Research On The Brand Construction Of Hanpu Vocational Training School In Hebei Province

Hebei Hanpu Vocational Training School is one of several well-known vocational training schools in Hebei Province.Driven by macro policies,Hebei Hanpu Vocational Training School has ushered in an opportunity for development.In the highly competitive vocational training market,the "Hampo" brand already has a certain degree of brand recognition.In recent years,the source of students and teachers of Hampo Vocational Training School have been improved.However,in the process of development,the problems existing in Hamp Vocational Training School are still significant.This paper looks at vocational training schools from the perspective of enterprises,integrates the concepts of school construction and enterprise development,and explores the similarities and differences between school brand construction and enterprise brand construction theories.Through the questionnaire survey to understand and analyze the current situation of Hebei Hanpu Vocational Training School in terms of brand building.Find out the existing problems through the analysis of the survey results of the trainees and teachers,and put forward scientific and effective solutions and solutions for these problems.Judging from the survey data,as a vocational training institution that has not been established for a long time,Hamp Vocational Training School is operating well.Brand building has also achieved certain results.However,under the impact of more and more vocational training institutions entering the market,consumers’ loyalty to the Hamp brand is not high.In the brand building of Hanpu Vocational Training School,there are still problems such as unclear brand positioning,imperfect brand management team building,poor awareness of brand maintenance,and low utilization rate of the Internet for brand communication.In response to these problems,this paper puts forward corresponding countermeasures and suggestions.Firstly,the brand positioning of Hamp Vocational Training School was carried out.Market segmentation and target market selection through occupation,geographical location,and training needs,and finally the target market of Hamp Vocational Training School is selected as social incumbents in provincial capital cities and college students in prefecture-level cities in provincial capital cities.It is recommended that the training programs mainly focus on human resource specialists and psychological consultants.It is recommended that Hamp Vocational Training School replace "Hamp Qualification Training" as the brand name,and it should not be changed frequently.It is necessary to ensure the stability of the brand name and facilitate brand promotion.And from the brand products,prices and other aspects of positioning.Obtained the positioning result of the "Hanpu" brand: to build a leading vocational training school in Hebei Province for professional qualification certificate training.At the same time,in order to solve the problems existing in the brand building process of Hanpu Vocational Training School,this paper proposes the following strategies: first,to accurately locate the brand products and enhance the influence of the Hanpu brand;second,to establish a brand management team to improve the Hanpu brand Management ability;third,set up special personnel and special posts to enhance the awareness of Hanpu brand maintenance;fourth,use Internet technology to accelerate the efficiency of Hanpu brand communication.