随着我国经济的发展，越来越多的家庭选择出国留学，面对庞大的市场需求，传统的以中高考为升学导向的公立学校无法满足这部分家庭的教育需求。在此背景下，以出国留学为升学导向的公私立国际化学校迎来了蓬勃发展。这类国际化学校也从最初的几十所到2022年的千余所，国际化学校行业在经过了最初的供不应求阶段后，很快进入了差异化竞争阶段。在2020年-2022年过去的三年特殊时期，国际化学校也经历了第一次学生数、学校数增长双放缓的局面，行业进入到了调整期。为了保证自身的良性发展，各个学校的举办者都在努力提升自己的竞争力。
H学校是近年成立的新兴学校，国际化学校的缩影。在其发展之初曾借助公立学校的品牌效应、发挥其雄厚国资为资方的优势、依托最初的政策优势而建立。与此同时H学校又区别于公立校进行市场化运作，外部有市场招生的市场压力，内部也需要逐年优化运营以保持竞争力。H学校从建立之初就十分重视品牌及市场宣传工作，目前已经建校7年，已经度过了最初的生存期，市场宣传也正处于从服务于招生逐步转变为打造更优质的品牌形象。
本文基于顾客浸合理论关注的5个方面以对H学校为例进行研究，通过对学校的7名中高层管理者和13名在校生家长进行访谈，对学校教职工和学校合作伙伴、学生、及潜在客户进行抽样问卷调查，调查主要了解以上品牌相关者在H学校品牌认知、品牌分享、品牌宣传、品牌社会化、品牌合作开发共建五个方面的现状，利用收到的309份抽样调查数据进行详细的分析，从而了解现状并发现现阶段H学校在品牌传播方面存在的问题。然后根据存在的问题，结合顾客浸合营销理论提出针对性优化策略和方法。因为H学校在国际化学校领域具有一定代表性，借此希望总结出一些行业可借鉴的提升品牌传播通用性方法和策略。

With the development of the Chinese economy, more and more families choose to send their children study abroad. Traditional public schools, which are oriented towards “gaokao”, cannot meet the educational needs of this group of families due to the large market demand. In this context, public and private international schools oriented towards studying abroad have ushered in vigorous development. This international school has also grown from a few dozen to nearly a thousand in 2022.  In the special period of the past three years from 2020 to 2022, international schools have also experienced the first slowdown in both the number of students and the number of schools, and entered an adjustment period. In order to ensure their own sustainable development, the organizers of each school are striving to improve their competitiveness.
H School is a new school established in recent years, a representative of international schools. At the beginning of its development, it was established with the help of the brand of public schools, the advantages of state-owned investors, and the advantages of policies. At the same time, H School is different from public schools in its market-oriented operation. Externally, there is market pressure on market enrollment, and internally, it also needs to optimize its operations year by year to maintain its competitiveness. H School has attached great importance to brand and marketing promotion since its establishment. It has been 7 years since its establishment, and has passed the initial survival period. The marketing promotion is gradually changing from serving enrollment to building a better brand.
Based on the five aspects of customer engagement theory, this paper takes H school as an example to conduct research. Through interviews with 7 middle and high-level managers and 13 parents of the school, and conduct sampling questionnaires on school staff, school partners, students, and potential customers. The survey mainly understands the status quo of the above brand stakeholders in the five aspects of H school brand learning, brand sharing, brand advocating, brand socialising, and brand co-developing. The survey uses the received 309 sample survey data to conduct detailed analysis, so as to understand the current situation and discover the problems existing in the brand communication of H School at this stage, then according to the existing problems, combined with the customer engagement theory, it puts forward targeted optimization strategies and methods. Because H school is representative in the field of international schools, I hope to summarize some methods and strategies for improving the versatility of brand communication that that kind of school can learn from.