Research On The Brand Marketing Strategy Of AB Education And Training Institutions

With the rapid development of my country’s market economy,the demand for education in economic development has gradually increased,the technology output ratio brought by education has gradually increased,and the development of the related private education and training industry has accelerated.With the rapid development and continuous increase of education and training institutions,competition among many educational institutions is also intensifying.Brand marketing strategy plays an important role in helping education and training institutions to continuously improve internal management and highlight their own brand superiority,but conventional brand marketing strategy has been difficult to meet the modern development situation,establishing a set of scientific and operable brand marketing strategy has been It has become a major issue that all educational and training institutions need urgently.Based on the above research background,this paper takes the AB education and training institution as an example,and proposes an optimization plan for the brand marketing strategy of the education and training institution,in order to continuously improve the competitive advantage of the education and training institution.The research work of this paper is mainly carried out from the following four aspects.First,while domestic and foreign researchers are analyzing the theory of brand marketing strategy,they take literature inquiry and case study as the core research methods,and conduct analysis based on the relevant theories of branding,educational branding and brand marketing;secondly,using AB education training Institutions are the research objects,sort out the basic situation and products of AB education and training institutions,and use the PEST research method to discuss the macro environment of AB education and training institutions’ brand marketing;finally,combined with the current situation and questionnaire survey,summarize the current stage of AB education and training institutions Problems with the brand marketing strategy used.Through the research,it is concluded that there are four problems in the brand marketing strategy of AB education and training institutions,namely,neglecting the optimal management of the brand,inaccurate brand positioning,single brand promotion method and lack of all-round brand protection.On this basis,it is analyzed that the reasons for these problems are that the relevant system construction is not perfect,the brand target market is not considered properly,the brand building and publicity methods are lack of scientificity,and the investment in the construction of brand marketing talents is insufficient.Finally,based on the analysis of the problems and causes,the optimization countermeasures of the brand marketing strategy are given from the four areas of brand positioning,brand development,brand promotion and brand maintenance,aiming to assist AB education and training institutions to build their own brand superiority.win the market competition.