Factors Affecting Brand Loyalty of Private Universities: Case Study Guangxi University of Foreign Languages

In recent years,China’s private higher education has developed significantly,and private universities have become one of the“two schools”.However,due to the expansion of the scale of public schools,the limited supply of teachers in private colleges,and the mismatch between the supply and demand of graduate employment,the crisis of students in private colleges and universities has become increasingly serious,and the pressure of survival and competition is increasing.The main purpose of this study is to explore the influence of Guangxi University of Foreign Languages marketing mix and brand awareness on brand loyalty,and to provide recommendations for Guangxi University of Foreign Languages private universities.The researchers will use a quantitative approach to study the effect of two independent variables(marketing mix and brand awareness)on the dependent variable(brand loyalty).A total of 414 questionnaires were distributed to students of Guangxi University of Foreign Languages and analyzed using statistical software SPSS.Perform descriptive statistical analysis to understand the sample of respondents;perform reliability and validity analysis to ensure the reliability and validity of the questionnaire;perform correlation analysis to determine the correlation between independent and dependent variables;and perform regression analysis,to explore the influence and degree of influence of various factors on the brand loyalty of private colleges and universities.Research shows that marketing mix and brand awareness have a significant positive impact on brand loyalty of private universities.Finally,based on the research results,five suggestions are put forward from the perspective of private universities to help private university brands improve customer brand loyalty and their own brand competitiveness.

ChinAfrica focuses on universities in China that recruit foreign students

Shanghai Jiao Tong University In 1896,the forerunner of Shanghai Jiao Tong University(SJTU),Nanyang Public School was founded in Shanghai.In the 1930s,it was known as the "oriental MIT (Massachusetts Institute of Technology)" due to its reputation of nurturing top engineers.A significant amount of its faculty was sent in 1956,by the Central Government,to Xi’an to help build Xi’an Jiaotong University in west China’s Shaanxi Province.Afterward,the school was officially renamed Shanghai Jiao Tong University.

ChinAfrica focuses on universities in China that recruit foreign students

Tongji University In 1907,Tongji University,then known as Tongji German Medical School,was founded in Shanghai.A century later, it has developed into a state university with comprehensive disciplines in engineering,science,medicine, management,arts,law,and economics, while specializing in architecture,civil

ChinAfrica focuses on universities in China that recruit foreign students

Nanjing Normal University Located in east China’s Jiangsu Province, Nanjing Normal University(NNU) is one of China’s key comprehensive universities and one of the birthplaces of China’s higher education for teacher cultivation. It can be traced back to Sanjiang Normal College established in 1902 and Huiwen Academy in 1888.It took its present name in 1984.

ChinAfrica focuses on universities in China that recruit foreign students

Shanghai International Studies University In December 1949,Shanghai Russian College,the forerunner of Shanghai International Studies University(SISU), was founded in Shanghai.Over 60 years later,SISU has developed into a research, teaching,and multi-disciplinary comprehensive university,dedicated to fostering foreign language elites with "high quality,

ChinAfrica focuses on universities in China that recruit foreign students

Changchun University of Science and Technology LOCATED in Changchun,capital city of Jilin Province in northeast China,Changchun University of Science and Technology (CUST) is a provincial key university featured in engineering.Having four campuses,it covers an area of 800,000 square meters. CUST was founded in 1958.After over 50 years of development,CUST has now

ChinAfrica focuses on universities in China that recruit foreign students

East China Normal University Founded in October 1951,East China Normal University(ECNU) is a high-level normal university located in east China’s Shanghai Municipality.With two campuses located in Minhang and Putuo districts totaling an area of over 220 hectares,ECNU has long been reputed as a"garden university"for its beautiful

ChinAfrica focuses on universities in China that recruit foreign students

Yangzhou University Yangzhou University(YZU) is a key comprehensive university of provincial level in Jiangsu Province.Established in 1992,it is a merger of six colleges.YZU’s eight campuses cover an area of about 287 hectares,and are closely located in Yangzhou’s downtown. The history of YZU can be traced back to as early as 1902,when Zhang Jian,a renowned modern businessman and educator,set up the Teachers School of Tongzhou and Tonghai Agricultural

ChinAfrica focuses on universities in China that recruit foreign students

Harbin Institute of Technology SITUATED in Harbin,the capital city of Heilongjiang Province in northeast China,Harbin Institute of Technology (HIT) is widely recognized as one of the country’s top universities and has consistently ranked among the best engineering schools. Founded in 1920,HIT has developed into a large nationally renowned multi-disciplinary university.It now has

ChinAfrica focuses on universities in China that recruit foreign students

Jilin Normal University Founded in 1958,Jilin Normal University (JLNU) is a key provincial university in Siping City,northeast China’s Jinlin Province.Specialized in training teachers of institutions of higher education in Jilin Province,JLNU is the only provincial university that has been awarded with the National Teaching Awards on six occasions in six consecutive years. Covering an area of 920,000 square meters,JLNU now has 22 colleges,two teaching divisions and 27 research institutes, and 117 laboratories are available for research.There are 15,155 undergraduate students,1,372 postgraduates and 437 foreign students.The university

ChinAfrica focuses on universities in China that recruit foreign students

Fudan University LOCATED in east China’s Shanghai Municipality, Fudan University (FU) is one of the oldest and most prestigious universities in China. Initially known as Fudan Public School, FU is the first institution of higher education independently founded

ChinAfrica focuses on universities in China that recruit foreign students

Harbin Engineering University Located next to the scenic Songhuajiang River in Harbin,the ice city in northeast China,Harbin Engineering University (HEU) is a national key university and one of the first "Project 211" universities, a project aimed at cultivating high-level elite for national economic and social development strategies initiated in 1995. The predecessor of HEU is PLA Military Engineering Institute(HME), which was established in 1953.Based

Chin Africa focuses on universities in China that recruit foreign students

Nanjing University Nanjing University(NJU),one of China’s key comprehensive universities under the direct supervision of the Ministry of Education,was founded in 1902,known as Sanjiang Normal College.It took its present name in October 1950. Today’s NJU has three campuses, comprising 26 schools with 75 departments, which provide 85 undergraduate programs,213 master’s programs,147 doctoral programs and 28 post-doctoral research programs.

A University in Its Move to Contribute to Diversity of Civilizations——An Interview with President of Beijing Foreign Studies University Peng Long

THIS year,the term "new four inventions" has created a craze in China’s media world with a spate of related stories topping the headlines of countless media outlets.The term’s creator is Beijing Foreign Studies University(BFSU).BFSU’s Silk Road Research Institute carried out a survey among its international students from 20 countries along the Silk Road Economic Belt

Foreign Faces in Thunderstorm Stories of a Delegation from Edinburgh Napier University of UK

As Lu Shipping tears up a $5,000 check offered by Zhou Puyuan and storms off in a huff,the classic Chinese play Thunderstorm comes to a close at the Beijing Foreign Studies University Auditorium.After playing only two scenes,the actors—students from Edinburgh Napier University in the United Kingdom—won enthusiastic applause for their perfect interpretation.

Appraisal of the Production-Oriented Approach： An Introduction

The production-oriented approach （POA） has been developed over a decade. It is driven by the need to improve English classroom instruction for university students in China （Wen, 2016）. It is also motivated by the aspiration to enhance the quality of foreign language education in other similar pedagogical contexts outside China. A volume of research has been done by Wen Qiufang and her research team, to formulate the theory of POA and to test its effectiveness in classroom pedagogy （e.g. Wen, 2016, 2015; Yang, 2015; Zhang, 2015）. At the moment, the POA is still at an early stage of theory building and almost all empirical research is done in the Chinese context. In order to improve the quality of this theory and to make it intelligible to the international academic community, a one-day symposium was held in Beijing Foreign Studies University on May 15, 2017. The symposium was entitled ＇The first international forum on innovative foreign language education in China： Appraisal of the POA＇. In the forum, leading experts in applied linguistics were invited to discuss the strengths and weaknesses of the POA and the directions for its future development. The symposium was the first attempt for the POA research team to discuss its latest work with international scholars. This Viewpoint section collects the responses of four experts who participated in the symposium, listed in alphabetical order. The collection of articles covers three topics related to the POA： its pedagogical application, its use for teacher training, and its research. Alister Cumming is Professor Emeritus and the former Head of the Centre for Educational Research on Languages and Literacies, University of Toronto, Canada. His article focuses primarily on POA research as an exemplary case of design-based research. Rod Ellis is Research Professor in the School of Education at Curtin University, Australia. He discusses POA in terms of pedagogy, teacher training and research, with both critiques and constructive suggestions. Paul Kei Matsuda is Professor of English and Director of Second Language Writing at Arizona State University, the writed states. He responds to POA from the perspective of an expert researcher and teacher of L2 writing. Charlene Polio is Professor and Associate Chair in the Department of Linguistics ＆ Germanic, Slavic, Asian ＆ African Languages atMichigan State University, the writed states. She conceptualises POA as a useful method to address some issues in pre-service teacher development. Overall, the articles in this section are insightful and reader-friendly. They are not only useful for the development of POA in particular, but may also be valuable to a broad range of researchers as they touch upon pertaining issues, as well as emerging topics, in the field of applied linguistics. We therefore find it necessary to make them accessible to a wide readership.