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University brand building strategy

Author: ZhaoWeiXian
Tutor: NingDeHuang
School: Kunming University of Science and Technology
Course: Business management
Keywords: university brand building tactic
CLC: G647
Type: Master's thesis
Year: 2011
Downloads: 28
Quote: 0
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Abstract


Brand tactics has long been used in business. But it has not been given sufficient attention in the in the university brand building. With the reform of China’s education system, the China’s education market has becoming more and more opening. After China’s accession to WTO, foreign universities seizing the China’s higher education market in various educational methods. China’s higher education has entered the era of highly competitive market. Chinese universities must build their brands, create their own characteristics, make the university’s brand-building as the heart of the university’s development, that can succeed in this fierce market competition. It play a crucial role for the future development of Chinese universities.This article first briefly reviews the relevant theories of the brand, those are brand positioning theory, brand quality theory, brand communication theory and brand maintenance theory. According to researches on university brand at home and abroad, the source of the university brand was described in this article, university brand was defined.Then, the value of university brand was summed up. Then, based on the actual situation of Chinese universities, the environment of Chinese universities branding at home and abroad was analyzed. From the information collected the branding problems of Chinese universities were summed up, based on the branding problems of Chinese universities combined with the corresponding brand building tactics, the tactics for Chinese universities branding were put forward, including accurate university brand positioning, the development of university brand quality, the promotion of university brand communication and enhancing university brand maintenance. The Tongji university was cited as an example to described its tactics on brand building.In the empirical research, based on the actual situation of the KMUST, the relevant information was collected, the situation of brand positioning brand quality brand communication and brand maintenance of KMUST was respectively analyzed, especially in the important aspect of brand quality, which was investigated by questionnaire. The satisfaction of university brand quality in KMUST was analyzed in the aspect of students which are the major customers for universities, exploring the factors which affecting university brand quality. Finally, according to the present situation of KMUST brand building, Suggests were put forward to help the development of university brand building.

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