Research On Brand Marketing Strategy Of RL English Training Institutions

In such a fierce market competition in the English training industry,homogenization is becoming more and more serious,and the supply and consumption of brand has become the trend.In order to consolidate its market share and expand its enterprise scale in this industry,RL English Education Institution needs to develop a set of brand marketing strategies suitable for the enterprise.With the help the brand marketing strategies,the enterprise can carry out brand management,play its competitive advantage and stand out among many English training institutions.First of all,the paper expounds the general situation,macro environment and micro environment analysis of RL English Education Institution based on the study of the brand marketing strategies.It uses PEST macro environment analysis model to analyze the macro environment from four aspects of politics,economic culture,social culture and technology,and uses 3C analysis model to analyze the micro environment from three aspects of consumers,competitors and enterprises.It is concluded that the external environment of RL English training institution is conducive to the development of the enterprise.Secondly,through the market survey of consumers and SWOT analysis of enterprise,this paper expounds the current situation of RL English brand marketing,finds out the problems existing in RL English Education Institution and analyzes the reasons.It concludes that RL English Education Institution is facing:the weak brand marketing awareness,the lack of deep understanding of the connotation of the brand,lack of accurate brand positioning The problems of single brand communication mode and random brand extension are caused by the reasons of unclear brand planning,insufficient consumer demand attention,insufficient marketing communication strength and lack of brand related theories,and unscientific brand extension.In the end,it makes the brand marketing strategy of RL English Education Institution and the guarantee measures for the implementation of the strategy.In view of the current problems of brand marketing in RL English Education Institution,this paper combined with the theory and experience of brand marketing,then designed the brand marketing strategy and provided implementation guarantee.We should build up a professional operation organization structure,a modern financial management system,strengthen the performance management and incentive mechanism,improve the professional level and quality of teachers,improve the service awareness and professional quality of marketing personnel,recruit technical personnel to open up network marketing channels,establish brand marketing strategies,implement internal capital accounts and select multi-channel financing Strong liquidity financing,etc.