Abstract:

Higher vocational colleges face new problems, decline of population in college age students and enrollment numbers, low
competitiveness, weak consciousness of market, brand strategy, and characteristic, problems in promotion, poor capacity in
employment. Therefore, higher vocational colleges need to take skills and specialities as the admission standard, reinforce the function
of market, strengthen the connotation construction, improve quality, build inter-disciplinary characteristic specialty, develop brand,
quicken the promotion, integrate production and education, improve the employability, offer diversified, all- round and integrated
education and order-form training, so that higher vocational colleges can have sustainable development and improve the enrollment
and employment.

Key words: admission and employment, connotation construction, brand strategy, special professional, employability