Research On The Mechanism Of S Primary School Brand Management

With the balanced development of compulsory education,school brand has become synonymous with quality education services.How to effectively realize the establishment,maintenance and improvement of school brand has become the key to the core competitiveness of schools.However,under the background of high-quality education development and technological innovation,even a brand-name school with a certain scale finds it hard to keep the core advantages only by relying on its original resources and strength.Therefore,in order to adapt to the high-quality development as well as an open and innovative environment,this thesis,as a case study of a famous school,attempts to systematically explore the theory of school brand management and its operating mechanism so as to provide a new development pathway for other high-quality primary and middle schools to build,maintain and improve their brand.Based on the analysis of the connotation,characteristics,operating mechanism and existing problems of school brand management,this thesis takes the brand management practice of S primary school as the object and the grounded theory as the research method.Guided by the three-level coding mechanism of grounded theory,the thesis,by continuously collecting first-hand and second-hand data,has formed the initial concept,category and main category,and the core category of “The creation and progress model of S Primary School brand management”has therefore constructed.Starting from the above theoretical framework,this thesis focuses on the strategic management mechanism,organizational management mechanism and technical management mechanism of S Primary School brand management practice,and by discovering their inherent relationship characterized by complementarity,coordination and harmonization,the thesis finds that the three mechanisms above constructs the system for S primary school to acquire and develop the core competitiveness of its brand.From the main analysis perspective of brand establishment,maintenance and improvement,the thesis concludes the method system of S Primary School brand management into the following three aspects: First,the school brand-oriented strategic management is the foundation.By analyzing the conditions of brand establishment and the objectives,the advantages and development orientation of the school’s brand establishment as well as the specific model can be determined.Second,the organizational management serves as the backbone of the school brand establishment.By following the principle that sustains relationship in school and adopting a scientific training mechanism and the multiple guarantee mechanism,the organizational advantages can be translated into the comprehensive advantages of school brand establishment The third is the technical management which can remold the process of brand establishment.By rationally investing the core elements of school brand management and taking an inclusive way of transforming between the internal and external elements,the innovation output and the long-term development of the school brand can be ensuredAlthough this thesis is a case study of the school brand management model of a famous school,it does not mean that the model cannot be generalized.The thesis explores the elements and mechanisms of brand management which have important reference value to other schools.Therefore,this study can provide the theoretical and methodological support for the whole process of brand management.Also,it is of great theoretical value and practical significance to improve the operating efficiency and innovation level of brand management in our compulsory education.