Research On The Brand Construction Of Yunnan AIS Training School

In recent years,the state has increased its support for education,and gradually formed a social environment to attach importance to education.Private vocational education is facing great development opportunities.At the twenty-fourth session of the standing committee of the twelfth National People's Congress,the decision on amending the law on promotion of private education of the People's Republic of China was deliberated and adopted,which clearly points out the specific development goals: the State implements the policy of actively encouraging,vigorously supporting,correctly guiding and managing private education according to law.In the "several opinions on encouraging social forces to set up education" issued by the State Council,the non-profit and profit-making classified management of private schools(including other private education institutions)is implemented.Among them,the non-profit private school organizers do not obtain school running income,and all the school running surplus is used for running the school.The organizers of profit-making private schools can obtain school running income,and the balance of running a school shall be distributed according to the relevant provisions of the state.Private schools enjoy the property right of legal person according to law.This undoubtedly creates opportunities for the development of private vocational training for profit.On the other hand,in today's increasingly homogeneous private vocational education,how to create its own characteristics,so that the school has a unique attraction for excellent students,while enjoying a higher reputation,so as to be able to stand out from the highly homogeneous competition is also an increasingly important topic.Therefore,Yunnan AIS training school is also faced with the problem of how to better grasp the development opportunity,strengthen the brand construction,and create its own brand.Through the theoretical review of brand building,the previous studies are integrated and sorted out.Based on the theory of brand building and school brand building,this study analyzes the practice of brand building in Yunnan AIS training school.First of all,using the method of questionnaire survey and data analysis,thispaper analyzes the current situation and problems of brand building of AIS training schools in Yunnan.Through the analysis,it is found that there are problems in brand positioning,brand building,brand communication and brand maintenance in Yunnan AIS training school.Secondly,through SWOT analysis tools,find the strengths,weaknesses,opportunities and threats of the brand building of Yunnan AIS training school.Finally,through the analysis of targeted solutions to help yunnan AIS training school brand building,the specific measures are as follows: according to STP analysis,determine the school brand positioning strategy;brand building to improve the quality of teaching,strengthen the construction of campus culture,improve the quality of students and update the school motto;brand communication to expand communication channels,improve the strength and end of advertising Good marketing strategy and strengthen official propaganda by new media;brand maintenance,improve the campus management system,strengthen crisis management and improve oversight of service quality.