基于民办高校转型期的品牌建设思考与研究——以广州大学华软软件学院为例

Thinking and Research on Brand Building in the Transitional Period of Private Colleges:A Case Study on South China Institute of Software Engineering,Guangzhou University

据教育部发展规划司统计,目前全国独立学院近300所,在校生达到275万,已经形成了2000多亿元教育资产,独立学院的发展渐入正轨,目前正步入转型、分流期。由于独立学院品牌建设起步较晚,总体品牌影响力度也相对较弱,在品牌建设中也存在诸多问题,出现办学定位不准、办学质量有待加强、品牌意识薄弱等问题,品牌发展战略的缺失已严重影响到独立学院生存和发展。本研究在品牌建设的理论基础上,对目前独立学院办学中的问题进行分析和论证。并结合广州大学华软软件学院(简称:华软学院),对品牌发展战略进行深入的解剖,试图找出华软学院在品牌战略实施过程中存在的问题及原因,提出华软学院品牌战略的策划方案,进而采取正确的品牌战略措施,以使华软学院在未来激烈的竞争中取得优势,稳步发展。

According to the statistics of the Development PlanningDivision of Ministry of Education,there are nearly300independentcolleges in China currently,with2.75million enrolled students,having formed more than200billion yuan educational assets.The development of independent colleges is on track and isnow moving into transition and diversion.As the brand buildingof independent colleges started late,the overall brand impact isrelatively weak,and there are many problems in the brand building,such as inaccurate school-running orientation,unsatisfactoryschool-running quality and weak brand consciousness.The lackof brand development strategy has been seriously affecting thesurvival and development of independent colleges.On the basisof the theory of brand building,this study analyzes and demonstratesthe problems in the running of independent colleges.Combined with the experience of South China Institute of SoftwareEngineering,Guangzhou University(referred to as SoftwareInstitute),this paper makes an in-depth analysis of the brand developmentstrategy,trying to find the problems existing in the implementationof the brand strategy in Software Institute and the causes,put forward the planning program of the brand strategy forSoftware Institute,and then take the right brand strategy measures,in order to enable Software Institute to gain advantages andachieve steady development in the future fierce competition.