Research On The Marketing Strategy Of Beijing Y Company's International Kindergarten Brand

In recent years,with the gradual improvement of the market economic system and the improvement and adjustment of national policies,the rapid development of early childhood education in China,all kinds of kindergartens springing up,early childhood education gradually marketization,followed by fierce market competition,in addition,China's second child policy is fully open to the outside world,the consumption level of the new generation of parents in China is constantly upgrading.There are more and more middle class and high net worth groups,and the requirements for the quality of education are becoming higher and higher.Therefore,international kindergartens emerge as the times require.These"international kindergartens",which advocate the level of international standards,have entered China's first-tier cities with the help of various types of"international"kindergartens with high-end positioning strategies,opening up the curtain of kindergarten market competition,through the power of capital and technology to open up a new market share after the upgrading of consumption.If the international kindergarten wants to survive and develop in the market economy environment,it must firmly establish the brand consciousness and brand management idea,which also becomes the inevitable choice for the kindergarten to enhance the core competitiveness.Therefore,there is an urgent need to study the international kindergarten brand marketing,explore the international kindergarten brand marketing strategy,and promote the formalization,health and accuracy of China's international Kindergarten project development.Taking the international kindergarten of Beijing Y Company as the research object,In this paper,Y company's International Kindergarten brand marketing is studied in depth.In this process,we rely on literature analysis,case study,system research and other commonly used academic research methods.Firstly,based on the evolution of brand marketing theory,combined with the market performance of Y company in contemporary consumption upgrading,this paper analyses the current situation and existing problems of Y company's International Kindergarten brand marketing.Then,it analyses the macro and micro environment of Y company's International Kindergarten brand marketing,and explores the operation mode of kindergarten industry under the background of consumption upgrading and the elimination of user market demand.Fee trend.Second,through questionnaire survey,field visits and in-depth interviews to carry out a full range of research,in order to accurately understand the current development of Y company's brand marketing strategy and existing problems,grasp the background of consumer upgrading market trends.Therefore,considering Y company's existing experience,the developed market and its available strategic resources,as well as the future direction of transformation and the data status of the existing consumer upgrading market,the company's International Kindergarten brand is positioned as an international kindergarten brand in the New North District,which is both inclusive.Last,combining the market research results and the development trend of domestic and foreign industries,this paper constructs the scheme of brand marketing Strategy system of Beijing Y Company International Kindergarten,and puts forward the innovative development ideas and practical suggestions of differentiation,diversification,diversification and speciality.For Beijing Y Company International Kindergarten future brand marketing work to provide reference,but also for the International kindergarten brand market development to provide a reasonable and feasible marketing strategy program reference.