發(fā)布時間：2018-03-16 18:15

  本文選題：廈門　切入點：初級教育培訓機構(gòu)　出處：《福建農(nóng)林大學》2017年碩士論文　論文類型：學位論文

【摘要】：進入21世紀,我國已經(jīng)成為世界經(jīng)濟強國,人們的物質(zhì)生活不斷的提高,越來越多的家庭十分重視子女的教育。教育市場需求不斷增長,促進了各種補習機構(gòu)、中小學補習、德智體教育、少兒英語等教育培訓機構(gòu)的迅速壯大,市場競爭白熱化,各種初級教育培訓機構(gòu)為了更好的生存和發(fā)展逐漸開始重視品牌管理的建設,然而成功的教育培訓機構(gòu)只占據(jù)少數(shù),主要問題在于初級教育培訓機構(gòu)的品牌管理意識薄弱,對如何建立一個優(yōu)秀的品牌管理缺乏導向。很多初級教育培訓機構(gòu)的品牌管理問題嚴重,甚至有些機構(gòu)為了追求短期利益忽視品牌管理建設,長此以往,不利于初級教育培訓機構(gòu)保持競爭力,沒有與客戶之間建立起良好的品牌忠誠關(guān)系,使培訓機構(gòu)的發(fā)展受阻,破壞了初級教育培訓市場的良性發(fā)展。論文運用理論基礎,結(jié)合教育培訓機構(gòu)品牌管理知識,以優(yōu)秀的品牌管理實踐為依據(jù),探索分析廈門地區(qū)初級教育培訓機構(gòu)存在的品牌管理缺陷,通過對多家廈門本地培訓機構(gòu)進行抽樣數(shù)據(jù)調(diào)查,對基于"品牌價值觀之品牌管理"進行實證分析,提出改善和優(yōu)化品牌管理的措施和對策,進而使廈門初級教育培訓機構(gòu)的品牌管理得到較大提升。以創(chuàng)新的品牌管理模式在激烈的培訓市場競爭占據(jù)有力位置,進而促進廈門初級教育培訓機構(gòu)可持續(xù)發(fā)展。本文構(gòu)建了 "教育品牌價值觀與品牌管理的關(guān)系"結(jié)構(gòu)模型,采用實證分析研究品牌價值觀對品牌管理的影響。通過抽樣調(diào)查的方式,對廈門10家教育培訓機構(gòu)的職工及業(yè)內(nèi)人士、專家等群體進行了問卷調(diào)查,收集有效問卷,并對收集的數(shù)據(jù)進行信度分析、效度分析、LISREL結(jié)構(gòu)方程模型假設檢驗分析以及研究假設檢驗。論文的研究結(jié)論表明提出的模型和假設均成立,符合檢驗標準,其中,品牌價值觀中的取向、準則和目標均對品牌公民行為產(chǎn)生正向影響。其中,品牌價值觀理念、目標和組織文化協(xié)同顯著影響完整統(tǒng)一品牌形象;同時,品牌績效形成也與品牌價值觀理念、目標和組織文化協(xié)同呈正向關(guān)系。根據(jù)實證分析的結(jié)果,本文還對廈門初級教育培訓行業(yè)的企業(yè)提出了相關(guān)建議,并對該課題的進一步研究提出了展望和建議。
[Abstract]:In 21th century, China has become a world economic power, people's material life is constantly improving, more and more families attach great importance to the education of their children. Moral, intellectual and physical education, children's English and other educational and training institutions have grown rapidly, and the market competition has intensified. In order to better survive and develop, various primary education and training institutions have gradually begun to attach importance to the building of brand management. However, only a small number of successful educational and training institutions are in the minority. The main problem lies in the weak brand management awareness of primary education and training institutions. Lack of guidance on how to establish an excellent brand management. Many primary education and training institutions have serious brand management problems, and some even ignore brand management construction in the pursuit of short-term interests. It is not conducive to the primary education and training institutions to maintain competitiveness, not to establish a good brand loyalty relationship with customers, so that the development of training institutions is blocked, and the benign development of primary education and training market is damaged. Combined with brand management knowledge of educational and training institutions, based on the excellent brand management practice, this paper explores and analyzes the brand management defects of primary education and training institutions in Xiamen area, and carries out a sampling data survey on several local training institutions in Xiamen. This paper makes an empirical analysis on brand management based on brand values, and puts forward some measures and countermeasures to improve and optimize brand management. Thus, the brand management of Xiamen primary education and training institutions has been greatly improved. The innovative brand management model occupies a strong position in the fierce training market competition. In order to promote the sustainable development of Xiamen primary education and training institutions, this paper constructs a "relationship between educational brand values and brand management". By using empirical analysis to study the influence of brand values on brand management, a questionnaire survey was conducted among the staff of 10 educational and training institutions in Xiamen, professionals, experts and so on, and effective questionnaires were collected. The reliability analysis, validity analysis and hypothesis test of LISREL structural equation model are carried out. The orientation, criterion and goal of brand values have a positive impact on brand citizenship behavior. Among them, brand values, goals and organizational culture have a significant impact on the integrity and unity of the brand image, at the same time, The formation of brand performance is also positively related to the concept of brand values, objectives and organizational culture synergy. According to the results of empirical analysis, this paper also puts forward some suggestions to the enterprises in Xiamen primary education and training industry. The prospect and suggestion of further research on this subject are also put forward.
【學位授予單位】：福建農(nóng)林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G522.72

【參考文獻】

相關(guān)期刊論文 前10條

1 吳卉連;;廈門啟蒙教育培訓市場分析[J];大眾文藝;2014年22期

2 蔡麗;;淺析企業(yè)的品牌管理——以新東方培訓學校為例[J];中國商貿(mào);2014年28期

3 江樂華;;淺談學校教育的品牌管理[J];現(xiàn)代基礎教育研究;2014年01期

4 周宗藝;林英;饒艷楓;彭志蓮;陳亮;;泉州家教培訓業(yè)發(fā)展狀況淺析——基于“尚學”社區(qū)教育培訓機構(gòu)創(chuàng)業(yè)分析[J];商;2013年22期

5 張祿;舒心;;我國教育培訓機構(gòu)發(fā)展現(xiàn)狀的研究[J];西北成人教育學報;2013年05期

6 王宏斌;;中小學教育培訓機構(gòu)運營與管理若干問題探討[J];中國市場;2013年34期

7 周青;王祥;;探尋中小型教育培訓機構(gòu)的營銷之道[J];商業(yè)文化(下半月);2011年01期

8 李韌;;教育培訓公司發(fā)展戰(zhàn)略管理的探索[J];成功(教育);2011年01期

9 吳江文;;教育品牌有效傳播策略探析[J];新聞界;2010年04期

10 吳志勇;孟至和;;教育培訓機構(gòu)危機管理與品牌維護[J];繼續(xù)教育;2010年02期

相關(guān)碩士學位論文 前4條

1 孫秀玲;中小型教育培訓機構(gòu)品牌管理研究[D];福建師范大學;2015年

2 曾少嬌;廈門N少兒英語培訓機構(gòu)經(jīng)營現(xiàn)狀及對策分析[D];廈門大學;2014年

3 張志強;營利性培訓機構(gòu)品牌塑造研究[D];廣東商學院;2013年

4 李韌;學而思教育培訓品牌營銷管理研究[D];湘潭大學;2012年

，

本文編號：1621104