Research on Brand Building of Local Newly-built Application-oriented Undergraduate Colleges Based on SWOT Model -Taking Wuhan Business University as an Example

In order to adapt to the strategic adjustment of higher education structure in China and the new situation required by the transformation and upgrading of local industries, it is extremely important for local newly-built application-oriented undergraduate colleges to construct their educational brands for their own development as well as for standing out from the increasingly fierce competition of higher education in present popularization of higher education. In this context, this paper analyzes the strengths and weaknesses, opportunities and challenges of brand building of Wuhan Business University, and puts forward the ideas and ways of school brand building, "characteristic schooling, cultural upgrading and differentiated development", to promote Wuhan Business University to construct its own brand, to achieve healthy and sustainable development of the school, and to conduct positive and useful exploration for newly-built application-oriented undergraduate colleges' brand building.