The Research On The Brand Strategy Of Qian Xin Education Ltd

Qian Xin Education Consulting Co., Ltd., adhering to the company's business philosophy, has obtained a reliable position among customers after years of management, However, with the development of the industry, brand competition among firms who want to grab market share more is heating up. That how to build an attractive brand and obtain competiveness in an almost totally competitive market environment is critical for the constitute. This thesis focuses on the company's brand strategy based on the background stated above.On the basis of literature review, the thesis analyzed the development environment and brand building situation of the constitute, completed brand repositioning, and also developed strategy optimization and measures for strategies implementation. The thesis, firstly, analyzed various factors of the macroscopic and microcosmic environment using PEST analysis and Porter's five forces model, as well as current development situation of the constitute, found out the problems of brand positioning and brand strategy. Then, it used the STP theory to segment market, selected the education training market of primary and middle students, and determined the differentiation of brand positioning. At last, in accordance with the 7Ps theory, the brand strategy on product, price, place, promotion, people, physical evidence, process was designed, and also took measures on organization, resources, culture to ensure the effective implementation.As a result of the thesis, brand was repositioned, an optimized scheme and it's security measures were obtained, has very important directive significance to promote brand popularity and enhance the core competitiveness for the constitute, which can also be used as reference for the brand strategy of other same kind of constitutes.