Research On Brand Positioning Strategy Of Private Schools

With the rapid development of China’s economy and the improvement of people’s living standards, people demand higher quality education, and have the ability to choose higher quality education for their children. In order to attract these people, private schools have to work hard on positioning their brand. Historically, private schools have played an important role as a special part of school education. The rise of Modern Private School makes competition amongst private schools more intense. Private Schools need to develop their market- oriented and quality driven characteristics more in order to begin the process of brand construction. However, in the brand creation process, some private schools are forced into brand survival, causing them to ignore existing problems. Others lack sufficient knowledge of the theory, so they can’t carry out their plans. Although some schools have plans for their brand, they still present a lot of problems, such as: "heavy hardware, light software," homogeneous positioning, vague positioning, deviation of the positioning plans, positioning stagnation.Faced with this situation, the author believes that private schools not only need guidance of brand positioning theory, but also need practical experience. This paper begins with the current forms of education and the shortage of the brand positioning of private schools, and issues of necessity and urgency with proposed brand positioning strategies. Next, this paper sorts out the concepts of brand and positioning and school brand research. Finally this paper will summarize the core concept of this study.Stating from his work experience, the author sums up the current situation of private school brand positioning.At the same time, using the related theory, deeply analyses the brand construction of KY school. The following measures are suggested:1,category segmentation; 2,effective communication; 3,characteristic education; 4, strengthen management. Finally, on the basis of the theory and practical experience of the author, he determines five measures for improving brand positioning strategies: quality positioning, identification positioning, characteristics positioning, core value positioning and dissemination positioning.