| With the development of the global economy, as well as the formation of the global village concept in the minds of most people, English is the international language of the people live, learn and work rising, people want to improve their English skills, so the community was once a craze to learn English. It is under such an environment, the market demand for English training institutions, nothing is there to learn from the children’s English training to older English at the University. English language training industry profit is very rich, but also makes more businesses to join this market. On the other hand, due to go abroad increase in the number of students and staff, work, study, and studies the various demands made it further increase demand for learning English, the huge market demand has created a number of English language training institutions.According to relevant statistics, English language training market in China from2007to123.8billion yuan increase in workers in2009,189.7billion yuan, the annual compound growth rate of23.6%. Expected by2014will grow to447.2billion yuan (about65.5billion U.S. dollars), a compound annual growth rate of14.8%in2009to2014. Education and training, English and IT are the two pillars. According to statistics, China English training market capacity is approximately0.1%of the gross national product, expected in2012will reach50billion yuan (in2008the gross national product of over30trillion, up calculation of the end of2012will reach50trillion). The enhancement of the needs of the people, along with the2008Beijing Olympic Games,2010Shanghai World Expo and positive contribution to the English training market in China has ushered in a new round of rapid growth, the steady development of the next decades or even decades sunrise industry.But it is precisely such a future development prospects are very ideal sunrise industry but there are many problems, China’s English training institutions categorized a large number of New Oriental, Global IELTS, LYCE, the new concept of training giant headed in addition to many small or new English language training, customer base for English teaching from early childhood to the TOEFL, IELTS and other study abroad exam can be said to contain the entire market segments. Because of this, has become increasingly fierce competition between the various training institutions to play the "advertising war" leads to low quality of service and the quality of teaching and high advertising costs and low prices of the "price war" among training institutions, serious damage to corporate reputation and brand image, but also against the interests of consumers, causing the dissatisfaction of students. Thus shaping good brand image and brand reputation is a topic of current training institutions imminent.Brand is the soul of an enterprise is an important indicator of a long-term development is an important indication of a businesses’ core competitiveness in the market made, so the construction of the brand they work for any company the top priority, a business only with a good brand image in order to win in the fierce market competition, on the other hand, only have a good brand image of enterprises in order to provide high quality services to consumers.The focus of this study is the brand image elements of the mechanism of action of the consumer buying behavior, this study is based on the Bell brand image model, based on in-depth research on the impact of brand image on consumer behavior and the study of brand reputation as the intermediary variables to explore the interrelationship between the three, as well as brand reputation play an intermediary role between brand image and consumer buying behavior.English language training institutions should improve their corporate strength and provide a full range of high quality services for consumers to create a good corporate brand image, and thus make the whole enterprise competitiveness can be improved. |
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