A Study On Problemes And Strategies Of Brand Management In Exemlary Senior Middle Schools

Nowadays,we are living in a brand-oriented society.The development of education market and diversified education channels contribute a fierce competition among education institutions.While more tough competition exits in high school education brands for their significance in college entrance examination---the last one in elementary education stage.This is can be explained by the public's passionate pursuit of brand schools.Exemplary senior high schools have their own strengths in advanced equipment and resources.However,the public's high demand for education brand will be met and more social benefits will be generated if these schools can insist on their own brand designing,developing and expanding,to keep pace with the times.Researches on Entrepreneur management in foreign countries can be dated back to the 1930 s.While in China,studies on education brand management theories and practice,starting from the 1990 s,has been developed on the basis of foreign researches on Entrepreneur management.Chinese scholars tend to select universities,private vocational colleges and training institutions as subjects to explore education brand management,from the perspective of economy.Few researches on state-owned education brand makes it a big challenge for my study.In terms of interior atmosphere,there is significant difference between exemplary senior high schools and other institutions,due to the difference of the nature of education and the different stages.Besides,the unbalanced allocation of resources brings other problems and challenges to the brand management of the exemplary senior high schools.This paper will make statement on this issue from the perspective of management,which is expected to enrich management theories to inspire school managers.This paper will employ documentary method,investigation method,finding what are the problems,trying to analyzing them and exploring solutions.The structure is:The first part is an introduction.Theories and significance about the brand management of exemplary senior high schools will be pointed out,with the historical background taken into consideration.What's more,on the basis of literature review on the issue,the author will decide the definition and the research methodology.The second part,supported by the brand management theories,the author will explore researches of other specialists and scholars,and the characteristics of exemplary senior schools.By doing these,the author will present his deeply thoughts and point out the characteristics,elements,procedures and strategies of the brand management.Next,the author will probe into the problems that we have in brand management and analyse the reasons.At the same time,problems in brand management,and the reasons will also be summarized and sorted out after field researches.Last comes the strategies and solutions of the issue.Effective strategies and measures will be presented out according to brand management systems in Qian'an No.3 Middle School.