Study On XX Kindergarten Brand Strategy Management In ES Company

This thesis stems from thinking on the brand positioning and marketing strategy of private kindergarten education in my job practice.With the Chinese people's living standards increase year by year and the increasingly fierce competition for talent, the parents are more and more concern and attention their children's pre-school education, resulting in the parents choice on the demand for kindergartens have become stronger. At the same time, the government gives the stronger support and encouragement policies for private education, making more and more individuals and enterprises to join the kindergarten education field. It brings the new ideas and new knowledge to this industry, and also further promote the private kindergarten education develop rapidly.Faced with this kind of development opportunities and existing competition situation, as a new kindergarten brand that is established by ES Company, it is necessary to find out the profit for their own development model, to determine the value of their own position, and form their own development and product characteristics can be have a place in these many competitors market environment.In this paper, the theory of modern marketing management as the main guiding ideology, Base on the specific analysis of the kindergarten educations' Macro-environment and micro-environment, combined with the SWOT analysis of ES Company, it through a Subdivision of the local market in Suzhou, the determination the target consumer group, to find and identify the XX kindergarten brand's value of their own position.In this article, I proposed the different business strategies in the various stages of the brand life cycle. And based on the differentiation strategy theory, I used the 4P theory to propose the marketing strategies for XX kindergarten brand. On this basis, I also describe this brand development future from the point of view in brand extension, innovation and maintenance, and to propose the implementation of brand strategy specific plans and recommendations.