Research On Brand Marketing Strategy Optimization Of XC Education And Training Company

With the rapid development of China's market economy,the demand for education is increasing gradually,the ratio of technical output is gradually increased by education,and the development footsteps of private education and training industry are speeding up.The market competition of education and training is gradually increasing,and the private education and training machine is gradually increased in the market.The construction of the brand is one of the most important ways to deepen its competitiveness.The construction of the brand is an important aspect of the education institutions to expand its popularity.How to build,maintain and use the brand to expand its influence,and to cope with the fierce competition and crisis is very important for the private education institutions.As an old private educational institution,XC education and training company,after nine years of development,also faces the development dilemma under the fierce market competition.In the situation of further liberalization of the educational industry policy,the industry structure has changed rapidly.The existing brand marketing strategy of XC education and training company has been unable to effectively cope with it.How to build a high quality brand on the basis of the quality products and services of the company,and take effective brand marketing strategy to improve the competitive advantage of the company has become an important problem to be solved urgently in the management layer of XC education and training company.Based on this background,this paper takes the optimization of the XC education and training company as the research object.After integrating the internal news of the related companies and collating the relevant research results at home and abroad as the theoretical basis,this paper further analyzes the macro environment and industry ring of the development of the XC education and training company through the model,the five force model and the SWOT model.Environment and micro environment,and analyze the brand marketing strategy of the company from three aspects,brand positioning,design and promotion.The research finds that the shortcomings of the current brand marketing strategy of XC education and training company mainly lie in the three reasons,such as insufficient advertising investment,no improvement in channel management and single pricing model.On this basis,with the help of the related theory of brand management,this paper puts forward some suggestions for the XC education and training company to improve the existing brand marketing strategy from five aspects:brand culture,brand word of mouth,brand public relations,brand extension and brand service.In order to help XC education and training companies form their own brand advantages,they will stand out in the fierce competition.