Strategy For Brand Development Of Private Colleges

With the diversity and increasing competition of China’s education market, the ability of brand competitiveness has become a commanding height of the future development of private colleges.This is precisely currency of private colleges behind prosperity. The weakness lies in: low school awareness, weak market competitiveness. Brand development of private colleges is an inevitably long-term and formidable task. Private colleges in China develop gradually along with the spring breeze of reform and opening-up.Its booming development boost,from the first green shoots of recovery,experience and mature deepening to nowadays, is mostly in need of the guidance of the brand concept to ascend so that get rid of low level or even enrollment of commercial fraud scam.Research of school’s brand development benefit from the enterprise brand strategy thinking, Jay Mccarthy from the United States in 1946 was first put forward in the marketing of the “4Ps” theory. He believes that the pursuit of interests is the requirement of the market, enterprises need to combinate various elements together organically to meet the market requirements in order to achieve the maximum benefits.In these factors,the most core factor is the product,price,channel and promotion,namely “4Ps” theory. Schools,of course,not completely equal to enterprise,this study by building brand perspective,brand position,brand planning,brand progress and brand promotion establishes a 5Ps theoretical framework of research foundation, thus the concrete guidance of development of private colleges can be analyzed in the historical problems and the path of brand building.Case study on Dalian Financial and Economic College in Liaoning Province as the research objective,we verify application value of brand construction the private school,also found that the bottleneck encountered by Dalian Institute of Finance and economics in the development of brand operation. Combined with the actual case,brand development of private colleges in China strategy should be reflected in the following aspects: clear brand positioning, update educational philosophy; adhere to the teaching innovation,forge quality characteristics;governance structure struction,pay attention to the connotation development; colleges-industrycooperation,application growth.