| President of the Chinese Association of Higher Education Qu Zhenyuan, in 2014 China Online Education Forum opening ceremony said: "the development of online education for educational influence is significant and profound, it is not only reflected in the constantly enrich the teaching content, but also changes form of education itself. this is not only an educational reform, it is a learning revolution. " this fully demonstrates the significant impact of online education for traditional education. Thriving online education not only promotes many traditional educational institutions to actively expand online education business; but also spawned a number of new online educational institutions. This makes the online education industry has shown a trend of the development of competition, and brand-building is one of the common means of its use. China Figure education since 2003, it is committed to the establishment of brand building, construction of ten years of development, from the "mother" type of brand architecture, accumulated rich experience in brand development, but compared to other online education institutions, its brand building, brand promotion and brand maintenance, there are also a series of problems to be solved. Based on this, the article to the "Internet education brand building- A ’China Figure education’ as an example" as the title, on the basis of a brief discussion the concept of industry status online education, constitute characteristics and brand development characteristics, the system summed up the Chinese map Situation brand development background and education, and, accordingly summarizes its brand building process of the problems and the solutions to be taken.First of online education industry has formed a market size of nearly 200 billion yuan, and will continue to maintain a 21.2% compound annual growth rate of the next few years, showing a booming trend, it contains a huge market potential. Second, China’s online education industry contains platform providers, content providers, technology providers three categories of market players, which exhibits four typical characteristics in terms of brand building, namely educational services homogenization obvious characteristics, highlight the advantages of brand marketing, educational services exist in cyberspace, the brand is the result of many factors working together, the initial development of online education, but also reflects the brand image of the personalized service, rich educational services, "mother style" brand structure distinctive characteristics. Third, China Figure education, which owns more than a dozen sub-brands, divided into simple online education, training, online education and simultaneously lower line, purely as documentation or information dissemination platform sales platform into three categories, showing a typical "mother style" the structural features of the brand. Fourth, China Figure education and various sub-brand of the parent brand positioning clear, and formed their own brand of visual expression, spiritual content and promotional methods, etc., have a certain visibility and influence. Fifth, China Figure education currently in the process of branding, there are still a series of problems to be solved, including the lack of brand consistency even chaotic visual performance, the lack of systematic and spirit of the brand connotation targeted branding lack of unified planning and professional design, brand maintenance and management of the independent sector and the lack of professional teams, etc., affect the quality and efficiency of its branding. Sixth, China Figure education for the current problems in brand building, the article recommends that the company on the one hand be unified visual expression of the brand, to strengthen the spirit of the brand content design; on the other hand will have a unified planning and brand promotion activities, the establishment of specialized brand management and personnel.Overall, brand building and maintenance is a very professional and long-term work, China Education Group will be recognized in FIG profound importance of brand building and maintenance based on the construction of a separate department, the establishment of professional team, follow the brand development characterized in law as well as online education industry, expand targeted brand planning, promotion, maintenance and management activities, which can really be implemented by primary brand awareness to a deeper level of brand reputation upgrade. |
