Abstract
In the theory of brand life cycle, there are three stages of brand: entry, growth, maturity and decline. In the initial stage of establishing a brand, the postgraduate entrance examination institution paid a huge cost of human and material resources. When the brand has a little popularity, there is little investment in continuing to expand the popularity, and there is a lack of continuous investment. At present, the brand of the postgraduate entrance examination institution is in the growing period. Maintaining the brand popularity, making it not decline, even more brilliant needs to carry on the brand operation. Brand marketing needs both internal and external innovation of the brand [1], combining the four elements of marketing products, prices, channels and services, and achieving brand maintenance through advertising monitoring, word-of-mouth marketing, user management and other ways. Promote the brand image, increase the brand awareness, and realize the continuous brilliance of the brand. This paper analyzes the problems and causes in the brand construction of postgraduate entrance examination, and puts forward corresponding solutions. This paper analyzes the problems and causes in the process of building the brand, and finds out the rules and ways to build and maintain the brand of education and training institutions.
Highlights
The purpose of this paper is to explore the problems in the establishment and maintenance of the brand of the postgraduate entrance examination institutions, and to explore and summarize the successful experience of the growth of the postgraduate entrance examination education brand
With the popularity of New Oriental Education Group, after entering the field of postgraduate entrance examination, Houjun raised rapidly, gaining the trust of college students, and occupying more market share; a few other postgraduate entrance examination institutions carried out financing, increased market manpower, publicity cost investment, and rapidly increased the strength of competitors, resulting in the market share of other postgraduate entrance examination institutions declining
The purpose of this paper is to study the problems, causes and countermeasures in the construction of the educational brand of the postgraduate entrance examination institutions
Summary
More and more college students choose postgraduate entrance examination. The tutoring market for postgraduate entrance examination is booming, and the tuition fees for individual students vary from 2000 - 100,000 yuan, with huge profits. The number of tutoring institutions for postgraduate entrance examination is increasing rapidly, and there are more than 10 institutions for postgraduate entrance examination in a university. The competition among various organizations is fierce, and the establishment of enterprise brand can form a huge advantage, and the strong enterprise brand is bound to occupy a larger market share in the market. The purpose of this paper is to explore the problems in the establishment and maintenance of the brand of the postgraduate entrance examination institutions, and to explore and summarize the successful experience of the growth of the postgraduate entrance examination education brand
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