Research On The Construction Of Kindergarten’s Brand Image

Building kindergarten’s brand image is a key way for the preschooleducation to adapt to the era development.This paper made reference to enterprise CIS system, starting from theconstruction elements of kindergarten’s brand image, displayed, compared andanalyzed these two kindergartens’ brand image in the same district, the samefield and the same properties (the same starting point), and puts forward somemeasures to build the brand image of the kindergarten. The purpose is toprovide the complete and innovative referenced contends. It has practicalsignificance to the practical management of kindergarten, outlining the blueprintof brand kindergarten and promoting the overall development of kindergartenand sustainable management.This paper made reference of CIS Brand Image system, presented somenew concepts and constitute elements of kindergarten’s brand image:“kindergarten’s brand image” is the overall impression and evaluation of socialpublic to kindergartens. The constitute elements are “kindergarten’s idearecognition”,“kindergarten’s behavior recognition” and “kindergarten’s visualrecognition”.The paper mainly adopts case comparison method, literature method,observation method, interview method and questionnaire survey method andother research methods to analyze the related content of kindergarten brandimage construction. Among them, case comparison method is the key point ofthis study. From the exhibition, questionnaire, interview and comparativeanalysis of these two kindergartens, kindergarten’s brand image construction isa time-accumulating and difficult process. There are many facts that influencethe kindergarten’s brand image construction, such as the different ideas,teaching quality, construction funds, characteristic orientation, communityparents, supervisors’ support, advocacy, experience and so on.Through the analysis of above practical problems of kindergarten’s brandimage construction, the paper presents specific measures and strategies of kindergarten’s brand image construction. These are:(1) recognition of theirkindergartens’ brand;(2) improving the brand level and enhancing management;(3) the quality first;(4) the characteristic brand;(5) brand promotion;(6)persevere construction.In the process of summing up the research, the paper produces some newthinking on kindergarten’s brand image construction. Such as the kindergartenbrand construction autonomy; the more ways to solve the problems of funding;the problems of how to combine the operation and theories organically inbuilding brand kindergarten system; how to effectively cope with the threerelationship problems of kindergarten brand image construction and teachers’teaching and parenting; etc.