Research On Brand Building Strategy Of Cangzhou H Training School Under The "Double Reduction" Policy

At present,education and training institutions are an important part of students’ and parents’ daily life,and some negative phenomena have appeared in the process of improving students’ grades.For example,some schools have some problems such as false propaganda and exaggerated training effect,and in actual operation,there are some problems such as students’ fee refund and capitalization operation.These measures have seriously deteriorated the education ecology and destroyed the living environment of education and training institutions.In 2021,"Opinions on Further Reducing Students’ Homework Burden and Off-campus Training Burden in Compulsory Education" was issued,which started the comprehensive supervision of off-campus training behavior.For discipline education and training institutions,the implementation of the "double reduction" policy has undoubtedly brought a huge impact,and the impact of the policy makes them think about the future direction.Driven by the demand of education,discipline training institutions outside the school need to gradually transform their business.However,the institution originally centered on discipline training has suddenly changed its course,and it will face a brand-new and unfamiliar market.In order to survive in the current market environment,it is urgent to reshape the educational brand.Taking Cangzhou H Training School as an example,this thesis explores the branding strategy of for-profit education and training institutions under the current "double reduction" policy from the perspective of differentiation strategy,adopting theories and methods such as market segmentation and branding,combining the current situation of for-profit education and training industry in China and the background of the implementation of the national double reduction policy.By using Porter’s five forces analysis model,SWOT analysis and questionnaire method,this thesis analyzes the for-profit education and training industry and the present situation of the school,points out some problems in its development,and then puts forward brand-building strategies that are suitable for the long-term development of the school: reasonably positioning the education brand,setting a scientific and reasonable brand strategy,broadening the communication channels of the education brand,and strengthening the scientific maintenance of the education brand.This thesis discusses the necessity and feasibility of brand building of for-profit education and training institutions under the current background,and provides a research plan for brand building of for-profit education and training institutions under the "double reduction" policy,and provides reasonable ideas for enriching the development of for-profit education and training institutions in the field of brand building.