Features Brand Marketing Strategy Of Private Colleges

Nowadays,Chinese higher education is developing in a rapid way.In the field ofhigher education,private higher education springs up like mushrooms,and has become avery important part of higher education.With increasing proportion of people receiveadvanced education,the popularization appears constantly,more and more people havea new understanding to private higher education,it is favored by government,thepublic,students and all levels of organizations.In the future,the private higher educationwill take on a very good development tendency.Especially in the trend ofglobalization,economic integration,diversification in investment channels and the arrivalof the era of knowledge economy,the private higher education will have a bright futureand become a unique,be full of vitality.However,China started late on private collegesand universities,as well as confusion of the management,changeablity ofmechanism,shortage of teachers,Uneven source of student,the managers are oftenshort-sighted,they ask for only the immediate interests reflected in the process ofdevelopment,which resulted in the situation that the private colleges still haven’t formedtheir distinctive brand,been lack of market competitiveness and core competence, tendto be disadvantaged in the long-term development and competition in thefuture.Therefore, if private colleges and universities want to have a space in thecompetition and gain a firm foothold,they must create their own brandcharacteristics,they must learn the method and idea of enterprise management,and takea unique road running a school.Based on a well read of the relevant theory of brand,this thesis combined thecharacteristic of the brand marketing strategy of private universities,taking P college asan example,elaborated opportunities and challenges,and puts forward the innovation ofmarketing strategy in the process of the brand construction,and I hope it could play a realrole in the parctice.There are five parts in this thesis: the first part is introduction,whichdescribes the background and significance of the topic,literature, research methods andtheory and the innovation point; the second part is the theoretical foundation andconcept definition of private university brand marketing strategy,definition of brand,management,marketing and other theories, and provides a theoretical basis forthe research later;the third part introduces the existing conditions of privatecolleges,especially the current opportunities and challenges encountered by,comparedwith domestic and foreign universities including public universities,analysis of itscauses,find out the disparity;the fourth part is the main content of the thesis,furtheranalysis of feature of the private university brand marketing strategy and the feasibility ofthe process and strategy,create the brand characteristics,brand personality and corecompetitiveness,build characteristic brand marketing scheme;the fifth part is the securityfeature of the private colleges brand marketing strategy measures,through thesystem,culture,quality and innovation,to create the characteristics of the brand andmaintain it and get a long term development.The last part is the summary of the thesis.