FT Education Group Brand Diagnosis Research

In recent years,the education industry,as a livelihood industry,has occupied a large part in people’s life and consumption,and is also the hope of the country’s future development.At present,the domestic pre-school education and training market is still at the initial stage,with broad prospects for the future.After 18 years of development,FT education group is now in a period of risk.How to break through this situation,how to mold the brand image,how to improve the brand value,has become the question that the FT education group must consider.Therefore,this article aims at the FT education group as the research object,carries on the systematic diagnosis to the FT education group brand development,in order to realize the sustainable development.This article first carries on the internal and external diagnosis to the FT kindergarten affiliated to the FT education group,the internal is mainly by the qualitative interview,the external is mainly by the market survey questionnaire which the same trade competitive brand makes the contrast,this kind of quantitative research is the main line,the internal and External Union,and uses the brand conformity dissemination theory to carry on the system combing and the brand resources overall collection,the promotion brand asset.Secondly,the status quo of the FT education group and the industry status of the analysis and brand survey,found in the comparison of the brand development of FT education group deficiencies.Thirdly,according to the current development goal of FT education group,taking Aaker brand equity diagnosis model as the main line,put forward the reasonable solution to the current and future development of the brand.Finally,from the brand culture promotion,the brand image improvement,the brand strategy enhancement,the brand management implementation and so on,proposed the improvement measure and the suggestion.This diagnosis research report,has certain reference value to the FT education group’s brand development,at the same time,the research result of this paper will also provide the reference significance to other education industry brand development in this stage.