Research On Brand Management Of Chinese Training Center In Hanoi,Vietnam

Under the background of economic globalization,the internationalization and marketization pattern of Chinese language education and training has basically taken shape.At present,Vietnam has more than 500 Chinese language training institutions,including public and private colleges,as well as private training centers.Chinese has always been a popular major in foreign language universities,and countless families are paying more and more attention to their children's Chinese learning.Chinese language training centers,large and small,have sprung up like mushrooms after a spring rain.These Chinese language training centers provide a wide range of teaching services for learners.Hanoi has more than 50 training institutions offering Chinese language teaching.The growth of the Chinese language training market in Hanoi is gradually in a high-speed growth.Therefore,the competition to seize the Chinese language training market is increasingly fierce,and Chinese language training has entered an era of slight profit.In the fierce market competition,the only way to win the market is to set up a good brand image by reducing costs,ensuring the quality of teaching services,and constantly developing new teaching contents and models.In a sense,the key to the survival and development of the Chinese language training center is to form a school-running brand.If the training center loses its quality and brand reputation,it will eventually lose its market.Although there are nearly 50 Chinese training centers in Hanoi,and despite of the fact that they have been established for years,there are many centers having obstacles and being confused about brand creation and management,which leads to the destruction of rules and regulations as well as blind engagements in marketing activities.This phenomenon is manifested by continuous price wars and pervasion of opening classes.Such improper market positioning and customer positioning are a waste of money and energy.In this context,this paper takes the typical brand of Hanoi Chinese Training Center,TM Chinese Training Center,as an example to study the brand management of the Chinese training center systematically,because the TM brand is relatively mature in the brand of the famous Chinese training center,and it' s experience can be used as a reference for other small centers.This paper studies the brand management of Hanoi Chinese Training Center in Vietnam by using the methods of literature,questionnaire,interview and case study.It not only pays attention to the macro-concern of the national policy and enterprise level,but also pays attention to the micro-insight of the middle and individual level at the school institutional level.The specific framework of the paper is as follows:The introduction mainly identifies the research problems,gives a brief introduction to the issues,clarifies the purpose and significance of this study,combine with the research needs,combs and analyses the research of brand,brand management,education brand management and training center brand management,and then draws up specific research ideas,research methods and structural arrangements.Chapter ?,The background and theoretical basis of brand management in training center.This chapter first defines the research objects involved,such as brand,brand management,training,center and training center brand management.At the same time,it discusses the necessity and urgency of brand management of Chinese training center under the background of fierce market competition from the national enterprise background,school institutional background and individual background of brand management of Chinese training center.Chapter ? is about the development history and current situation of brand management in Vietnamese Chinese training center.This chapter first divides the life cycle of the brand management of Chinese training center according to the brand life cycle theory,and analyzes its particularity and difference.This paper outlines the current situation of TM Chinese Training Center from the following aspects:internal setting,main product analysis,target customer group division and center status analysis.Secondly,it analyses the current situation and survey results of brand management of TM Chinese Training Center.Chapter ?,this chapter explores the problems existing in brand management of TM Chinese Training Center.The main problems are as follows:weak awareness of brand management,lack of prominent brand differentiation positioning,narrow channels of brand communication,and analyzed the main reasons for the problems existing in brand management of TM Chinese Training Center.Chapter ?,Vietnam IMAP education and training brand management experience.This paper mainly introduces the Vietnamese IMAP education and training brand,deeply analyses the successful brand management experience of Vietnamese IMAP education and training brand in its initial stage,and discusses the brand differentiation positioning of Vietnamese IMAP education and training,its unique brand communication strategy and successful brand extension.Chapter ?,the countermeasures and suggestions which can strengthen the Vietnamese Chinese language training center brand management.This chapter analyses the brand management countermeasures of Chinese Training Center from six aspects.Elaborate specifically how to establish scientific and effective brand management strategies from the aspects of establishing differentiated brand positioning,establishing clear brand planning,strengthening brand core value,strengthening brand communication channels,and attaching importance to brand extension.I believe that the research of brand management is very helpful to promote the development of Chinese training center,and has certain theoretical and practical value.Because the implementation of the central brand management can also help the center to optimize the brand strategy and expand the promotion channels of the central brand,so as to enhance learners' recognition and loyalty to the central brand,help the Chinese training center to establish a unique central culture,and make the Chinese training center have stronger competitiveness and more favorable development space.This research is aiming to point out some countermeasures to strengthen the establishment and management of TM Chinese Training Center and other brands,establish a scientific concept of modern brand management by providing some feasible solutions and recommendations for brand management of TM Chinese Training Center,which enhances TM Chinese Training Center' s competitiveness in the fierce market.It is hoped that this research will become a valuable reference on the brand creation and management to vocational education and training centers in other industries.