Research On The Problems And Countermeasures Of Brand Building In School

School brand is a brand of Shuren, construction of school brand essence and education essentially equally consistent is to educate people, as Han Yu in the teacher says:"teacher, proselytizes, instructs, doubts also." The torrent of the nature of corrosion of the urging of the baptism of the students in the school to accept knowledge is to learn about life, survival, life of confusion, but in the social economy rapid development and education utilitarian tendency, the education group lost the education purpose, simply the pursuit of "Tuition" score, high rate and high employment rate, too much attention to school brand building to enhance the school’s visibility and reputation, "preaching" and "doubts" annihilation in the brutal competition in the society, students train to become the school plant products, playing on the school brand logo, with a head full of "knowledge" in social competition. Such as the school brand will be difficult to shape the students will be difficult to stand in the life, it is difficult to stand in the community.The twelfth session of the national school brand conference held in Guangzhou on December 9,2015-11, will be the Guangzhou Municipal Bureau of Education Secretary Qu sentinel from many aspects of the school brand building to bring the good opportunity for education. Qu Secretary of the school brand building background, the connotation and extension of the concept of school brand building and the future of the school brand building is deeply thinking. At the same time, the school brand management "magazine editor in chief Wang Yongjiang on years of experience in the school of brand building based on the proposed" construction of school brand new normal "point of view, combining some of the current situation of the school the school not only to teach students to learn, but also pay attention to the personal development needs of students; the school should not only to create beautiful campus, but also to create beautiful soul school; school not only to run the school to build the brand of the school, but also through the education of communication break the old teaching mode.Implementation of school brand construction, help to unite school core development, teachers and students, help to integrate its schools have mastered the brand resources and material resources, human resources and social capital have helped to promote the school to make good use of the brand assets, visibility, reputation, loyalty, in schools keep up with the pace of the times and development need. But according to "marketing" author, Kotler, the father of modern marketing theory interpretation of the brand found that brand is unique, valuable and cognitive characteristics, the grafting in school education field adaptability worthy of our in-depth inquiry, with this question the author of Nanning Peihong Nationality Middle School for a field study, the author found some dislocation phenomena appeared in the process of construction of school brand. First, to the school in the process of brand building and ignore their own development needs of school teachers and students. Which is a manifestation of some teachers and students for the school motto and school badge and other basic identification can be accurately identified, school teachers and students pay attention to the construction of school brand is far below the expected level of school teachers and students are the stakeholders of construction of school brand, can not ignore the important role of their school; second, in the process of brand building too focus on material construction and neglecting the construction of school culture connotation, performance for the school teachers and students of the university to establish a sense of honor, lack of collective cohesion; third, the school in the process of brand building too much attention to brand planning ignores the integration of communication, performance for the school brand is overpackaged, the school itself is too much planning, divorced from reality. Contrary to the laws of the internal development of education.School brand construction process should play an active role in the education model and demonstration education active radiation, in the full development of school education based on, do the brand, brand to run, by trying again and again, again and again to test the waters make education as much as possible to maximize close to the "zone of proximal development", the pursuit of practical education during the climb the best education realm, to continue to tend to the true education, return to the track of the generation and development of education on. The process to build the school brand is constantly the quality of school education, the unremitting development process of inner school education.In this paper, the analysis of Nanning Peihong Nationality Middle School questionnaire survey and interview results, according to proposed the question-Analysis of the reasons, suit the remedy to the case, case analysis, summarizes the experience and shortage of the research mentality through on education management theory, school culture management theory and educational propagation theory reference and integration of comprehensive construction of school brand of domestic and foreign research results, for the investigation and interview to show the problems explore corresponding countermeasures.