Zhengzhou CZ Education Group Research On Brand Positioning Strategy

With the continuous reform of basic education in our country,people's education consumption consciousness has undergone significant changes,and primary and secondary education and training institutions have ushered in great development opportunities.However,a series of problems are hidden behind the rapid development,such as the low industrial concentration of education and training institutions,uneven service quality,average industry reputation,serious homogenous competition,and weak brand competitiveness..In order to build an advantageous brand with strong competitiveness,education and training institutions must select an accurate target market and carry out accurate positioning to achieve sustainable development of the enterprise.In accordance with the research ideas of proposing,analyzing and solving problems,this paper takes the brand positioning of Zhengzhou CZ Education Group as the research object.It sorts out related literatures such as brand positioning theory and brand communication theory,and uses literature research,questionnaire surveys and interviews.Theoretical model analysis and other methods,firstly analyze the problems in the brand positioning of Zhengzhou CZ Education Group,and analyze the reasons for the brand positioning problems of Zhengzhou CZ Education Group;secondly,analyze the goals and principles of Zhengzhou CZ Education Group's brand positioning;thirdly,according to the previous theory The specific strategy of Zhengzhou CZ Education Group's brand positioning is proposed from the three stages of "positioning-position selection-in place";finally,this article proposes corresponding measures to ensure the implementation of brand positioning in terms of resources,organization and corporate culture.Through the research of this article,we can see that the problem of Zhengzhou CZ Education Group's brand positioning lies in its unclear brand positioning,poor systemic and visual communication,and no sound brand management system.Based on the diamond theory model and industry market environment analysis,this paper will introduce Zhengzhou CZ Education Group The target consumer is set as the student group from the third grade ofelementary school to the third grade of high school,and proposes the brand positioning strategy of the group from the attribute positioning,interest positioning and value positioning,and proposes the implementation of safeguard measures from the aspects of organization,capital resources and corporate culture.