Research On Brand Marketing Strategy Of Learning And Training Institutions

With the development of market economy and the importance of countless families for their children's education problems,many small and medium education and training institutions appear.These education training institutions focus on a wide variety of teaching and skill training,providing various personalized services.At present,due to their low operating costs,low threshold of market access,while the short-term income is high,resulting in a variety of unlicensed small workshops appear.The quality of running a school is uneven,some good and some bad.The domestic,such as New Oriental such well-known brand of education and training is less and less,while foreign education and training institutions such as XES,etc.with a good virtue of their brand and good operation mechanism are coming into the domestic market.Chinese market has large population and education problem is the focus of attention and requirements of each and every family.The dream for education and training institutions of the future market will be increasing.At the same time,the domestic market will be more settled as XRS such well-known foreign institutions,and they both,in brand management and business model,are more dominant.Compared with small and medium education and training institutions education and training institutions,although there are a large number of domestic institutions,but generally lack the maturity to run mode,and the prominent problem is that their management generally do not attach importance to their own brand management,ignoring the brand effect.The future market is the competition of the brand.The brand is no longer a simple enterprise image and a simple symbol?It has been internalized as the core value enterprise culture.Cultivating the brand loyalty is an important foundation of the current education and training institutions to stabilize the uninterrupted supply of students.Compared with other countries in the world,China's brand management awareness is very weak,especially in the education and training industry.New Oriental such well-known brand is less.This study suggests that training institutions cannot rely on the brand's reputation is not advertising,news reports as a very limited role of the soft advertising,content should also be to influence the child's interest to participate in the main.For education services,improving service quality is the fundamental word of mouth is an important means of communication.XRS is the education training institution which has developed rapidly in recent years.This thesis focuses on the research object and analyzes the key and strategy of brand marketing management.Brand construction in the development of XRS process played a crucial role,XRS successfully in a very niche market set up their own competitive advantage,and make great efforts for the dream achievement students and their parents.This thesis analyzes the present situation of XRS's brand marketing.IT is concluded that the success does not depend on one person,but depend on its educational philosophy,core values,mature system of teachers,research and development system,IT system,serious attitude etc.However,there are some problems in XRS's brand marketing,which is analyzed in this thesis.Finally,this thesis puts forward five Suggestions for the future development strategy of XRS.