Research On Brand Marketing Strategy Of Nanchang New Oriental Language School

In order to increase organizational competitiveness and intangible assets,domestic and foreign education and training organizations have paid increasing attention to brand management.In the increasingly competitive market environment,it has become a consensus in the academic community that education and training need to follow the “brand” development path.In the new circumstances,modern education and training institutions,especially private ones,must comply with the laws of market competition in developing brand marketing awareness,enhancing the brand management,and shifting the development focus from organizational scale to brand value.It's therefore urgent and important to study and develop organizational brand marketing strategies.Nanchang New Oriental School has developed rapidly since its inception with its brand visibility on the rise.After years of exploration and innovation,the school has established a comprehensive curriculum training system that covers primary and secondary school education,college education and in-service education to meet the needs of students of different ages.Its expansion and development is also accompanied by many problems with brand marketing and management,such as serious product homogeneity,poor brand management,limited marketing and promotion strategies,etc.In view of this,Nanchang New Oriental School must recognize the market competition situation,change the extensive business model,follow the laws of domestic education development and improve teaching quality and efficiency,so as to embark on a brand development path that adapts to the development of the market economy and that retains its own core competitiveness.First,an in-depth analysis is conducted of the macroeconomic environment and the competitive environment around the school.Then,SWOT is adopted to analyze the advantages and disadvantages,opportunities and threats from its internal and external environments.At the same time,problems that exist with the school's brand marketing are identified,including severe product homogeneity,blurred brand positioning,backward hardware facilities,poor brand management,limited marketing and promotion strategies,lagging Internet marketing,weak brand service awareness and uneven teaching level.Based on the school's brand marketing situation and problems,corresponding strategies are put forward in four aspects of brand positioning,brand culture,brand reputation and brand service.In addition,five measures are raised to support and guarantee the effective advance of brand marketing strategies,including upgrading the teaching staff,increasing the brand promotion investment,strengthening the service and brand quality development,formulating and perfecting the brand management mechanism,and creating a professional brand marketing team.