Analysis Of Marketing Strategy Of "TAL" Education Brand

This paper aims to help the enterprises in the primary and secondary education industry scientifically carry out brand marketing through analyzing the brand marketing strategy of "tal" education,a well-known enterprise in the primary and secondary education industry,and through real case experience.In the market environment of primary and secondary education,the survival and development of education and training enterprises are inseparable from brand marketing.Through the formulation of brand marketing strategy and the implementation of brand marketing activities,the brand of primary and secondary education enterprises can make consumers recognize the brand of the enterprise and finally realize consumers' recognition of the brand.Therefore,brand marketing has an important impact on the development of primary and secondary education enterprises "tal" education is a well-known primary and secondary education enterprise in China.At present,it ranks first in market value.In the fierce market competition,"tal" education is successful through brand marketing,so the brand marketing of the enterprise is worthy of reference for primary and secondary education enterprises.Although "tal" education occupies a competitive advantage in the market,there are also some problems in the brand marketing of "tal" education in the fierce market competition and changing market environment,which are also commonly faced by primary and secondary education enterprises.Only by learning from the advantages of "tal" education brand marketing and avoiding common brand marketing problems can education enterprises scientifically carry out brand marketing.Firstly,this paper studies the literature on brand marketing at home and abroad to understand the relevant theoretical concepts of brand marketing and the current situation of brand marketing in the education industry.This paper studies the brand marketing strategy of "tal" education,introduces the achievements of the brand of"tal" education,expounds the brand marketing strategy adopted by "tal" education in different development stages of enterprises,and summarizes it;Secondly,it analyzes the brand marketing strategy of "tal" education,and summarizes the advantages and existing problems of the brand marketing strategy of "tal" education;Thirdly,it analyzes the market environment of "tal" education,expounds the environmental characteristics of primary and secondary education market from multiple dimensions,and uses SWOT tool to analyze the advantages,disadvantages,opportunities and threats of brand marketing in combination with strategy analysis and market environment analysis;Finally,it puts forward optimization suggestions for the brand marketing strategy of "tal" education.