Study On Brand Marketing Strategies Of Transnational Education Organization

In the context of the gradual globalization of the international economy and education development,education cooperation and exchange in the countries where study abroad is dominated has been increasing year by year.Chinese open policy of "supporting study abroad,encouraging return to China,going or back with freedom" has injected a fundamental impetus into overseas study market development.Chinese economy has grown significantly and people's living standard has been increasing.The overseas study industry's outlook is optimistic,the market competition gradually heats up.With the continuous improvement of government supervision,the competition of overseas study industry has evolved from the initial price competition to the brand competition.This paper combined the actual situation of AojiInternational Education Group Nanchang Branch with the theory of brand marketing and made a detailed analysis of its marketing present situation,and then pointed out that AojiInternational Education Group Nanchang Branch facing four problems such as too general brand diagnosis,not clear enough product positioning,arbitrary brand extension and ignoring special attributes.Then,the market target segmentation is carried out through the analysis of the applicants' hierarchical level analysis and destination country analysis.Through PEST analysis and five model analysis on its internal and external environment,and finally it is concluded that the five brand marketing strategies: product strategy,service strategy,pricing strategy,channel strategy and promotion strategy.It is suggested that Aoji International Education Group Nanchang Branch should strengthen its brand support and brand effect.To determine the personalized and differentiated service marketing strategy,Aoji International Education Group Nanchang Branch should further refine the market.