Study On The Influencing Factors And Promotion Of Brand Image Of MS Private Training Institutions

The popularity of Tianjin Public examination has prompted a large number of public examination training institutions to bloom everywhere,and all use a variety of publicity gimmicks to attract examinees,which means that the current market competition engaged in non-academic education is becoming more and more fierce.Then,in this context,in the face of such a fierce competitive environment,how should major training institutions make use of their own professionalism to shape a stronger brand effect,and then improve brand competitiveness and influence.Attracting more customers has become the primary problem that major training institutions must face.This paper takes Tianjin MS public examination training institution as an example,adopts questionnaire survey,literature research method,empirical analysis method,interview research method and case analysis.The main contents of the research include the summary and collation of the existing research results at home and abroad,the related concepts and theoretical basis of brand image,the results of the influencing factors of Tianjin MS public examination training brand image,the present situation and existing problems of brand image,and the countermeasures and suggestions to enhance the brand image.First,brand positioning,value,communication,planning,maintenance and other five factors have a significant positive impact on brand image,standardization impact path coefficients are 0.194,0.317,0.133,0.36,0.224.Therefore,it is necessary to start with these five factors to enhance their brand image as a whole,and then enhance the competitiveness of the organization.Second,the problems and suggestions on the brand image of MS public examination are as follows: first,the brand differentiation orientation of MS public examination is lack of outstanding representativeness.MS public examination should carry out differentiated brand positioning and establish the teaching idea of "creating the best public examination training".Second,the MS public examination brand core value guidance is insufficient,failed to reflect the spirit and charm of the brand,it is necessary to guide employees to strengthen the core value of the brand,improve the quality of running schools,and meet consumers.Third,the internal and external communication channels of MS public examination are narrow,so it is necessary to strengthen the construction of brand internal and external communication channels and establish an efficient public relations communication strategy.Fourth,brand development The plan is not clear,should pay attention to the brand development plan.Fifth,brand maintenance and management pay less attention to the lack of professional brand management team,we should pay attention to brand maintenance,so that it has long-term competitiveness.