Research On Brand Construction Of Private Undergraduate Colleges

Private undergraduate colleges are an important part of private higher education and play a vital role in the process of cultivating applied talents.However,the current brand recognition of private undergraduate universities is low,and the brand characteristics are not outstanding,in the process of giving full play to the function of education and cultivating high-quality applied talents,private undergraduate colleges need to establish a brand that satisfies the public,obtains social recognition and reputation through the brand,increases the reputation of colleges,and then promotes the continuous improvement of the quality of talent training in private colleges.Therefore,strengthening brand building is not only conducive to private undergraduate colleges to better play their education function,but also conducive to promoting their healthy development.This research uses comprehensive literature research methods,case analysis,and interview methods,studying the brand building of private undergraduate universities based on brand positioning theory,CIS theory and brand communication theory.Through the analysis of the brands of different types of universities at home and abroad,it is found that scholars pay less attention to the brand building of private undergraduate universities transferred from independent colleges.Therefore,this study focuses on the brand building of private undergraduate universities transferred from independent colleges.For the private undergraduate colleges transferred from independent colleges,it is not only conducive to get rid of the brand resources of public universities and recognize their own school-running positioning,but also conducive to find the right direction of school-running and develop their own characteristics.For the related problems of private undergraduate colleges brand building,in the explicit,implicit,materialized brand components,combining with the brand building basis of private undergraduate colleges and strategic path to grasp the link between the host,the external environment,brand change,and giving full play to the role of the main body in college brand building,to form a more ideal form of college brand building.According to the current situation,the paper analyzes that the brand construction of private undergraduate universities are faced with problems such as not obvious cultural brand advantages,lack of brand disciplines and majors,and lack of brand teachers for new majors.Through the analysis of these problems,found that the causes of these problems are as follows: leaders are difficult to take into account the social and economic benefits of the brand,host lack of long-term brand building strategic planning,multiple dilemmas prevent institutions from building new brand relationships,the current environment restricts the colleges of universities to establish brand advantage and it is difficult for colleges and universities to form the brand core competitiveness in the short term.In order to improve the brand recognition of private undergraduate colleges,the brand building cases of W colleges and H colleges are selected,and the useful experience is summarized in the process of analyzing the brand building of case colleges.Finally,on the basis of the above analysis and research,for the brand construction problems of private undergraduate universities,proposing the relevant brand image design,brand positioning and the strategy of brand communication.