Research On The Brand Building Of Y English Training Institution

Nowadays,the generation who firstly benefited from the nine-year compulsory education policy has been the main consumer group of the K-12 education.Not only are parents generally highly educated,but also the emphasis on children's education is gradually increasing.And then the willingness to spend on family education is stronger.The related data shows that the number of compulsory education and high school students will reach 165 million and 47 million respectively in 2020.The storage of population is very huge.In addition,with the demographic dividend,such as two children policy,and the guidance of national strategic deployment,such as the Belt and Road,All of these convey the new direction of the development of English training industry in China – the demand for children's English education is strong,and the Enlightenment education of English for the whole society tends to be younger than before.The above factors lead to the fact that the number of investors in the English education industry is increasing,and the market demand for English training is still enormous.Only in Shi Jiazhuang,the small and medium-sized English training institutions with different styles emerge in the market at a certain speed every year,trying to occupy a certain market share,but few of them form local brands.Y English training institution realizes that they must focus on brand building in order to survive,compete for a huge English training market and finally gain wide recognition from consumers in the same competitive environment.Because the brand represents the core competitiveness of an enterprise,and stands for the outstanding quality.This dissertation,combining brand theory and education brand and other related theories and insights,refining theoretical essences and successful practical experience,researches on the matter of brand building of Y English training institution by using the methods of literature research,analysis and questionnaire survey in order to strive to solve the problem of how to build brand as a new small and medium-sized training institution.Firstly,this dissertation summarizes the environmental factors of industry background in English training market,then introduces Y English training institution,and analyzes the necessity of brand building under the current macroscopical background.On the basis of the above analysis,the market orientation of Y English training institution is carried out.After making the brand positioning of the organization clear,this dissertation studies the mind of brand,appearance of brand,design,teaching staff,curriculum system and brand promotion of Y English training organization.Finally,in order to ensure the smooth development of the brand construction of Y English training institution,this dissertation puts forward safeguard measures for the normal implementation of the brand construction from the aspects of brand awareness of employees,promotion methods and other brand maintenance management,which helps to enhance the market competitiveness of Y English training institution and promote their healthy and sustainable development.This dissertation makes a valuable feasibility study on the brand building of the new small and medium-sized English training institutions.The relevant conclusions are not only beneficial to the brand building of Y English training institution,but also provide some guidance for the brand building of similar enterprises.