| With the continuous improvement of people’s living standard in our country and the competition for talent becoming increasingly fierce, problems of preschool education of children have draw more and more attention. Since the 1980 s the development of China’s education recovery, the state would have continued to support the introduction of a variety of policy development of private education, which makes a variety of social forces to enter into this industry to bring new ideas for the development of a new pre-school education while also promoting the idea of education in China’s great progress.In the face of development opportunities and industry environment like this, Singapore MDC brand as a foreign emerging brands have a clear understanding to the industry competition environment, according to their brand characteristics and product characteristics determine its brand positioning, so as to gain a foothold in the fierce competition.Based on the macro and micro analysis for the current competitive environment of early childhood education industry, we found that Chinese early childhood education industry is still in a relatively stable stage of development, but the market has great potential. At the same time due to the special nature of early childhood education, our country also increase the support on national policy. In addition, with the concept on education being changed and the importance of their children’s education, people are willing to increase their spending on education. So we can say that the development of early childhood education market has a bright future. But now, the development of early childhood education is very unbalanced development in different regions, the desire of people for high quality, safe and guaranteed early childhood education is more and more strong. Thus, to some extent, the brand preschool institutions is representing the development trend of early childhood education industry in the future.After the SWOT analysis of Singapore MDC, according to the experience of "Waldorf" in China, we help Singapore MDC to identify its target market and consumer groups, and also find its own brand positioning. We also put forward some feasible suggestions of brand management strategy for Singapore MDC:(1) The education brand must be implemented to reality. As a foreign brand, Singapore MDC want to occupy a place in our early childhood education market, first must do in Rome as Rome does, and find the balance between Singapore MDC education and Chinese traditional culture brand culture. Then it will help the brand culture implanted in people’s minds.(2) Early Childhood brand is not simply same to the brand of the ordinary business. The special nature of the education industry is also means the particularity of the education brand. So Singapore MDC need to build an brandmanagement system which covers the brand terms of positioning, brand investment, brand maintenance, build brand crisis management and so on.(3)The new and non-renowned nature is the greatest weakness for Singapore MDC, so Singapore MDC need an mouth strategy which based on its personalized brand culture and establish an specific image of "character education, find Singapore MDC" in the parents.(4) Singapore MDC also need to take part in the role of government in early childhood education industry. Just as the "Directions of Preschool Education" issued by the State points out, we need to pay attention to the government functions to integrate what we can find to help the early childhood construction.This paper puts forward corresponding suggestions on the feasibility of Singapore MDC education brand management strategy. In addition, this paper not only on MDC education in Singapore brand management has guiding significance, but also for the understanding of China preschool education market has certain positive role. |
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