Brand Road- China#39;s road of development of higher vocational education to explore.doc

Brand Road: China#39;s road of development of higher vocational education to explore Abstract: suddenly, such as spring night, the thousands of families to talk about the brand. “Brand” has become a word unknowingly affect people’s attitudes and perspectives of the key word. Development of higher education in China, various vocational institutions also have to establish the brand idea, forging characteristics of the brand, brand management strategy to develop surprise move before being in the fierce market of higher education is unique. Keywords: higher vocational colleges; brand positioning; brand character; Brand Management First, brand positioning: Higher Education and walk the road of the brand prerequisite “Positioning” is bent by the Americans Aierlisi and Jack Straw was first proposed in 1972, and to promote applied. The emergence of brand positioning, brand management is the operational needs, the product of the times. The main objective of brand positioning brands in the emergence from the competition itself, to win the goodwill and loyalty of consumers to enable consumers to select and repeat purchase. The introduction of market mechanisms in higher education, making higher vocational colleges have to tough competition for life. As Burton Clark said: “The state of competition will inspire some of the institutions as to look like the business features, and obtaining benefits.” [1] Therefore, the higher vocational colleges to pinpoint its location, and form their own school Philosophy and school characteristics, and this is the road of higher vocational colleges take the brand foundation and prerequisite. Vocational institutions in brand positioning is a vocational institution in accordance with their capabilities, strengths and characteristics should be established to play the most suited to their development targeting. Vocational institutions in brand positioning, specifically including the three levels: ① brand’s social positioning of higher