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Research on the Brand Building of Vocational Colleges

Author: YangYongMei
Tutor: JiZhongLin
School: Henan University
Course: Adult Education
Keywords: Brand Vocational colleges brands Shape Tactics
CLC: G718.5
Type: Master's thesis
Year: 2010
Downloads: 201
Quote: 3
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Abstract


The brand was first used in the industrial and commercial enterprises , is the product of market competition . Chinese education in the 21st century has been to enter the era of the brand , with the trends of modern higher education from elite education to mass education , higher education in a seller's market is shift to a buyer's market , the increasingly high demand for the quality of higher education , colleges and universities between the increasingly fierce competition , has a strong brand is the fundamental guarantee for colleges and universities to obtain a dominant position in the market competition . Vocational colleges also sponsoring positioning is not clear , not distinct characteristics , brand consciousness . Enrollment difficulties , lack of students , teacher stress , shortage of funds and other difficulties in the development process , and face more severe challenges and more intense competition . Vocational colleges to win the competition , must integrate education resources , to protect the quality of education , enhance the image of College , cultivating their own brand . Therefore, to explore the brand development of vocational colleges , and has great significance . This paper is divided into six parts . The first part of the introduction . Including the question , significance, research review , research framework and research methods . The second part of the theoretical basis . Discusses the theoretical basis of the vocational colleges branding : brand theory , higher education should adapt to changes in the market theory and educational services marketing theory . The third part of the meaning and function of vocational colleges branding . Analysis the significance of vocational colleges brands created and vocational colleges brands shaping function . The fourth section describes the status of the construction and development of vocational colleges brands . First, concise and combing the development of higher vocational education institutions at home and abroad brand building ; then analyzes the major obstacles and vocational colleges branding reasons . The fifth part of the basic vocational colleges branding strategy . Discusses constitute , brand positioning brand strategy , brand competition strategy , brand image strategy.

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CLC: > Culture, science,education, sports > Education > Vocational and technical education > Various types of vocational and technical schools > Higher vocational and technical schools
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