The Study On Brand Building For Oversea Education Agency

All the present enterprises have already realized that owning the market is more important than owning the factory, and the important way of owning the market was own the superiority brand, brand is the most precious property of the company. Product easily obsoletes, but succeed brand will not fade, therefore, in a sense, the brand is the soul of the market. In the century of brand economy, the competition of product has become the competition of the brand. Constrcuting the brand and creating the famous brand is the consensus which the enterprise forms gradually under the market competition conditions, the peple hoped to distinguish the product and the enterprise, form brand following, and expand the market through the brand. Therefore, the brand becomes the powerful competition weapon of the enterprise. The appearance of the brand, specially the famous brand, caused a degree of users' loyalty, confidence and following. So the enterprise might formulate a relative high price buy reason of the brand, and will obtain the relative high profit.With the development of oversea education agency, education services have also refined themselves during this period. Ther customers have changed their attentions from product's price to product's brand. Nowaday, through the building of the brand has become the focus of the oversea education agency, there still have many shortcomings in the oversea education services in our country, such as inaccurate brand positioning, lack of creative brand planning and lack of brand building planning. So it is very important and has much market value for education services to cultivating and building their own brands.Firstly, in this paper, the author summarized the definition of brand, service brand and relatively. Then the author think that compared with material product, the service brand take emphasize much more on affection of product process to service. The author also think service process is the center of the service brand, and service brand is the basis of brand building in oversea education agency. Oversea education agency is one of the service enterprises, so, the brand building of oversea education agency has a very important affection to the long-term steady development of the education services agency.Secondly, based on actuality of oversea education agency in our country, the author analyzed the problems, causes and principles during the brand building in oversea education agency. This paper also studied the brand building of Beijing JJL Oversea Education Consulting & Service Company, and summarized how to build oversea education brand.Finally, the author summarized the content of the paper, and suggested the direction of the later studies.