本文關(guān)鍵詞： 早教服務(wù)行業(yè) 品牌信用評(píng)級(jí) 商標(biāo)的品牌信用指數(shù)(TBCI)　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：社會(huì)競(jìng)爭(zhēng)的激烈、社會(huì)就業(yè)壓力的不斷增大,家庭收入的增長、家長對(duì)幼兒科學(xué)教育意識(shí)的覺醒、現(xiàn)有保育和教育機(jī)構(gòu)的空白,每一根屬于這個(gè)時(shí)代的纖維交織成了一個(gè)“旭日東升”的早期教育市場(chǎng)。讓更多的家庭受益于早期教育研究成果精華；讓更多的寶寶接受科學(xué)、系統(tǒng)地早期教育知識(shí)和訓(xùn)練,是所有早期教育工作者沉甸甸的責(zé)任和使命。根據(jù)《品牌信用評(píng)級(jí)實(shí)施細(xì)則》,我們對(duì)我國早教服務(wù)行業(yè)50個(gè)知名度較高的品牌進(jìn)行了商標(biāo)品牌信用評(píng)級(jí)。本文根據(jù)評(píng)級(jí)所得的數(shù)據(jù),對(duì)我國早教服務(wù)行業(yè)品牌建設(shè)的現(xiàn)狀及存在的問題進(jìn)行了統(tǒng)計(jì)分析。結(jié)果表明我國早教服務(wù)行業(yè)品牌建設(shè)總體水平急需提高,存在的普遍性問題是品牌建設(shè)的崗位不明確、品類需求不敏感和注冊(cè)商標(biāo)單義性不強(qiáng)。另外,信用等級(jí)不同的品牌存在的主要問題有所不同。本文通過對(duì)《品牌信用評(píng)級(jí)實(shí)施細(xì)則》中各項(xiàng)指標(biāo)詳細(xì)解析,指出了企業(yè)在各項(xiàng)指標(biāo)上存在的問題并提出解決辦法供企業(yè)參考。 據(jù)第五次人口普查發(fā)布的統(tǒng)計(jì)公告,中國大陸0-3歲的幼兒共計(jì)7000萬,其中城市0-3歲的幼兒數(shù)量為1090萬。以深圳市為例,月收入在2000元以上的家庭孩子月消費(fèi)額為552元,月收入達(dá)到5000元以上的家庭孩子月消費(fèi)額為1165元。如果每個(gè)孩子月消費(fèi)額的30%用于教育消費(fèi),最低的消費(fèi)則為每月150元。早期教育市場(chǎng)正在成為教育產(chǎn)業(yè)中一塊最具潛力和前景廣闊的天地。這個(gè)市場(chǎng)的規(guī)模應(yīng)該在20億到100億之間,而且將維持一種成長的態(tài)勢(shì)。我國早教服務(wù)行業(yè)長期重宣傳而不重品牌的行為成為制約中國早教服務(wù)行業(yè)進(jìn)一步發(fā)展的主要“瓶頸”�，F(xiàn)在活躍在中國市場(chǎng)上的早教企業(yè)中,國外品牌占據(jù)了很大比例。業(yè)內(nèi)人士認(rèn)為,盡管目前我國早教企業(yè)數(shù)量眾多,但大部分以中低端為主,產(chǎn)品層次偏低,并沒有形成良好的規(guī)模效應(yīng)。對(duì)中國早教產(chǎn)業(yè)而言,通往成熟之路還很長。未來早教產(chǎn)業(yè)發(fā)展,會(huì)更加關(guān)注行業(yè)人才的培養(yǎng)儲(chǔ)備,使早教產(chǎn)業(yè)發(fā)展免受人才瓶頸的制約,政府部門和行業(yè)協(xié)會(huì)應(yīng)在早教產(chǎn)業(yè)內(nèi)開展產(chǎn)業(yè)人才專項(xiàng)培訓(xùn)、引進(jìn)海外行業(yè)專家等項(xiàng)目；會(huì)關(guān)注行業(yè)管理規(guī)范的制定完善,早教產(chǎn)業(yè)涉及產(chǎn)業(yè)鏈長,構(gòu)建相關(guān)的法律監(jiān)管體系,并逐步改變整個(gè)早教產(chǎn)業(yè)中產(chǎn)品標(biāo)準(zhǔn)化缺失的現(xiàn)狀。近幾年,一些國內(nèi)外的大品牌已經(jīng)占據(jù)一定市場(chǎng)和地位,并且向二三級(jí)城市大肆擴(kuò)展,不少本土的大小早教機(jī)構(gòu)也來分這一杯羹。通過對(duì)早教服務(wù)行業(yè)進(jìn)行品牌信用評(píng)級(jí)及分析,使我們可以清楚地認(rèn)識(shí)到,目前我國早教服務(wù)行業(yè)品牌建設(shè)存在的問題、解決辦法及其發(fā)展方向,并未投資者進(jìn)行早教服務(wù)品牌的投資決策提供參考依據(jù)。
[Abstract]:With the fierce competition in society, the increasing pressure of social employment, the increase of family income, the awakening of parents' awareness of early childhood science education, the gaps in existing care and educational institutions, Each fiber that belongs to this era interweaves into a "rising sun" early education market. Let more families benefit from the essence of early education research; let more babies receive scientific, systematic early education knowledge and training. It is the heavy responsibility and mission of all the early educators. According to the implementation rules of Brand Credit rating, we have carried out the trademark brand credit rating for 50 well-known brands in our early education service industry. According to the rating data, This paper makes a statistical analysis on the current situation and existing problems of brand construction in early education service industry in China. The results show that the overall level of brand building in early education service industry in China is in urgent need of improvement, and the common problem is that the position of brand construction is not clear. In addition, the main problems of brands with different credit grades are different. This paper analyzes the various indexes in the implementation rules of Brand Credit rating in detail. This paper points out the problems existing in each index of the enterprise and puts forward some solutions for the reference of the enterprise. According to a statistical announcement issued by the 5th census, the total number of children aged 0-3 in mainland China is 70 million, of which the number of children aged 0-3 in urban areas is 10.9 million. In Shenzhen, for example, the monthly consumption of children from families with monthly incomes above 2,000 yuan is 552 yuan. The monthly consumption of children in families with a monthly income of more than 5, 000 yuan is 1, 165 yuan. If 30% of each child's monthly consumption is spent on education, The lowest consumption is 150 yuan per month. The early education market is becoming one of the most promising and promising fields in the education industry. The market should be between 2 billion and 10 billion. And it will maintain a growing trend. The behavior of emphasizing publicity rather than brand in the early education service industry in China for a long time has become the main "bottleneck" restricting the further development of the early education service industry in China. Now it is active in the early education enterprises in the Chinese market. Foreign brands account for a large proportion. Industry insiders believe that although there are a large number of early education enterprises in China at present, most of them are mainly at the middle and low end, and the product level is on the low side, and there is no good scale effect on the early education industry in China. There is still a long way to mature. In the future, the development of the early education industry will pay more attention to the training and reserve of talents in the industry, so that the development of the early education industry will not be restricted by the talent bottleneck. Government departments and trade associations should carry out special training for industrial personnel in the early education industry, introduce overseas industry experts and other projects; they will pay close attention to the establishment and perfection of industry management norms. The early education industry involves the length of the industrial chain and the construction of relevant legal and regulatory systems. And gradually change the status quo of product standardization in the whole early education industry. In recent years, some big brands at home and abroad have occupied a certain market and position, and expanded to the second and third tier cities. Many local early education institutions, large and small, have also come to share this piece of soup. Through the brand credit rating and analysis of the early education service industry, we can clearly realize the problems existing in the brand construction of the early education service industry in our country at present. The solution and its development direction do not provide reference for investors to make investment decision of early education service brand.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F273.2;F719

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本文編號(hào)：1542776