On The Research Of The Brand Building Of XT Vocational And Technical College

Brand, as the product of the market competition, has gradually been introduced and applied into the higher education. Having accounted for half of the higher education, higher vocational education has taken on the responsibility of fostering the high- quality and high-skills practical talents. In the pursuit of enlarging quantities, a series of problems as poor running levels, vague running orientation, and less qualified teaching staff, etc. led to the higher vocational education’s low teaching quality and low social recognition. In order to set up a better image and increase its social recognition, brand strategy has been pointed out to be the only way for the sustainable development of higher vocational education. And the implemented project of building 100 vocational colleges as exemplifications in state level to push the brand-based construction in higher vocational education, which brings high popularity and reputation to those vocational colleges. However, normal vocational colleges have to consider how to survive and how to develop in the face of the decrease of students’ number, competition of the similar exemplification colleges and the transition of universities. I believe the normal colleges should carry out the brand building, enhance the connotation construction more actively to cope with the market changes and participate in the market competition.The paper consists of 4 paragraphs. 1st paragraph, mainly introduces the study background and significance, as well as the relative references, study methods and contents. 2nd paragraph, gives a brief introduction of development status and trends of higher vocational education, the theory study of higher vocational education brand,and the features and strategies of its brand construction. 3rd paragraph, makes a thorough analysis on XT vocational and technical college’s development status and its brand effect based on the investigation of students satisfaction. 4th paragraph, is the key part for the college’s analysis in the whole paper. Firstly the existing problems and the causing reasons for brand construction of XT vocational and technical college have been analyzed in a detailed way, and then SWOT has been used to illustrate how to build its brand. Finally, the thinking and strategy of the colleges’ brand construction have been put forward from four aspects with some brand theories in the fifth part.