The Strategic Analysis Of Brand Marketing Of China Education International

Chinese oversea education agencies, with10years of development, have since gained scale. However, the market is fast changing, due to explosion of Chinese Study Abroad Market; those agencies face unprecedented severe competition than ever before. How to survive, develop and gain an advantageous position in this increasingly fierce market competition is a question that each agency has to face.China Education International (CEI), which is a typical oversea education agency, has already provided international education service for16years. Low core competitiveness, inaccurate locating of brand and ideas of brand planning, are a widespread problem in Chinese Study Abroad Market. Therefore, how to solve the above problems, is a an important subject that the agencies have to face. The CEI is experiencing a transitional period from experience management level to science management level; therefore, how to carry out valid brand strategy, how to achieve the unique brand marketing strategy design so that achieve the goal including against outside competition, give full play to its unique advantages and make up their own disadvantages depend on the development a strategy for brand marketing.This article tries to sum up the whole process of brand marketing, on the bases of domestic and foreign documents about the brand marketing strategy through the literature material analytic method. It includes how to establish brand, promote brand, develop brand, protect brand and market brand; meanwhile, collects a large number of factual data from CEI, analyzing the current situation and problem of CEI’s brand marketing with SWOT analysis and graph and data analysis; finally,build the CEI’s frame work of the brand marketing strategy with logical analysis, which contains the establishment of the brand, brand publicity and promotion, brand development and extension, brand management. And then provide decision support for the development of the company so that the CEI can be assured that its market position will be better secured by this behavior. Meanwhile, this article can also offers important lessons for the development of Chinese oversea education agency.