A Study On The Private Primary Schools Of Brand Building In China

Brand as a kind of soft power which can produce huge economic benefit and social benefit. With the deepening of economic globalization, the impact of brand in the market competition has become increasingly significant. Since 2004, the State Council issued the 2003-2007 education and revitalization plan of action for the first time in the implementation of China’s brand strategy, brand building that in the field of education has gradually extended. Quality education brand is like a power tool in the competition within private school. The brand building in private primary school, is the inevitable choice to improve the competitiveness of the new situation. Private primary schools should give full play to their autonomy creating an advantage of the educational brand, and to meet the diverse needs of education. At present, under the impetus of the big trend, a number of private schools with distinctive features of running school and high quality education have emerged. However, the private primary school brand building coverage is narrow now, on the one hand, due to the lack of awareness of many school brand building awareness, on the other hand, there is not existed a set of way to establish brand building. So the purpose of this study is how to carry out the brand building effectively, and try to figure out what the implementation of the basic path is.First, this paper expounds the necessity of private elementary school brand construction in China, analyzes the present situation of our private elementary school development and brand construction, mining the main problems of private elementary school brand construction and the reasons. Then, put forward the basic path of private elementary school brand construction, mainly divided into five stages:the early stage of the brand diagnosis, brand positioning, brand image design, brand communication, brand maintenance and upgrade. Then the paper selects the Guangzhou panyu district primary school as A case study object, through the on-the-spot investigation method, obtains adequate first-hand information, panorama shows the brand construction process of A primary school. Then, summarizes the differences before and after the school brand construction, the results and the reasons, and to do comprehensive review of the school brand construction. Finally, carries on the summary and the reflection of this article, the following conclusion is:brand construction consciousness is very important to primary school. In the process of brand building, schools should have overall planning, through a system of brand building to improve the school’s competitive advantage and brand influence.