Research On The Brand Specialty Construction In Higher Vocational Colleges

Under the guidance and support of national policy,Higher vocational education in our country is developing rapidly.Higher vocational education market is in a fierce competition.Under the pressure of market competition,It is imperative for higher vocational colleges to implement brand strategy and take the asymmetric competition path.Brand professional is the core component of implementing brand strategy in higher vocational colleges.Is also the key point of higher vocational colleges to enhance social service ability.To create a strong vitality of the brand professional,not only accord with the realistic demand of higher vocational colleges ’ self-development,but also an important means to enhance the attractiveness of higher vocational education.This research refers to the process of brand building in business area,Clarifying the idea of building brand professional in higher vocational colleges,Clear the build content of brand professional,Put forward the corresponding build strategy for different build stage and content.Hoping to provide a theoretical and practical guidance for the practice of building brand professional in higher vocational colleges.The article has six main parts,the first part elaborates the reason and significance of the topic,Social responsibility and current market environment of higher vocational colleges lead to the urgency of creating brand professional.Combing the current research situation both at home and abroad,carry the research out of the value,model,dilemma of creating brand professional in higher vocational colleges in China,and the foreign current brand professional construction.The second part composts the theoretical foundation of brand professional construction in higher vocational colleges,Mainly in-depth discussion of the educational brand theory,educational marketing theory,which provides the theoretical basis for the brand professional construction of higher vocational colleges.The third part clarifies the characteristics and constituent elements of brand professional in higher vocational colleges,clearly the content of brand professional and provide a reference standard to build brand professional for higher vocational colleges,creating conditions to make the building of brand professional activities targeted and effective.The fourth part,which from students,schools and society,mainly discussed the necessity of implementing thebrand professional construction in higher vocational colleges.The fifth part mainly analyses that higher vocational education’s question during the forge of brand major and analysis it from three surface: school、market and country.The sixth part mainly propose the strategy about this question.refer to the flow of business brand building,To form the brand major,should locate the major、forge the major’s interior and popularize the major market,use the brand major to maintain and consolidate the major market,use the expand of brand major to improve the vitality of major market.