Research On Brand Management Strategy Of H Education Group

With the deepening of the burden reduction work in primary and secondary schools,the general office of the CPC Central Committee and the State Council issued opinions on further reducing the homework burden and after-school training burden of students in the stage of compulsory education in July 2021（hereinafter referred to as"double reduction"）."Double reduction"stipulates that the existing discipline training institutions are uniformly registered as non-profit institutions.Discipline training institutions shall not be listed for financing.Capitalization operation is strictly prohibited.^[1]The introduction of this policy has a significant impact on off-campus training institutions and private education.Education and training institutions must face the transformation,re-plan the company’s business direction,optimize brand value and enhance the company’s core competitiveness to obtain survival opportunities in the changeable market environment.H Education Group is a company providing education of kindergarten and high school,and training.Since its establishment in 2012,the company has actively participated in education and training market competition.However,the current brand management of the company is challenging to meet the needs of the education and the training market.Therefore,the business has been in a stagnant stage,and the market development is complex.Covid-19,2020,the most important priority is establishing and improving the existing brand management system.Furthermore,introducing the"double reduction"policy in 2021,we must break our backs to survive and make a comprehensive transformation to quality education.Based on the thorough analysis of the current situation of brand management of H education group,this paper optimizes the brand strategy of the project.From the complete text,the research conclusions mainly include:First,summarize the theoretical basis of this article.Based on the in-depth and comprehensive analysis of the domestic and international research status of the brand management,the article combines the research needs to conduct an in-depth analysis of the related concepts,research tools and related theories of brand management.The research provides a basic theoretical basis.Second,research and investigate the problems in the brand management of education and training of H Education Group.This paper chooses the method of case analysis.In the selection of specific cases,H Education Group is selected as the research object.According to questionnaire surveys,interviews and other methods,the current situation and existing problems of the H Education Group are studied.Meanwhile,the PEST method is used.The analytical method and Porter’s five forces model further analyze the environment of the educational training market,and provide an important basis for the formulation of the next education and training brand management strategy of H Education Group.Third,optimize brand management strategies.Based on the in-depth analysis of brand management of H Education Group,this article optimizes the company’s education brand management strategy from implementing differentiated brand positioning,emphasizing brand planning,strengthening brand promotion and marketing channel construction,and strengthening customer reputation.Meanwhile,to ensure the smooth implementation of brand management strategy,it should be ensured using the following four aspects:1)increasing ideological attention2)strengthening organizational culture3)improving management structure4)solidifying financial support...