Based On Enhancing Core Comoctitivcness Of Foreien Language Training Corporate Brand Strateav Research

With the enhancements of the trend of economic globalization and foreign languagetraining industry continues to develop. The competition between the domestic foreignlanguage training companies has Increased fierce， Scientific and rational planning of brandstrategy for enterprises to maintain their own competitive advantage in the domestic marketand international market has a very important practical significance. Correct analysis of thecompany’s core competitiveness in foreign language training， clear the relationship betweenbrand strategy and core competitiveness is the basis of a sound brand strategy system and thenecessary conditions.From the research of brand strategy and core competitiveness， Without combining thetwo studies，most people research them separately， In fact， there are many intrinsic linkbetween them，Both occupy a crucial position in the enterprise，Both developing process hasa great deal of similarity and consistency; Both of which are intangible assets， and with eachother inmutual influence. Due to the research between the two isn’t so much， And bothbecome more important in foreign language training companies， This paper attempts tostudy a foreign language training business brand strategy from the point of view based on theenhancement of core competitiveness， This is also the innovation of the paper， Theory withpractice， using qualitative and quantitative analysis method of combining research，complemented by the analysis and verification of the business case， and make the paper morerealistic.Firstly，this article briefly describes the research background， the current developmentof domestic and foreign language training industry and industry problems. Then the paperdescribes and analyzes the basic theory of core competitiveness and brand strategy， andresearch the relationship between and the core competitiveness and brand strategy.Second, this paper has designed a comprehensive evaluation index system of the corecompetitiveness of enterprises for foreign language training, and build a brand strategy toenhance core competitiveness. Departure from the characteristics of the core competitiveness,the establishment of the mathematical model of fuzzy comprehensive evaluation to analyzeand evaluate the core competitiveness; made in-depth analysis of the relationship betweenforeign language training company’s core competitiveness and brand strategy and brandstrategy elements brand objectives, brand positioning, brand extension and brand maintenancein four areas, in-depth to explore the relationship between the foreign language training corecompetitiveness of enterprises and brand strategy and influence; based on the above analysis, the further from the brand objectives, brand positioning, brand extension and brandmaintenance of the four dimensions to build a brand strategy to enhance foreign languagetraining company’s core competitive.Finally，on one hand，the use of fuzzy comprehensive evaluation model for quantitativeanalysis of the status of the core competitiveness of New Oriental Education&TechnologyGroup， on the other hand， describing in the brand strategy from the brand objectives，brand positioning， brand extension and brand maintenance of the four dimensions. in order toachieve the two objectives: First，verify the theoretical model of the core competitive analysisand actual situation is similar. Second， the contrast to the results of the analysis of corecompetitiveness and the business reality of the brand strategy verify that the previouslymentioned relationship between the core competitiveness and brand strategy.