Study On The Brand Positioning Strategy Of Private Middle Schools In Yangjiang City

In order to meet the demand of education consumers for high-quality and diversified education,private education has made great progress with the support of national policies.However,the vigorous development of private education does exist a lot of educational chaos,which can not be ignored,and need to be further standardized and optimized.In the highly competitive education market,the competition between private schools is,in the final analysis,the competition between school brands.However,there are still many brand positioning mistakes in the brand management of many private middle schools.As a member of Yangjiang private middle schools,I hope to have an in-depth understanding of the problems faced by the brand positioning of private middle schools,explore relevant countermeasures,and put forward this research topic.Under the guidance of brand positioning theory and brand value theory,this study takes GY middle school in Yangjiang city as an example and focuses on the brand positioning strategy of private middle schools in Yangjiang city.Literature review,questionnaire and SWOT analysis were used as research methods.In this study,the core concepts and basic theories related to domestic and foreign education management,school brand positioning and private middle schools were reviewed by literature method,and policy documents related to classified private education were collected to sort out and analyze relevant data and information of GY middle school in Yangjiang city.The questionnaire method is adopted in the campus crowd(parents,students and teachers),and the crowd outside two kinds big four people as the research object,from the school brand cognition,brand localization and internalization,schools brand positioning performance of three dimension Yangjiang GY middle school's brand positioning of investigating and analyzing the status quo,explore the achievements of the school brand positioning as well as the existing problems,and to trace the problem of attribution.Using the SWOT analysis method to the case school——Yangjiang GY middle school's internal advantage,internal weaknesses,external opportunities and external threats specific detailed analysis,more detailed comprehensively grasp the Yangjiang GY middle school internal factors and external environment,and then combined with attribution for Yangjiang GY secondary school brand positioning existing problems put forward the corresponding policy suggestions.This study takes the GY middle school in Yangjiang city as an example,and analyzes the brand positioning of private middle schools in Yangjiang city by analyzing the current situation of the brand positioning of GY middle school in Yangjiang city.After a comprehensive analysis of the education market environment in Yangjiang,five strategies aims at Yangjiang brand positioning: private middle school students positioning strategy and the orientation of quality strategy,characteristic and the orientation of cultural strategy and affective strategy.This study promotes the school brand positioning of Yangjiang which run by the local high school to provide certain theoretical basis and practical path,and help Yangjiang private middle school's development and progress.