Brand Positioning of 1. Enterprise Training Service

Brand positioning refers to determining a unique, attractive and differentiated position for one's products or services in the target market, so as to distinguish them from competitors, so as to win the recognition and preference of consumers. The brand positioning of enterprise training services should be based on the following aspects:

The core values and mission of corporate training service providers. This is the foundation and soul of brand positioning, which embodies the concept and goal of enterprise training service providers, and is also an important way to establish emotional connection and trust with consumers.

The core competencies and advantages of corporate training service providers. This is the support and guarantee of brand positioning, which reflects the advantages of enterprise training service providers over competitors in terms of professional knowledge, skills, methods and resources, and is also a key factor in attracting and retaining consumers.

Needs and trends in the corporate training services market. This is the basis and guidance of brand positioning, which reflects the understanding and insight of enterprise training service providers to the target market and target customers, and is also an important basis for adjusting and optimizing brand positioning.

Taking Shangpu Consulting Company as an example, its brand positioning is a professional, efficient and personalized enterprise training service provider with "people-oriented, effect-oriented. This brand positioning reflects that the core values of Shangpu Consulting Company are people-oriented, paying attention to the needs and development of customers and employees; its core competitiveness is to take effect as the king, providing professional, efficient and personalized training programs and implementation; its market demand is to meet the needs of enterprises in different industries, sizes and stages for professional knowledge and skills training.

2. the Brand Image of Enterprise Training Service

Brand image refers to the overall impression and feelings of consumers for a brand. The brand image of enterprise training service should conform to the following principles:

consistent with brand positioning. Brand image should reflect the brand positioning to convey the information and value, enhance brand positioning in the minds of consumers awareness and influence.

fit with the target market and target customers. The brand image should conform to the characteristics and needs of the target market and target customers, meet their expectations and preferences, and establish good relationships and interactions.

Distinguish from competitors. Brand image should highlight its own characteristics and advantages, form differentiation with competitors, and improve its popularity and reputation.

Take Shangpu Consulting Company as an example, its brand image is "professional, efficient and personalized" enterprise training service provider. This brand image is consistent with its brand positioning, highlighting the characteristics of its professional, efficient, and personalized training services; it is compatible with its target market and target customers, and meets the needs of different companies for professional knowledge and skills training; Different from competitors, it has formed its own brand recognition and brand advantages.

Brand Communication of 3. Enterprise Training Service

Brand communication refers to the transmission of brand information and value to the target market and target customers through various channels and methods, thus influencing their cognition, attitude and behavior. The brand communication of enterprise training service should follow the following strategies:

Select the appropriate channels of communication. Communication channels can be divided into traditional media (such as television, newspapers, magazines, etc.), digital media (such as websites, social media, e-mail, etc.) and word-of-mouth communication (such as customer recommend, case sharing, word-of-mouth evaluation, etc.). Enterprise training service providers should choose the most suitable communication channel according to their own brand positioning, brand image, market demand and other factors, so as to achieve the best communication effect.

Develop effective communication content. Communication content refers to the information and value to be transmitted through communication channels, including brand name, brand logo, brand slogan, brand story, etc. Enterprise training service providers should formulate the communication content that can best attract and impress the target market and target customers according to their own brand positioning, brand image, market demand and other factors, so as to improve brand awareness and reputation.

Implementation of ongoing dissemination activities. Communication activities refer to specific actions carried out through communication channels and content, including advertising, public relations activities, promotional activities, etc. Enterprise training service providers should implement continuous and targeted communication activities according to their own brand positioning, brand image, market demand and other factors, so as to enhance brand influence and loyalty.

In the case of Shangpu Consulting, its brand communication strategy is:

Select the appropriate channels of communication. Champ Consulting mainly uses digital media and word-of-mouth communication for brand communication. Digital media includes its official website, WeChat official account, Weibo account, etc. Through these platforms, Shangpu Consulting can release the latest training information, case analysis, expert opinions and other content, and interact and communicate with target markets and target customers. Word-of-mouth communication includes its customer recommend, case sharing, and word-of-mouth evaluation. Through these methods, Shangpu Consulting can demonstrate the effectiveness and value of its training services and increase its brand trust and word-of-mouth.

Develop effective communication content. The brand name of Shangpu Consulting Company is "Shangpu Consulting", and its brand logo is a graphic composed of three circles of different colors, which symbolizes professional, efficient and personalized training services; its brand slogan is "people-oriented, effect is king", reflecting its brand positioning and core values; its brand story is "Shangpu Consulting Company was established in2018It is composed of a group of experts with many years of enterprise training experience and rich industry knowledge. It is committed to providing professional, efficient and personalized training services for enterprises in different industries, different scales and different stages, helping enterprises to enhance their core competitiveness and employees' professional quality, and realizing the common development of enterprises and employees.”

Implementation of ongoing dissemination activities. Shangpu Consulting Company carries out brand communication through the following communication activities: first, regularly publish training information, case analysis, expert opinions and other contents on digital media, interact and communicate with target markets and target customers, and improve brand awareness and influence; second, actively invite customers to recommend, case sharing, word-of-mouth evaluation and other ways in word-of-mouth communication to show the effect and value of its training services, increase its brand trust and reputation; the third is to participate in or host various forums, seminars, exhibitions and other activities related to corporate training in public relations activities to demonstrate its professional knowledge and skills, and establish industry authority and leadership; The fourth is to provide different preferential policies, complimentary services, free trials and other activities for different customer groups in promotional activities to attract and retain customers, increase brand loyalty and profitability.

4. Conclusion

Enterprise training service is a kind of service that provides professional knowledge and skills training for enterprises, which aims to improve the core competitiveness of enterprises and the professional quality of employees. The brand construction and communication strategy of enterprise training service is an important factor affecting the enterprise training service market, which can help the enterprise training service provider to establish a good image, attract and retain customers, expand market share and improve profitability. From the three aspects of brand positioning, brand image and brand communication, this paper analyzes the brand construction and communication strategy of enterprise training service, and discusses the implementation method and effect of brand construction and communication strategy of enterprise training service in combination with the specific case of Shangpu Consulting Company. This paper holds that enterprise training service providers should determine a unique, attractive and differentiated brand positioning according to their own core values and mission, core competitiveness and advantages, market demand and trends, and create a brand image that conforms to their own characteristics and advantages, meets the needs of the market and customers, and distinguishes them from competitors according to their own brand positioning, target market and target customers; according to their own brand positioning, brand image, market demand and other factors, choose the most suitable communication channels, formulate the communication content that can best attract and impress the target market and target customers, and implement continuous and targeted communication activities to achieve the best Brand communication effect.