Research On Brand Valuation Of Kindergarten

With the continuous development of economic globalization,the competition between brand kindergartens has become very fierce.Brand plays an important role in improving the competitiveness of kindergartens.Brand value can reflect the operating situation,market share and future development trend.Therefore,ensuring the effectiveness of brand value evaluation results and optimizing kindergarten brand management has become a major challenge in kindergarten education.This paper aims to establish brand value evaluation model based on the perspective of parents.By comparing and combing the existing research results at home and abroad,absorbing the advantages,the model is adjusted and optimized according to the current situation of the kindergarten education industry in China and the characteristics of brand development.This study uses literature method,interview method,questionnaire method,take the parents of kindergarten in Hangzhou province as the object,carry on the questionnaire survey work,analyze the present situation of kindergarten brand value evaluation in Hangzhou,use fuzzy comprehensive evaluation method,importance ranking method to establish the model,draw the following research conclusions:(1)This study drafted and compiled " attitude questionnaire of kindergarten brand value evaluation index ",the initial volume has five dimensions,after statistical collation,finally extracted four dimensions,respectively," communication power "," resource power "," influence "," development power ",the questionnaire has good reliability and effectiveness.(2)Using the questionnaire to investigate the parents of kindergarten at the provincial level in Hangzhou,all four dimensions can reflect the parents' attitude towards the evaluation of kindergarten brand value,and use the four dimensions to clarify the coefficient of parents' role.(3)Brand value evaluation is divided into three calculation processes: brand contribution rate,kindergarten acceptance rate and parent rolecoefficient.In determining kindergarten enrolment,data on kindergarten enrolment and projected enrolment over the past three years are obtained and the average of three-year enrolment is taken.When determining the brand contribution rate,the views of parents are introduced by questionnaire.obtained the influence of brand on the decision making of parents.When determining the parental action coefficient,the evaluation index system of parental action coefficient is first determined by four dimensions,and then the parents ' opinions are converted into quantifiable values by fuzzy comprehensive evaluation method.The brand value evaluation model based on parents ' perspective is based on the revision of the existing enterprise brand value evaluation model,which fully considers the characteristics of the current kindergarten education industry.Therefore,the model can be used for brand value evaluation and brand management in kindergarten education industry for reference.