In the theory of brand life cycle, there are three stages of brand:entry, growth, maturity and decline. In the initial stage of establishing abrand, the postgraduate entrance examination institution paid a huge cost ofhuman and material resources. When the brand has a little popularity, there islittle investment in continuing to expand the popularity, and there is a lackof continuous investment. At present, the brand of the postgraduate entranceexamination institution is in the growing period. Maintaining the brand popularity,making it not decline, even more brilliant needs to carry on the brandoperation. Brand marketing needs both internal and external innovation of thebrand [1], combining the four elements of marketing products, prices, channels andservices, and achieving brand maintenance through advertising monitoring,word-of-mouth marketing, user management and other ways. Promote the brandimage, increase the brand awareness, and realize the continuous brilliance ofthe brand. This paper analyzes the problems and causes in the brandconstruction of postgraduate entrance examination, and puts forwardcorresponding solutions. This paper analyzes the problems and causes in theprocess of building the brand, and finds out the rules and ways to build andmaintain the brand of education and training institutions.
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