Research On Brand-building Strategy Of Private Preschool Education Training Institutions

From a separate second child to fully open two-child policy,the social demand for pre-school education industry has greatly increased.In addition to traditional kindergarten,the spread of western educational concepts and the increasing emphasis on education have brought new opportunities for the development of private preschool education and training institutions.In such a market situation,the training of preschool education is developing rapidly,increasingly fierce competition in the industry,but the extent of regulation and social image is not satisfactory.Therefore,it is very important to realize the standardized management and circular development of educational institutions through brand-building.In this paper,J early childhood institutions as the object of a case study,questionnaires for parents groups,interviews with managers of research to the effect of satisfaction and parents for the evaluation of brand building,the construction of early childhood institutions have research status J Brand,and effects satisfaction.At the same time,according to the management of other private preschool education training institutions,this paper analyzes the characteristics and brand construction of two kinds of private preschool education training institutions,and puts forward corresponding countermeasures and suggestions.The full text is divided into six parts,the first part expounds the research background and significance,domestic and foreign research review,core concepts and research ideas and methods.The second part is the theoretical basis and analytical framework of the study,including educational services marketing theory,CIS image recognition system and organizations cultural theory,and constructing a private analytical framework for the study of pre-school education and training institutions to provide the full text of theoretical support.In the third part,J early education institutions as a case study,SWOT analysis,the results of the questionnaire survey of parents and the interview content analysis J brand building based on the situation of early education institutions.The Forth part is based on the interview investigation of other private preschool education training institutions,and divides into two types of large franchise organizations and small independent founding organizations,and concludes their characteristics and problems in brand building.The fifth part put forward suggestions in brand building for the two institutions respectively.The sixth part is the full text summary,deficiencies and post prospect research.This paper argues that private pre-school training needs for brand-building to achieve the healthy and orderly development of the industry in more mature brand J early education training institution-building overall satisfaction is above average,but where there are still many problems need to be improved.And throughout the industry,the level of development of the organization is quite different,large franchise chain organizations and small founder of the brand building needs should be aimed at their own characteristics,to avoid weaknesses,the demand for their own brand building strategy.