Research On Brand Remodeling Under The New Market Position Of Shanghai TV Secondary Specialized School

In recent years,with the continuous development of China's society and economy,the reform of the education system has continued to deepen,the education industry has developed rapidly,and the quality of education has been increasing.Our society has transitioned from the "new era" of reform and opening to the "new time".The progressive development of society puts forward higher requirements for the cultivation of talents.When facing up to the new demands of society and market,schools need to adapt to new market demands and educational environment as soon as possible and implement self-reform and reorientation.In the education market competition created by this "new time",the school is also facing tremendous competitive pressure,and it is of great significance to create a unique brand value of the school.Shanghai TV Secondary Specialized School is dedicated to the adult education which is more special than others in the field of China's secondary education.It is cultivated in the Shanghai area for people over the age of 16 and forms a policy complement to the nine-year compulsory education.In the course of the past 40 years of development,Shanghai TV Secondary Specialized School is mainly dedicated to providing policy-based supplementary education for adult low-education populations and special social groups in Shanghai.The school-running school is mainly policy-oriented.While providing professional teaching services,Shanghai TV Secondary Specialized School has also solved some social and livelihood issues and provided necessary support for the harmonious development of society.However,as the education level of Chinese residents is getting higher and higher,and the degree of popularization of middle and higher education is getting higher and higher,the original target of Shanghai TV Secondary Specialized Schools is decreasing year by year.While the original target population is decreasing,many private schools and training institutions are also involved in the field of adult secondary education.Shanghai TV Secondary Specialized Schools not only face the dilemma of the shank of the original market,but also need to cope with the impact of market competition.This is the main problem which Shanghai TV Secondary Specialized School is facing in its development process.The school needs to break the existing school-running model,adjust the school-running ideas,change the existing school-running concepts and market positioning,use its own advantages and characteristics to enter the market competition,and start the brand building of the school on the basis of clarifying the new market positioning,and enhance the school's market awareness and social reputation by the brand-new branding.Therefore,the school will have a place in the market competition.The object of this paper is the Shanghai TV Secondary Specialized School.This paper analyzes the two aspects of the school's market positioning and brand,and tries to make constructive comments on these two aspects.Firstly,let's discuss the problem of market positioning.After expert discussion,campus visits,market research and comprehensive analysis by using market positioning theory tools,this paper argues that the limitation of the market positioning of Shanghai TV Secondary Specialized Schools is generally reflected in the lack of market participation and market competitive experience due to long-term policy running of this school.,Its market positioning does not meet the current situation.Specifically,its product positioning is too narrow,limited to provide compensation for adult secondary education;school positioning is not appropriate,which makes it not very high in popularity despite its “national background” and good social resources;In terms of competitiveness positioning,due to the reasons of the former two,it has the natural weakness of the quality of the students and the brand competitiveness.In the end,in terms of consumer positioning,it focuses on the 16-year-old working and living in Shanghai,the matter itself does not matter,but Shanghai Electric did not give full play to its advantages.Corresponding to these four problems,this paper should take the following four methods according to the relevant theories of market positioning: product differentiation,service differentiation,personnel differentiation and image differentiation to find out their potential competitive advantages.And vigorously spread,in order to clarify their new market positioning.Based on the establishment of new market positioning,this paper analyzes the school brand of Shanghai from six aspects: teaching quality,teaching management team,school brand positioning,school culture,brand promotion and school image.The school brand culture should be shaped by improving the concept of running a school,improving the quality of running a school,and forming its own characteristics of running a school.Secondly,it should design the three systems of the school brand concept recognition system,the school brand behavior recognition system,and the school brand visual identity system to complete the design of its brand image;Thirdly,it should realize its brand value by focusing on talent training,carrying out close cooperation between schools and enterprises,making the school meet the needs of social development,and implementing unified management of distribution brands;Last but not least,it should be through various channels of communication and dissemination.Ways to broaden the path of school brand communication.