The Research On Brand Building Of Sias International University

Chinese-Foreign Cooperative Institute is a higher education form of internationalization since China's Reform and Opening up.With 30 years' development,Chinese-Foreign Cooperative Institutes have become one of the important ways of educational internationalization in China.The People's Daily once called the public university,private colleges,and Chinese-Foreign Cooperative Institutes as Higher Education Troika.Facing the entrenched position of traditional education model in popular mind,CFCI is up against a lot of challenges and doubts,so the brand construction becomes the inevitable choice when dealing with the competition in the education market for CFCI,and it is also the necessary condition for the sustainable development and innovation.Over the past 20 years,as the earliest CFCI in Henan province,Sias International University adhere to the education of Chinese and western philosophy,the implementation of holistic education internationalization,the comprehensive strength and advantages of its own,has obtained a series of honors,especially in the construction of brand and brand building,such as 2016 Annual Chinese Brand Influence Sino-Foreign Cooperative College,2017·Brand Influence Sino-Foreign Cooperative College.Sias has obtained the certain result,as well as been accumulated a part of the experience of the construction of the brand.This paper takes the brand construction theory in marketing and business management as the basis.Firstly discusses the CFCI brand construction strategy through interdisciplinary study: The basics of brand quality building is increasing the financial input in education,and improve the quality of personnel training;The building of brand image should pay attention to the relationship between concept identification,behavior recognition and visual identification.The communication of the brand should be based on interpersonal communication and the communication of public relations as the main strategy.The Brand maintenance includes maintaining awareness,reputation and loyalty.Secondly,this paper researches and analyses the existing practices and existing problems of brand construction to Sias International University,and finally puts forward the countermeasures and suggestions of how to optimize the band construction.