Research On Brand Development Strategy Of Private Schools In Taizhou

Taizhou has been paying close attention to the development of education.In recent years,the local government and relevant social departments jointly promote the development of private education.This paper explores three typical private schools in Taizhou.Scholar Chen Li once analyzed the brand building program,pointing out that Minxing,Taiwai and Li Cai respectively mold the school brand through characteristic strategy,senior club strategy and chief strategy,so the brand building program of the three schools is comparable.In the long-term and effective development of schools,brand building plays a key role.Based on the summary of domestic and foreign research on brand development strategy,this paper analyzes the development of brand research and the introduction of brand economics,brand quality theory and employer brand theory.Make full use of these theories as the guiding theories of this study,and use questionnaire survey method to investigate the status quo of brand construction in three typical private schools in Taizhou.At last this paper puts forwards a strategic move to promote the development of private schools in Taizhou.This article is divided into six chapters.The first chapter is the study of the problem.The second chapter is the theoretical basis of the study.This paper studies the Taizhou private school brand development strategy from the perspective of brand economy,brand quality and employer brand theory.The third chapter is an investigation of the status of Taizhou three typical private schools brand construction.This paper expounds the connotation of the brand of Mingxin,Taiwai and Licai three schools,and makes a questionnaire survey on the brand of employers inside and outside the three schools,analyzing the key factors in the brand quality of private schools.The fourth chapter is about the interpretation of the new law and new policy for private schools and its impact on the brand development of private schools,and comprehensively interprets the new law and new policy for private schools.It points out the influence of the new law and the new policy on the brand development of private schools.In the fifth chapter,this paper puts forward the strategic measures to promote the brand development of private schools in Taizhou,and puts forward the specific measures of strategic planning,strategic construction,strategic communication and strategic innovation.Chapter 6 is about combing and integrating the research results.