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摘 要
自改革开放至今，民办小学教育在我国取得了令人瞩目的发展, 目前它已
成为高等教育市场里不可忽略的一股强劲的新生力量。事实上它的积极作用彰
显在人们日常的生活的各个方面：它对推进教育体制的改革、促进高等教育的
大众化进程以及满足广大人民群众在社会精神文化需求等方面,均起到了较好
的作用。此外，它还能较好地弥补因政府教育财政不足而引发的受教育不均的
问题。经历六十多年的发展，近年来我国民办小学已逐步实现了由内涵化纵向
拓展取代规模化横向扩张的发展模式。但在看到这一可喜进步的同时我们也应
保持清醒的头脑，因为发展总是任重道远，困难和问题总是如影随形——社会
的认可度、市场的竞争力等都是制约民办小学的发展壮大的重要因素。而目前
民办小学要改变这一窘境唯有强化自身的品牌建设意识，树立提高核心竞争力
的战略意识, 在合理争取社会资源的同时增强自身的教学创新能力，优化师资
力量，在变革中求进步。

本文将抓住将企业竞争中的品牌意识引入到高等教育这一核心,通过对中
华小学书香门第分校这一具体案例的剖析, 阐明该小学在品牌建设中的经验与
不足, 并由此管中窥豹探索总结民办小学在品牌建设过程中的思路。同时也对
教育培训行业的内部条件与外部环境进行了综合的分析和评估，用 SWOT 分析法
客观地总结了我国民办小学发展壮大所面临的优势、劣势、机遇与挑战，系统
且深入地研究了民办小学的品牌发展的战略，并对其发展壮大提出了有效的建
议, 以期对其品牌建设、可持续发展等方面产生有效的借鉴意义。

关键词：民办教育；品牌发展战略；中华小学书香门第分校

Abstract
Since reform and opening , China's private higher education has made great
progress , is active in the higher education market, the new generation of power. It is
for the government to make up for lack of financial education , and promote the
process of popularization of higher education , to promote education reform, to meet
people and social needs , etc., have played a positive role . Today, China 's large-scale
expansion of private universities from content development to change , but they are in
the process of development still faces many difficulties and problems. Such as social
recognition of private universities is low , the market is competitive enough , have
seriously affected the development and expansion of private universities . The reason
is that private colleges are brand building deficiencies. Therefore, how to strengthen
brand building private colleges , private colleges and universities to improve the core
competitiveness of private colleges and universities to achieve leapfrog development ,
has become the private higher education sector and education providers urgent need
to address the real problem.
This article will penetrate into the company's brand philosophy field of
education, for the China branch elementary scholarly research situation , analyze ,
summarize and summary and analysis to the case , noting that China primary
scholarly campuses in the brand building process problems extract private
Universities brand building ideas. But also on the training industry 's external
environment and internal conditions of a comprehensive analysis and evaluation ,
with a SWOT analysis summarizes the private primary school will encounter external
opportunities, challenges and internal strengths , weaknesses, of private brand
development strategy for primary schools a systematic and in-depth research . Thus ,
systematically expounded private colleges brand building strategies and
recommendations to build on the brand as well as private colleges private universities
to provide reference for sustainable development .
Keywords: private education ; brand development strategy ; China Branch
Elementary School Scholars