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Research on Brand Positioning Strategy of Private Universities

Author: LiuYunXiang
Tutor: LuoLaiWu
School: Jiangxi Normal University
Course: Educational Economy and Management
Keywords: Private Colleges Brand Brand positioning strategy
CLC: G648.7
Type: Master's thesis
Year: 2008
Downloads: 418
Quote: 4
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Abstract


With the establishment of China's socialist market economic system and the continuous deepening of the reform of the education system, the private universities, its flexible form of school management mechanism underlines the vitality, have shown a vibrant scene. However, in the process of the development of private colleges and universities, but also exposed some problems, for example, some private colleges blind pursuit of scale or grade upgrade, to the neglect of school quality; some deliberately flaunt or false propaganda school brand core values ??of the brand's lack of school ; There is not from a higher perspective and from a strategic look at the issue, without thinking about a college how to build the private colleges brands continue to grow and develop, pregnant with the problem to a large extent on the development of private universities crisis. Therefore, it is necessary to common concerns and discuss private higher education in order to promote the healthy development of private colleges. Sustainable development of private colleges and universities need to school a good reputation and visibility, good reputation and visibility mainly rely on the implementation of the school of brand building. The brand created in the first step is the implementation of brand positioning, brand building of private colleges and universities must first brand positioning, brand positioning only scientific, private college that has differentiated core competitiveness and sustainable development potential. Private colleges how to brand positioning? This article in the scientific classification of private colleges on the basis of a profound analysis of the content and objectives of the private colleges brand positioning, brand positioning based recognition theory (BPD), scientific classification of private colleges and universities, the brand The three-level theory to the practice of Private Colleges in brand positioning, positioning of the brand positioning of private colleges implementation of the proposed new analysis ideas, and systematically expounded the implementation of the strategy and steps of the private colleges brand positioning. Analysis of China's private colleges brand positioning strategy and summarized reference eager to brand building for private colleges as well as to achieve sustainable development goals. This thesis is divided into four parts: the first part is the analysis of the plight and aspirations of the private colleges and universities under the conditions of a market economy, to elaborate private colleges need to brand positioning; second part is to define its connotation of the brand positioning theory interpretation; Third part of the analysis of the characteristics of private colleges brand and private colleges and universities in the modern meaning of the brand positioning; fourth part of elaborate private colleges brand positioning strategy should be noted that in the practice of brand positioning.

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CLC: > Culture, science,education, sports > Education > Higher Education > All types of colleges and universities > Private institutions
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