在生源减少、教育资源增加的前提下，教育买方市场逐渐形成，学校的生存和发展必须直面教育消费者。从家长视角研究学校品牌，可以突出学校特色和办学理念，建立品牌形象，帮助学校品牌的发展准确定位，提高社会公众及家长的认可度，提升学校办学品质。 本研究采用定量研究，运用问卷调查法，采用自编的《基本情况调查表》和《小学生家长的学校品牌认知调查表》。使用SPSS17.0软件统计分析。 通过对北京市6所公立小学一、三、五年级1049位学生家长进行问卷调查，分析小学生家长的学校品牌认知的基本情况及其影响因素，得到结论如下： 1、《小学生家长的学校品牌认知调查表》具有良好的信度和效度。 2、小学生家长的学校品牌认知处于中等以上水平。 3、对小学生家长学校品牌知名度产生影响的因素从大到小依次为家长学历、学生所在年级、学生学习成绩、家长月收入、家长在京工作生活年限、家长年龄、家长职业、家长性别；对小学生家长学校品牌美誉度产生影响的因素从大到小依次为家长在京工作生活年限、家长学历、学生年级、家长性别、家长职业、家长月收入、学生学习成绩、家长年龄；对小学生家长学校品牌忠诚度产生影响的因素从大到小依次为学生年级、家长月收入、家长在京工作生活年限、学生学习成绩、家长学历、家长职业、家长性别、家长年龄。 4、学校品牌知名度、美誉度、忠诚度三者之间存在较高水平的相关性，其中学校品牌美誉度对忠诚度的影响远高于知名度。 针对研究结果，对学校的管理提出如下建议：塑造学校品牌形象；学校实施全面质量管理；发挥名校长、名师效应；教师提高服务意识；建立教师科学评价体系；增进家校沟通；重视培养特长生。

Under the background of decreasing student sources and increasing educational resources, educational buyers’ market has gradually been established. The survival and development of school must face the educational consumers. The research on the brand of a school from the perspective of the guardians of children can highlight the characteristics and educational philosophy of the school, build its brand image, help the development and accurate positioning of its school brand, improve its recognition of the public and guardians as well as enhance its educational quality. This study adopts quantitative study, using questionnaire method, using self-designed Basic Situation Questionnaire and Pupils’ Parents’ School Brand Recognition Questionnaire and using SPSS17.0 software to do statistical analysis. The questionnaire has been carried out among 1049 pupils’ parents of grade one, three and five from 6 public elementary schools in Beijing. Analyzing the basic condition and influence factors of those parents’ school brand recognition, then gets the conclusion as follows: 1. Pupils’ Parents’ School Brand Recognition Questionnaire has good reliability and validity. 2. The recognition ability of parents’ school brand is above the medium level. 3. The impact factors for the Pupils’ Parents’ School Brand Reputation from high to low are parents’ educational backgrounds, child’s grade, child’s scores, parents’ monthly income, parents’ time of working and living in Beijing, parents’ age, parents’ occupation, parents’ gender. The impact factors for the Pupils’ Parents’ School Brand Favorite from high to low are parents’ working and living years in Beijing, parents’ educational backgrounds, child’s grade, parents’ gender, parents’ occupation, parents’ monthly income, child’s scores, parents’ age. The impact factors for the Pupils’ Parents’ School Brand Loyalty from high to low are child’s grade, parents’ monthly income, parents’ working and living years in Beijing, child’s scores, parents’ educational backgrounds, parents’ occupation, parents’ gender, parents’ age. 4. The school brand reputation, favorite, and loyalty are in higher levels of correlation, in which the impact factors of school brand favorite for loyalty is much higher than that of reputation. According to the research results, suggestions to the school management are as follows: shaping school brand image; school implementation of comprehensive quality management; playing famous headmaster and teacher effects; teachers improving service consciousness; establishing teachers’ scientific evaluation system; Improving families and school communication; and attaching importance to train students who have specialties.