Research On Brand Marketing Strategy Of Ma Chengying (MCE)

In recent years, the growth of China’s private education and training industry is quite strong, many training institutions become the rookie of the domestic economic field. English, IT, children’s education and training are the main content. In the market, the number of enterprises increases sharply and the competition among all companies is very strong. Based on the above, the enterprises not only rely on its excellent faculty, but also use a variety of marketing models to seize the market, meanwhile, be aware of the importance of building the brand and hope to increase brand satisfaction and loyalty, thereby increasing the market power of enterprises and have long-term business.As time changes, being the international language, English gets the more eyes of people, we all know the importance of studying this language. Our private English education institutions is a complement to school English education. And now the rapid development of economic globalization and science and technology, has brought new opportunities and challenges to the private English education, more opportunities and much more challenges. Business competitors is not limited to domestic enterprises, more overseas education and training institutions also want to obtain Chinese market share. Therefore, the relatively low threshold and out of the industry and the intensity of competition, so that many small private English education and training institutions face enormous pressure to survive and develop, the life cycle of the enterprises is gradually shorter. Some small organizations can not run before having the brand influence, facing bankruptcy.The 21st century is the era of a brand, well-known advertising expert Larry Wright had talked for the next 30 years of marketing views, "the future will be the brand’s marketing war for market dominance of the competition, which is a brand battle. Enterprises and investors will recognize the brand is the company’s most valuable asset. This concept is very important for seeing the approaches of developing, consolidating, protecting and managing the enterprises... It’s more important to own a market than a factory, and the only way to have a market is to have a brand, which can dominate the market. " So these are the main problems for the companies of private English education and training, how do you occupy in the fierce market and form a dominating brand, own a long-term business. For small and medium enterprises, they’re the top priority, such as analyzing the internal and external business environment, knowing the development of their own advantages, finding the crux of business, improving customer satisfaction, enhancing corporate brand building, and ultimately enabling enterprises to have well-known brands, a century classic brand.On the basis of the existing literature research, drawing on brand management and brand marketing theory, Beijing "Macheng English" education and training institutions is the research object for private English education and training industry features. Through the enterprise PEST, SWOT analysis and evaluation, as well as the model based on entropy method in the enterprise’s customer satisfaction measurement of the national market with analysis methods and questionnaires, the paper wants to find the problems and the solutions or suggestions, hoping to provide a reference value of brand marketing strategy for the enterprise.