Research on Branding Construction and Channel Expansion Management of Contemporary Art Education and Training Institutions: A Grounded Analysis Based on Multiple Cases

Abstract

Against the backdrop of an increasingly saturated market in contemporary art education and training, coupled with the reshaping of the industry landscape by the "Double Reduction" policy, exploring how institutions can achieve sustainable development through scientific management strategies holds significant theoretical and practical importance. This paper aims to deeply analyze the management mechanisms and strategic synergy issues in the process of brand equity construction and channel expansion of art education institutions through qualitative research methods. Adopting a multi-case study approach and following the interpretivist paradigm, this study selects three typical art training institutions in Beijing at different developmental stages as research objects. Detailed primary data were obtained through in-depth interviews, non-participant field observations, and archival data tracking. The study finds that there are three heterogeneous paths for brand construction in art education institutions: functional, relational, and personality-based. Furthermore, there is a significant non-linear coupling relationship between the accumulation of brand equity and channel selection. Channel expansion relying solely on traffic-oriented thinking often leads to the dilution of core brand values, whereas strategic configuration based on "Brand-Channel Fit" can significantly enhance the trust cost and conversion efficiency of the parent group. This paper constructs an integrated management framework, revealing how institutions can achieve dual improvements in student quality and operational efficiency through connotative brand construction and precise channel layout under resource constraints. The research conclusions provide empirical evidence and decision-making references at the micro-level for the standardized management and high-quality development of China's art education industry.