广西工业职业技术学院品牌建设研究-工商管理专业论文.docxVIP

II II A research of brand building in Guangxi VocationalTechnical Institute of Industry ABSTRACT Under the background of the industrialization of education, higher vocational education has been developed rapidly with the promotion of policies and economics. In order to occupy a place in the competitive environment, higher vocational colleges must form their own brand. Therefore, building their own brand is an inevitable requirement to higher vocational colleges. As a guidance and reference to the GuangXi vocational and technical college, this article is mainly summarized researches at home and abroad. Firstly, an investigation of the college has been made for its brand building. Based on this questionnaire, some problems and factors will be summarized through analyzing the way of brand building in the GuangXi vocational and technical college. Secondly, the strength, the weakness, the opportunity and the threat will be analyzed in the situation of brand building in the college by the method of SWOT. Finally, it proposes the construction emphasis in the process of brand building specifically bases on the analysis of current situation and environment in this college. Building the college brand in four aspects, brand positioning, brand building, brand promotion and brand maintenance, are the point of III III implementation. Meanwhile, some supporting measures will be presented. Overall, this essay hopes to play a guiding role during the process of brand building in the GuangXi vocational and technical college, for enhancing the brand competitiveness and accessing to education recognized by consumers. KEY WORDS: Guangxi VocationalTechnical Institute of Industry；Brand building；swot analysis environment PAGE PAGE VI 目 录 摘 要 I HYPERLINK \l _bookmark0 ABSTRACT II 第一章 绪论 1 HYPERLINK \l _bookmark1 1.1 研究的背景 1 HYPERLINK \l _bookmark2 1.1.1 高职教育发展和竞争的要求 1 HYPERLINK \l _bookmark3 1.1.2 区域经济发展的要求 1 HYPERLINK \l _bookmark4 1.2 研究的目的和意义 2 HYPERLINK \l _book