Research On The Brand Management Of Zhuoyuexue Submitted To Shihezi University

Since ancient times,the Chinese nation has attached great importance to education.With the improvement of people's living standards and the parents' psychology,today's parents are willing to invest more resources in children's education.More and more children begin to receive more art,quality and discipline training from kindergarten parent-child paradise,art and sports specialty teaching,quality development education,discipline training to going out to study.In this trend,the education and training industry in small cities has also made great development.At the same time,the education complex that provides one-stop education service has also been recognized by the market,and the education complex can better meet the market demand.First of all,due to the opening of the two child policy,children of different ages in the family need to receive different types of training,as well as the increase in the number of types of training for the same child,which also makes parents' demand for diversified types of training for children increasing.Secondly,with the strengthening of the management of the off campus training institutions,the state has increased the supervision and inspection of all kinds of training institutions at all levels,and the education administrative department has banned a large number of training institutions that do not meet the conditions and norms of running schools.This leads to an increase in the demand for training in small cities such as Shihezi,while the number of training institutions is decreasing.Entering the education complex can make the training institutions that do not meet the requirements of running a school meet the basic requirements of the state,and at the same time can meet the growing diversified training needs of families.Small city education and training institutions are facing a different competitive environment from big city training institutions,which inevitably leads to brand management problems different from big city training institutions.There is no strong invasion of large brand education complex in small cities,and its brand communication mode is different from that in big cities,and the service scope of students is also different.All these differences will inevitably lead to different ways of brand management content.Based on the study of Zhuoyue,this paper puts forward some suggestions on the brand management of education and training institutions in small cities.This paper studies the current situation and existing problems of zhuoyuexue brand management through literature research,questionnaire survey and interviews with relevant personnel.And on this basis,combined with the reality of zhuoyuexue brand management,put forward the optimization strategy of zhuoyuexue brand management.According to the current situation of zhuoyuexue's brand management and the need of brand management optimization,some suggestions on the guarantee measures are given.Zhuoyuexue should strengthen brand management from the aspects of differentiated brand positioning,brand planning,brand communication channels,brand core value enhancement,brand management team building,etc.