The Analysis Of The Spred Positioning And The Spread Strategy About LE Shan Morning Star Chinese Chess School

The GDP of Leshan maintains two digit growth for 12 consecutive years. In 2011, The retail amount of social products achieved 29.33 billion yuan, which increased by 17.9% compared to the same period. Up to September,2013, the permanent resident population in Leshan was more than 3 million. The total number of school students, including kindergarten, primary and secondary schools, in Leshan city reached more than 0.52 million, of which the number of primary school and middle school reached 0.34 million. The result of research shows that ninety percent of 5 -12 years old students’ parents have intense interest in extra-curricular training class, of which more than fifty percent of the parents show interest in the training of Chinese chess.In view of the increasing market demand of Chinese chess training, the author of this paper makes an accurate and reasonable positioning and makes a feasible propagation plan on the basis of doing research of kindergarten, primary and secondary schools students and their parents according to the characteristic of Morning Star Chinese Chess school so as to enhance the influence of this school and expand the spread of the special effects of Chinese chess in developing intelligence, thus to improve competitiveness of the brand of this school.The content of the paper are as follows:Firstly, based on the introduction to the profile of this school, this paper finishes SWOT analysis. Secondly, it analyses the existing problems in brand positioning and puts forward to the relevant procedures according to the current situation. At last, the author analyses the existing problems in spreading the strategy of this brand and gives corresponding solutions according to the survey.