文档介绍：II 足,由此阐释品牌塑造的必要性和可行性,明确品牌对独立学院的重要意义;第四部分主要阐述独立学院品牌塑造的内涵,提出品牌塑造的目标;第五部分是独立学院品牌塑造的具体策略,就品牌定位阶段、品牌建设阶段、品牌传播阶段分别提出独立学院进行品牌塑造的措施。品牌定位阶段,树立品牌意识,关注和分析国内外教育市场的发展与变化,整合独立学院内外各种资源,准确定位;品牌建设阶段,加强独立质量基础、校园文化和特色建设,实现独立学院以特色创立品牌,以质量保证和强化品牌,以文化提升品牌价值的目标,凸显独立学院品牌的内涵和个性;品牌传播阶段,通过对内对外进行传播推广,扩大独立学院影响,树立起自己良好的品牌形象,最终得到消费者认知和认可;最后是结论部分,主要概括本研究的主要内容和观点。【关键词】品牌;独立学院;独立学院品牌;独立学院品牌塑造 III A Study on Brand Establishment of The Independent Colleges Candidate: Liuyun Qin Supervisor: Maoxun He Subject:Higher education Specialty:Hig her Education Management Grade:2005 Abstract With the establishment and gradual improveme nt of China’s socialist market economy, especially after joining the WTO, China's educ ation market and the education environment has undergone major changes, the development of Ch ina's education was both an opportunity and a challenge. Then the market mechanism was in troduced in the field of education, and the deepening of the reform of China's higher educ ation, to make higher education in China face petition in the international and domes tic, various types and at all levels of colleges and universities must be market-oriented, in petition for survival and development. Independent Colleges which as an ponent part of China's Higher Education must also be involved in petition naturally, to enhance their own strength, and obtain the power of development. Although independent co lleges has achieved a rapid development in a few years time, and has achieved a lot of ess, as well as made tremendous efforts for the development of higher education in China, f ace to petition, Independent College how to e its problem, to play its advantages of autonomy and fl exibility of school system and the operational mechanisms, obtain the initiativ e petition, fight for a place in the education market, these problem must be faced a nd solved in their development. Implementation of brand strategy, highlighting their own charact eristics and advantages , to create t