Research On Brand Construction Strategy Of Newly-built Local Colleges In Jiangsu Province

In the past 40 years of reform and opening up,higher education reform has entered the deep water area,and scale development has given way to quality improvement.Local newly-built undergraduate universities must not only see the new opportunities brought about by new policies such as "Double First-Class","Double Ten Thousand Plan",and "New Engineering",but also recognize the many difficulties and challenges brought to them.Local newly-built undergraduate universities with higher reputation are more likely to be favored by the society and easier to get support from various resources.The implementation of brand building has become an inevitable choice for the development of local newly-built undergraduate colleges.This article firstly analyzes the policy,economic and other environmental backgrounds facing the brand building of local newly-built undergraduate colleges from the three aspects of the country,Jiangsu,and universities,and discusses the importance,necessity and urgency of brand building for local newly-built colleges and universities to put forward the research question of this article.Through the collection and analysis of relevant domestic and foreign documents,this article defines the core concepts involved in the research process one by one,inherits some concepts,theories and methods applicable to this article,and make breakthroughs and innovations on this basis.This paper analyzes the status quo of brand building of newly-built undergraduate universities in Jiangsu in a macroscopic view,and studies the dilemmas and solutions it faces.Meanwhile,it micro-analyses the status and countermeasures of brand building using School A as a case.Through the empirical research of School A,we can infer several key points of the brand building of local newly-built undergraduate universities.Using comparative analysis,this article analyzes and studies the practical experience of brand building of local universities in developed countries such as the United States,Germany and Japan,as well as the enlightenment and reference to local newly-built undergraduate universities.The author selected three theories of "signal theory","total quality management theory" and "brand vision-oriented strategic management theory" as the application basis of this article,and innovated and constructed the analysis framework model of this research on this basis.This article attempts to treat college brand simulation as a "brand building",the core part of which is a "brand structure" system composed of a series of "brand pillars" and "brand beams" :(1)The five key branches with strong output of “quality signal”,namely "brand students","brand teachers","brand majors","brand cooperation" and "brand promotion" selected by the signal theory,are five "Brand Pillars" of brand building of newly-built local undergraduate universities.(2)Using the PDCA cycle theory of total quality management,it is assumed that university brand building is a "continuous improvement" cycle process.Each construction cycle can be subdivided into four stages: "brand original intention stage","brand building stage",and "brand inspection stage" and "feedback improvement phase",which are the four "brand beams" for brand building of newly-built local undergraduate universities.This is the whole process of dynamic research on college brand building.Finally,the article summarizes and puts forward reasonable countermeasures and suggestions for brand building of Jiangsu local newly-built undergraduate universities:(1)Strengthen ideological guidance,firmly establish the core values of the brand with distinctive connotations;(2)Pay attention to the top-level design,cooperate with the government to do a good job of university brand strategy planning and implementation;(3)With "five brand pillars" as a breakthrough,to build a "brand building" with local characteristics;(4)Accelerate the transformation to application-oriented universities and enhance the brand’s ability to serve local areas;(5)Constantly optimize the brand management system and mechanism,improve the brand construction guarantee system.