成都戴氏英語品牌戰(zhàn)略研究
發(fā)布時(shí)間：2018-11-20 20:58
【摘要】：在市場(chǎng)經(jīng)濟(jì)發(fā)展日趨深化的今天,品牌成為了企業(yè)最有效的競爭手段之一,它對(duì)企業(yè)生存和發(fā)展的重用性不言而喻。以成都戴氏英語學(xué)校為代表的民辦外語培訓(xùn)行業(yè),在逐布發(fā)展壯大的過程中已經(jīng)初步認(rèn)識(shí)到只有樹立強(qiáng)勢(shì)品牌,才能在白熱化的市場(chǎng)競爭中生存和發(fā)展。然而,隨著西部的大開發(fā),成都的對(duì)外開放的加深,成都外語熱就不斷升溫,一時(shí)間,成都涌現(xiàn)了成百上千個(gè)外語培訓(xùn)機(jī)構(gòu),戴氏英語等成都地方民辦外語培訓(xùn)“老字號(hào)”受到了以新東方為代表的教育品牌前所未有的挑戰(zhàn)。戴氏英語在激烈的競爭中充分暴露了在品牌經(jīng)營理念、品牌建設(shè)、品牌管理等方面還存在明顯不足。在此背景下本文將對(duì)戴氏英語品牌經(jīng)營的重要性和必要性、品牌競爭環(huán)境和品牌目標(biāo)等進(jìn)行了細(xì)致的研究,從而為其制定了品牌建設(shè)的六大戰(zhàn)略方針以及實(shí)施戰(zhàn)略方針的五大步驟。并提出了打造教育真品牌的若干建議。 以系統(tǒng)的觀念實(shí)施品牌策略,保持和提高教育品牌的資產(chǎn)價(jià)值也是本文的研究重點(diǎn)。本文的創(chuàng)新之處在于創(chuàng)造性地提出了培養(yǎng)和加強(qiáng)教育產(chǎn)品的品牌優(yōu)勢(shì),提高培訓(xùn)學(xué)校的核心競爭力的具體方案,提出了以教育產(chǎn)品創(chuàng)新,尤其是以服務(wù)創(chuàng)新、文化創(chuàng)新和培養(yǎng)機(jī)制創(chuàng)新為基礎(chǔ),通過品牌戰(zhàn)略管理和團(tuán)隊(duì)管理來增強(qiáng)培訓(xùn)學(xué)校的核心競爭力。 本論文主要采用了SWOT分析法詳細(xì)地分析了戴氏英語內(nèi)外部競爭環(huán)境;利用GUEST(客戶)模型分析了如何以客戶為中心進(jìn)行品牌化建設(shè);同時(shí)還以產(chǎn)品三層面模型分析了如何創(chuàng)建教育產(chǎn)品核心競爭優(yōu)勢(shì)。 本文研究的大致過程及研究框架由五部分組成。第一章提出本論文的選題背景及意義及品牌經(jīng)營戰(zhàn)略的理論基礎(chǔ);第二章用戰(zhàn)略管理的思路和方法對(duì)戴氏英語的內(nèi)外部環(huán)境進(jìn)行分析,為戴氏英語制定品牌戰(zhàn)略方針打下堅(jiān)實(shí)基礎(chǔ);第三章從品牌戰(zhàn)略高度為為戴氏英語制定了詳細(xì)的品牌戰(zhàn)略方針;第四章詳細(xì)闡述了戴氏英語品牌戰(zhàn)略方針的實(shí)施步驟;第五章對(duì)戴氏英語打造強(qiáng)勢(shì)真品牌提出解決辦法和和決策建議以提高其品牌知名度、美譽(yù)度、學(xué)生及家長品牌忠誠度。
[Abstract]:With the deepening of the market economy, brand has become one of the most effective means of competition, and its reusability for the survival and development of enterprises is self-evident. The private foreign language training industry, represented by Chengdu Dai's English School, has realized that only by setting up a strong brand can it survive and develop in the fierce market competition. However, with the great development of the western region and the deepening of Chengdu's opening to the outside world, the foreign language craze in Chengdu has been heating up. At one point, hundreds of foreign language training institutions have emerged in Chengdu. The old brand of private foreign language training in Chengdu, such as Dai's English, has been challenged by the educational brand represented by New Oriental. In the fierce competition, Dai's English has fully exposed the obvious deficiencies in brand management concept, brand construction and brand management. In this context, the importance and necessity of Dai's English brand management, the brand competitive environment and brand objectives are studied in detail. Thus, six strategic principles of brand building and five steps to implement them are formulated. Some suggestions are put forward to build true education brand. It is also the focus of this paper to carry out brand strategy with systematic concept and to maintain and improve the value of educational brand assets. The innovation of this paper is to creatively put forward the concrete plan to cultivate and strengthen the brand advantages of educational products, to improve the core competitiveness of training schools, and to innovate educational products, especially service. On the basis of culture innovation and training mechanism innovation, the core competitiveness of the training school is strengthened through brand strategy management and team management. This thesis mainly uses SWOT analysis method to analyze the internal and external competition environment in detail, GUEST model to analyze how to take the customer as the center of the brand construction; At the same time, it analyzes how to create the core competitive advantage of educational products with the product three-level model. The general process and research framework of this paper are composed of five parts. The first chapter puts forward the background and significance of this thesis and the theoretical basis of brand management strategy. The second chapter analyzes the internal and external environment of Dai's English with the ideas and methods of strategic management, which lays a solid foundation for the establishment of brand strategy. The third chapter makes a detailed brand strategy for English from the perspective of brand strategy, the fourth chapter describes the implementation steps of the brand strategy. In chapter 5, the author puts forward the solutions and suggestions to improve the brand reputation, reputation and brand loyalty of students and parents.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
本文編號(hào)：2345999
[Abstract]:With the deepening of the market economy, brand has become one of the most effective means of competition, and its reusability for the survival and development of enterprises is self-evident. The private foreign language training industry, represented by Chengdu Dai's English School, has realized that only by setting up a strong brand can it survive and develop in the fierce market competition. However, with the great development of the western region and the deepening of Chengdu's opening to the outside world, the foreign language craze in Chengdu has been heating up. At one point, hundreds of foreign language training institutions have emerged in Chengdu. The old brand of private foreign language training in Chengdu, such as Dai's English, has been challenged by the educational brand represented by New Oriental. In the fierce competition, Dai's English has fully exposed the obvious deficiencies in brand management concept, brand construction and brand management. In this context, the importance and necessity of Dai's English brand management, the brand competitive environment and brand objectives are studied in detail. Thus, six strategic principles of brand building and five steps to implement them are formulated. Some suggestions are put forward to build true education brand. It is also the focus of this paper to carry out brand strategy with systematic concept and to maintain and improve the value of educational brand assets. The innovation of this paper is to creatively put forward the concrete plan to cultivate and strengthen the brand advantages of educational products, to improve the core competitiveness of training schools, and to innovate educational products, especially service. On the basis of culture innovation and training mechanism innovation, the core competitiveness of the training school is strengthened through brand strategy management and team management. This thesis mainly uses SWOT analysis method to analyze the internal and external competition environment in detail, GUEST model to analyze how to take the customer as the center of the brand construction; At the same time, it analyzes how to create the core competitive advantage of educational products with the product three-level model. The general process and research framework of this paper are composed of five parts. The first chapter puts forward the background and significance of this thesis and the theoretical basis of brand management strategy. The second chapter analyzes the internal and external environment of Dai's English with the ideas and methods of strategic management, which lays a solid foundation for the establishment of brand strategy. The third chapter makes a detailed brand strategy for English from the perspective of brand strategy, the fourth chapter describes the implementation steps of the brand strategy. In chapter 5, the author puts forward the solutions and suggestions to improve the brand reputation, reputation and brand loyalty of students and parents.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2009
【分類號(hào)】：F273.2
【參考文獻(xiàn)】
相關(guān)期刊論文 前3條
1 黃靜;鄭莉;;顧客品牌關(guān)系下的情感—行為忠誠模型[J];經(jīng)濟(jì)管理;2003年22期
2 白長虹,劉熾;服務(wù)企業(yè)的顧客忠誠及其決定因素研究[J];南開管理評(píng)論;2002年06期
3 盧泰宏;品牌資產(chǎn)評(píng)估的模型與方法[J];中山大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版);2002年03期
，本文編號(hào)：2345999
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