Research On Brand Management Of Xiamen Primary Education And Training Institutions

Into the 21st century,China has become the world's economic power,people's material life continues to improve,more and more families attach great importance to their children's education.Education market demand continues to grow,and promote a variety of remedial institutions,primary and secondary school tuition,moral education,children's English education and training institutions such as the rapid growth of the market competition is intense,a variety of primary education and training institutions in order to better survival and development gradually Began to pay attention to the construction of brand management,but the success of the education and training institutions only a few,the main problem is that primary education and training institutions,brand management awareness is weak,how to establish a good brand management lack of guidance.Many of the primary education and training institutions of the brand management problem is serious,and even some institutions in order to pursue short-term interests ignore the brand management building,the long run is not conducive to primary education and training institutions remain competitive,and customers do not establish a good brand loyalty between the training Institutional development blocked,undermining the benign development of primary education and training market.Based on the theoretical basis,combined with the knowledge of brand management of educational and training institutions,based on the excellent brand management practice,this paper explores and analyzes the defects of brand management in the primary education and training institutions in Xiamen.Through the survey of several local training institutions in Xiamen,Based on the "brand value of the brand management" empirical analysis,to improve and optimize the brand management measures and countermeasures,so that the primary education and training institutions in Xiamen brand management has been greatly improved.With innovative brand management model in the fierce training market competition to occupy a strong position,and thus promote the Xiamen primary education and training institutions sustainable development.This paper constructs the structural model of "the relationship between educational brand value and brand management",and uses the empirical analysis to study the influence of brand value on brand management.A questionnaire survey was conducted on the workers and experts and experts in the 10 educational and training institutions in Xiamen.The questionnaire was collected and the reliability of the collected data was analyzed.The correlation analysis,the confirmatory factor analysis and the research hypothetical test.The conclusions of the paper show that the proposed models and assumptions are established and meet the test standards.Among them,the orientation,criteria and objectives of brand values have a positive effect on brand citizenship behavior.Among them,the concept of brand values,goals and organizational culture significantly affect the integrity of a unified brand image;the same time,the formation of brand performance and brand values,objectives and organizational culture in a positive relationship.According to the results of empirical analysis,this paper also puts forward some suggestions for the enterprises of Xiamen primary education and training industry.