational CollegeEmployment Guidance Center, as a "agent", construct College Students’personal brand successfully? B) How does the mass media affect in theprocess of brand building? C) how the employer interprets the meaning ofvocational college students personal brand? D) How does higher vocationalcollege students deal with the maintenance of the brand in the face ofchanging employment environment and many competitors.Personal brand construction of higher vocational college students belongs tonew research field. It takes not long time to develop students’ personalbrand construction practice for Hebei Chemical and Pharmaceutical College.In the construction of vocational college students’ personal brand forvocational colleges, brand elements should be clear; mass media should bemultiple, authority, and high coverage rate; vocational college employmentguidance center should be a “many-sided person”, on the one hand itstimulates students’ motion, on the other hand gets trust and loyalty fromemployers and the public; the public needs to give the student a relativelyrelaxed environment; students need to pay attention to positioningaccurately, taking account of both the self value and the market demand.