Research On The Brand Marketing Strategy Of Harbin New Oriental School

In recent years,with the rapid development of China's economy,education and training industry has entered a stage of rapid development.Due to fierce market competition,individual training and education institutions with the values of dislocation,School of incorrect thought,false advertising,and fraud occurred,in order to continue to be exposed by the media,were accused by consumers blame.Under this background,the training and education industry have a public opinion of the hitherto unknown challenge.This paper is mainly divided into three parts: the first chapter is mainly based on the discussion of our research goals and analysis of literature.We also explains the related theories,including the concept and characteristics of brand and education brand,brand and related theory education brand theory and other content,for the following lay a solid theoretical foundation;On the second chapter,we makes a review on the development of brand of New Oriental Education,at the same time,the problems in the development process are analyzed;the third chapter,aiming at the existing problems,in-depth study of the brand in the development process of New Oriental Education brand marketing strategy.Finally,a summary of this paper and points out some shortcomings,in order to other institutions of education industry brand construction put forward the beneficial reference,at the same time,also for the future of the researchers point out the further research direction.The innovation of this paper lies in: we consider education industry as a market economy,which is a new perspective to examine the conditions of the market economy.