The Transformation Strategy Research In Low-level School Based On Brand Management

The development of the low-level school has been a key link in china to achieve balanced development of education.in recent years, with strong investment and policy support to low-level schools,low-level school conditions has been a greatly improvement.however,how to make good use of these resources, and realize the sustainable development of the school has become an important topic that is currently placed in the face of low-level school.with the WTO accession and the continuing reform of the chinese education system, the education consunption patterns more diverse,the role of the buyer in the education market is highlighted,school education consumption, as an important part in the areas of the residents living consumption,gradually began to receive more attention by the school principal.at the same time, the gradual convergence of the dominant resources in schools.the tension in the school finance and the intense competition between schools.make the school adiministrators prefer the path of active development to the original conservative management thinking, the introduction of brand management in the current reform practice of low-level school, conducive not only to make an inwentory of school resources.but also conducive to the development of the school to better serve the education consumers.and win a place in the fierce school competition.in this paper, the selected Tai yuan primary school X in shanxi is a typical case,which is for the purpose of brand awareness,based school-existing conditions and advantages.relying on school characteristics education.and ultimately achieve a strong development in the low-level schools.however, due to the current X-school brand building roads continues,there is a certain distance away from the real brand school.so this also adds more targerd to this study for the author.The structure of this paper is organized as follows:First,the introduction part explanations on the background of the topic.research significance, the identification of the concept, literature review.and the research methods;the first part, mainly on the characteristics and significance of the school brand and the connotation and the characteristics of brand school, and discussed the importance of low-level school transition,the significance and the possibility that apply the brand management to the low-level school transition process; the second part,the X-school in taiyuan,shanxi is the case of the study,analysis the present situation from the theoretical point of view of brand management,through the Tuestionnaire and interviews of school teachers,parents and principals;the third part,from the brand management theory,research the idea and the strategy of applying the brand management to the low-level school transformation,and the role of the education subject in the low-level school transformation process;finally, the concluding remarks of the paper.through this study, the transformation for low-level schools can get new reform ideas and perspectives.