The Brand Communication Strategy Research of Newly Formed Non-governmental Regular Universities

Abstract

Abstract. Brand communication is the need of newly formed non-governmental regular universities outside the plastic image and enhancing reputation; is the need of cohesion and cohesive forces; and is the need to expand the survival and development space. The brand communication strategy of newly formed non-governmental regular universities including development positioning, outstanding characteristics, integrated communication, team building. Its spread ways including the use of campus media build three-dimensional propaganda network, expand social media reputation to borrow, thanks to new media, and grasp the opportunity for publicity campaign. IntroductionIndependent college is a new period of our country's higher education system reform and innovation of running, the system design of the independent college grafting dual advantages of social capital and the maternal universities, obtained the rapid development on a high starting point. At the same time, the independent college also exposed many problems in the rapid development, restricts the sustainable and healthy development of the higher education in our country. From the goal of higher education reform and development in our country and the development of higher education in the developed countries experience, independent colleges will be timely and orderly transfer to completely independent non-governmental ordinary undergraduate course colleges and universities, is not only the requirement of the national policy guidance, and deepening the reform of higher education running system, promoting the sustainable development of private higher education healthy, the necessary of serving local economic and social transformation.According to the independent college setting and management method, independent colleges turn to private universities have examples of successful. From 2008 to 2009, the national first batch of 5 independent college success for private universities. From 2011 to 2016, there are 57 independent college turned to run by the local undergraduate colleges and universities. After set, how to under the premise of "quality first", making scientific planning and a strong brand communication is an important task of non-governmental regular universities facing. The necessity of newly formed non-governmental regular universities' brand communication Brand communication is the need of newly formed non-governmental regular universities outside the plastic image and enhancing reputationIndependent college after set to run by the local undergraduate colleges and universities, the name is changed. Because giving up maternal signboard of state-run universities, unite the two sides of the most important link is disconnected. Rings out of school, new school brand effect is affected, social influence and visibility is reduced, difficult to gain social acceptance. From names of the new school, newly formed non-governmental regular universities have not understudied to outer provinces with a new and strange names appeared in front of candidates and parents, in...