The Research Of Discreditable Behavior Of Private Schools In The Branding Process

With the development of economy and the improvement of living standards,the needs of people’s spiritual and cultural is more and more strong,it provides objective conditions for the founding and development of private schools. Private schools belong to public welfare undertakings,they are the important part of the cause of socialist education. At the same time,in order to actively encourage,support,correctly guide private education,our country especially promulgate a series of laws and regulations, including Non-state Education Promotion Law of the People’s Republic of China and Compulsory Education Law of the People’s Republic of China,etc. The development of private schools has the guarantee on the system,so the road of private schools is more and more smoothly. In theory, good brand image makes it easy for private schools to get the trust of students(parents), obtain the support of the Administrative Department of Education, attract the attention of investors, these factors can help private schools to win a favorable position in the fierce competition. It can be said, shaping the brand image of private schools has become the inevitable choice.In practice, in order to better plan survival and development,more and more private schools use for reference of the success of the enterprise management mode,they take the school brand building. Through a variety of ways to build school brand,for example,improving the quality of education and teaching,developing the characteristic that meets school’s history and reality,careful、thoughtful and comprehensive services,and famous schools building private schools,and they have obtained the success.However,in the process of branding,some private schools manage their schools as enterprise completely,they ignore a important nature—the school aims to train social talents. Another private schools produce various discreditable behaviors, consist of false propaganda, exaggerating the teacher strength,empty promises,organizing other outstanding students to take the tests,est. These dishonesty behaviors will not only damage the interests of students and parents,but also go against the long term development of private schools,even they are harmful to the construction of credit system of whole society. Therefore it is very necessary to research discreditable behaviors in the process of private schools’ brand building.This study is based on the performance of discreditable behaviors in the process of private schools’ brand building,discuss typical and exposure of discreditable cases in private schools,observes and analyses the deep reasons of dishonesty behaviors, comprising social reasons(absence of credit system),economic reasons(low cost of losing credit),reasons of thoughts(not clear understanding to nature of private schools),and reasons of the school itself(the pressure to survive). Then the research tries to make some recommendations from the following aspects:the construction of credit system,raise the cost of breaking faith, optimize the school’ s internal and external environment,and the support to private schools in the financial,and hope to be helpful to administer these flood and serious discreditable behaviors.