Private Educational Training Enterprise Brand Marketing

The China's education and training industry has undergone an unprecedented development with its industrialization and international development process.Education and training business has been considered the most valuable investment projects for global strategic investors.The competition of China's education and training market are becoming more intensive as the number of education and training institutions increases,famous foreign educational groups enter the domestic education market one after another.Marketing promotion by simple advertising alone is unable to impress and attract consumers successful.Brand management and marketing communication have become more important as contemporary education begins the transition of industrialization.How to establish a good brand identity for an educational institution is far beyond a brand's awareness alone can do.By reference to current brand marketing literature of education and training business in China's,also through actual case studies,data collection from authoritative web site and practical investigation,the thesis has researched the status quo of brand marketing of educational institutions at home and abroad.Combined with Philip Kotler's marketing theory for educational institutions and Integrated Marketing theory from DonSchultZ's,the thesis suggest that the education and training institutions should have a variety of awareness,strategy, tactics and methods for brand marketing,therefore a integrated 11 steps brand marketing method for private educational institutions is put forward.