Brand Marketing Research Of K12Education And Training Institutions In Third-and Fourth-Line Cities Based On SIVA Theory

At present,the first-line education brand institutions in China's education and training industry are being saturated with the first-tier cities,and the competition is unprecedentedly fierce.In the context of the transformation of teaching methods brought by Internet technology,in order to expand the market,we are seeking for third-and fourth-tier cities.expansion.At the same time,the educational institutions that have grown up in China's thirdand fourth-tier cities are currently weak in market competitiveness.Moreover,with the government's strict supervision of off-campus training institutions and the full opening of the second-child policy,the reshuffle of the training market will be inevitable.Therefore,under the complicated market structure,how to correctly carry out brand marketing has become a major issue for education and training institutions to be considered and solved.In the process of writing,this paper draws on the theory and model of SIVA,uses literature analysis methods,case analysis methods and other research methods,and reads a large number of documents,analyzes the market environment of education and training in third-and fourth-tier cities,and analyzes the depth of cases.The analysis of brand marketing in local high-quality educational institutions in fourth-tier cities,and targeted marketing inspiration for other educational institutions.This paper first gives an overall overview of the pattern of education and training institutions in the national education and training market in the third-and fourth-tier cities.Then,it analyzes the main categories and characteristics of educational institutions in the current third-and fourth-tier cities,and from politics,economy,and The four aspects of social culture and technology analyze the overall macro environment of the current education and training market in the third and fourth tier cities.On this basis,through the case study of Maolin Education,a well-known K12 education and training institution in the third-tier cities,it provides effective inspiration for the brand marketing work of other educational institutions stationed in third-and fourth-tier cities.In short,the purpose of this thesis is to provide an objective basis and method support for educational institutions to develop brand marketing based on SIVA theory by objectively analyzing the external living environment and internal conditions of education and training institutions in third-and fourth-tier cities and taking Maolin education as a case.It can actively adjust its marketing strategy in the face of factors such as policy adjustment and external environmental changes,and exert its own advantages,overcome its own weaknesses,find market opportunities,enhance the competitiveness of institutions,and achieve brand value upgrade.