Research On The Brand Building Of The Operating Institution

Public institutions are set for public welfare, they usually operate in the field of education, technology, culture and hygiene. They have the feature of serviceable, non-profit, commonable and stereotropism. Public institutions are divided into three types, operation, administration and public welfare. Operation institution is mainly to participate in market competition, engaged in the production and operation, and under the premise of social benefit to carry out profit-making activities. Such as some newspapers, publishing houses, scientific research institutions.Since 2003, the economic structure of our country has changed deeply, the proportion of service industry in the national economy continues to rise, effective service and innovative spirit of the private service sector also deepened the public's understanding of the high level of service, their expected value of the services, such as science, education, culture and health, is also increasing. With the development of the market economy and the deepening of the reform of public institutions, the operating mode of the operating institution is more and more close to the enterprise, their competition is fierce. However, due to the long-term institutional characteristics, they have some development disadvantages, such as, deviation of value orientation, lack of unit core culture, brand awareness not strong and so on. Now, brand gradually goes into the public areas and non-profit organizations, for the public institution, brand building is imminent.Although many experts and scholars have carried out a lot of research on the reform of the management system of public institution, but at present, there are still few researches focus on the brand building of the public institution, it still have innovative space in depth and breadth. This paper tries to use the theory of brand, deeply analyses the importance of brand building in the background of the reform of the operating institution, take BY as a case, design its brand strategy development ideas, strategies and measures, and sum up experience to promote, wish to strengthen the research and application of brand building in the operating institution.