Study On The Brand Building And Research Strategy Of Small And Medium-sized Education And Training Enterprises

In China, with the improvement of institution mechanism in the educational area and the reform deepening, the educational business is developing at a great rate of speed. The non-government funded institutions are playing important roles in accelerating educational development and advancing reform deepening in this field. Especially, plenty of small and medium-sized training institutions are the significant components in the educational system. According to the statistics of the education department, there are more than 20 thousand private schools around China until the end of 2013. At the same time, there are more than 9400 thousand persons to receive all kinds of training. Above-mentioned organizations will have greater chance to grow up, because the Chinese government continues increasing the educational funds and intensifying the supportive policies.Meanwhile, the training market is changing from the quantity-scale model to the quality-benefits model, with consumers pursuing service experience and product brands. Therefore, small and medium-sized training organizations are facing realistic issue that is how to precisely position their products and to spread their brands.In consequence, this thesis carries on the case study of the Z training school, the representative of small and medium-sized educational companies. Specifically, it profoundly analyses the current situation and problems of the small and medium enterprises about their brand construction, and then conducts their brand opportunity analysis, combining the discussion of their environmental influence.As a result,this paper proposes two brand-construction strategies, including brand positioning in terms of personal advantages and brand extensions in terms of main-subsidiary brand framework. On this basis, it further explains the strategies from three particular aspects, which are brand creation, brand broadcast and brand protection, so as to improve the brand construction ability of the small and medium businesses.