A Study On The Strategy Of Brand Value Promotion In Beijing Century English Training School

Beijing Century English Training School has had remarkable improvement in the scale, the level of management, the faculty, and the quality of teaching after more than ten years’growth. However, the business of the School has come to a standstill and even been on the decline due to the increasing number of competitors, and the bottleneck effects encountered by the school. Therefore, the promotion of its brand value will be the imperative.The paper understands the meaning of stakeholder value theory, and that stakeholder value theory can reflect the source of value brand, and makes it clear that the core stakeholders of decisive significance to schools’survival are schools’ management group, their staff, their students and the students’parents, and the strategic stakeholder including media through the study and discussion of stakeholders’value theories in the view of stakeholders. The paper analyzes features of "one-to-one" interactive relationship between school brands and major stakeholders, training school brand value transfer model is established, finds out major factors influencing training schools’brand value, and concludes the significant role the School’s staff, students, and the parents have played and the influence the public have exerted on the spread of the brand value.The thesis investigates teachers employed by Beijing Century English Training School, students on campuses and the public, and finds out many problems:its low brand awareness, featureless course offered, serious homogenization, common management level, low level of the teaching group, difficulty in management due to the number of part-time teachers, low satisfaction index of students’evaluation of teachers, loss of regular customers, and difficulties in student recruitment. Applying relevant theoretical knowledge of economics, and management, and combining English training industry and brand value promotion related theories, the paper carries out an analysis on the School’s status quo, probes deep into problems in school brand management, and comes up a brand value promotion strategies for the School:for the core stakeholder management team, to promote the School’s brand value in the process of the brand creation, extension, to develop brand planning principles, maintenance and innovation, make brand designs and plans in a good way, and insist on the continuous innovation of the brand, the School’s brand value can be promoted only to promote the School’s core competitiveness in the intense competition in English training market; in view of the core stakeholders of teachers, to promote the School’s brand value in the process of increasing its competitiveness, stabilize the staff, improve quality of teaching, and stick to the guiding principle of running the School in its own characteristics; in view of the core stakeholders students’parents and students, to meet the needs of parents and students, to establish and improve the mechanism of communication with the parents and students; in view of the strategic stakeholders of the general public, to improve the School’s brand value in the market expansion, to step up publicity, and develop new customers in an extensive way, to improve visibility and reputation of the school.The study will provide a theoretical support for a healthy and stable development to Beijing Century English Training School, and is of theoretical and practical significance for the School’s brand building, and will guide the development of the whole English training market and brand value promotion.