Strategic Education Brand Building in Private Colleges via Cloud Computing

Ning Liu, Hu Liu and Li Liu
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Ning Liu: Shaanxi University of International Trade and Commerce, China
Hu Liu: Wuhan Institute of Technology, China
Li Liu: Shaanxi University of International Trade and Commerce, China

Information Resources Management Journal (IRMJ), 2025, vol. 38, issue 1, 1-18

Abstract: This study explored how cloud computing can strategically enhance the educational brand of private colleges and universities in a crowded market. It sought competitive differentiation by using cloud platforms to improve teaching quality, administrative services, and digital communication. Quantitative performance data from 2019–2023 from five representative colleges was combined with qualitative interviews involving key stakeholders to identify the impact of cloud computing on teaching, service, and brand influence. Results indicated that cloud platforms boosted practical course outcomes, enhanced teacher-student interaction, and increased digital engagement. Enrollment and employment processes were streamlined, and online presence grew by over 200%. These findings demonstrate that cloud computing not only optimizes operational effectiveness but also reinforces a distinctive educational identity. Therefore, strategic investments in technology and human capital are recommended to secure sustainable competitive advantages in higher education.

Date: 2025
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