Research On Strategies On Improvement In Competitiveness Of Higher Vocational Education Service Brand

Along with the gradually emerged vocational colleges, higher vocational education in China has obtained more attention and developed a great deal in recent decades. It has raised a series of problems, however, in terms of low societal recognition, sliding educational quality, confusion in how to achieve distinction and improvement in educational quality, to the academia, which thereby focuses on higher vocational education theories for the purpose of offering practical services for the reality. In that case, education service brand has primarily been brought into people’s mind and been then quickly but profoundly involvedinto higher vocational colleges and their management; some concepts, approaches and management culture are now rooted and applied in college management with terms including strategy, brand, performance, duty and responsibility frequently reveal themselves in both practice and theories of national higher vocational education management. It is therefore unveils the fact that service brand has increasingly become a crucial ground for higher vocational education to cope with changes when they are now stepping into a new era where education service brand and a continuous brand strategy are needed.It is therefore under these circumstances has the competition of higher vocational education service brand become a complex concept that drew attentionfrom the higher vocational education area. This article stands from the aspectof development of higher educational service brand, categorizes and critically researches its theoretical nature and connotation, including one of its charactersthat combines elements of both general business service brand and its uniqueness, one that not only satisfies requirements and criterion of general higher education but also harbors particular altitude of higher vocational education, and one that not only comprehends relevant factors of competitiveness of an enterprise’s service brand but also embraces the very needed element in service brandcompetitiveness of higher education. Based on such theoretical research, this article attempts to frame a theoretical module for the functionary mechanism of higher vocational education, combining with analysis on constraints and flaws and logical definition of influences on competitiveness. Besides, based on this module, this article initiates five strategic assumptions that principles of upgradingoperations of higher vocational education and service,improving quality control system of higher vocational education service brand, innovating talents fostering mechanism of higher vocational education,enhancing social service abilityof higher vocational education service brand,and framing supporting methods of improvement of higher vocational education service brand, before eventually compares,contrasts and demonstrates those assumptions by studying cases fromQingdao Hotel Management Vocational College to manifest the credibility,limits and future outlook of the conclusion drawn by this article.