厦门初级教育培训机构品牌管理研究

发布时间：2018-03-16 18:15

本文选题：厦门　切入点：初级教育培训机构　出处：《福建农林大学》2017年硕士论文　论文类型：学位论文

【摘要】：进入21世纪,我国已经成为世界经济强国,人们的物质生活不断的提高,越来越多的家庭十分重视子女的教育。教育市场需求不断增长,促进了各种补习机构、中小学补习、德智体教育、少儿英语等教育培训机构的迅速壮大,市场竞争白热化,各种初级教育培训机构为了更好的生存和发展逐渐开始重视品牌管理的建设,然而成功的教育培训机构只占据少数,主要问题在于初级教育培训机构的品牌管理意识薄弱,对如何建立一个优秀的品牌管理缺乏导向。很多初级教育培训机构的品牌管理问题严重,甚至有些机构为了追求短期利益忽视品牌管理建设,长此以往,不利于初级教育培训机构保持竞争力,没有与客户之间建立起良好的品牌忠诚关系,使培训机构的发展受阻,破坏了初级教育培训市场的良性发展。论文运用理论基础,结合教育培训机构品牌管理知识,以优秀的品牌管理实践为依据,探索分析厦门地区初级教育培训机构存在的品牌管理缺陷,通过对多家厦门本地培训机构进行抽样数据调查,对基于"品牌价值观之品牌管理"进行实证分析,提出改善和优化品牌管理的措施和对策,进而使厦门初级教育培训机构的品牌管理得到较大提升。以创新的品牌管理模式在激烈的培训市场竞争占据有力位置,进而促进厦门初级教育培训机构可持续发展。本文构建了 "教育品牌价值观与品牌管理的关系"结构模型,采用实证分析研究品牌价值观对品牌管理的影响。通过抽样调查的方式,对厦门10家教育培训机构的职工及业内人士、专家等群体进行了问卷调查,收集有效问卷,并对收集的数据进行信度分析、效度分析、LISREL结构方程模型假设检验分析以及研究假设检验。论文的研究结论表明提出的模型和假设均成立,符合检验标准,其中,品牌价值观中的取向、准则和目标均对品牌公民行为产生正向影响。其中,品牌价值观理念、目标和组织文化协同显著影响完整统一品牌形象;同时,品牌绩效形成也与品牌价值观理念、目标和组织文化协同呈正向关系。根据实证分析的结果,本文还对厦门初级教育培训行业的企业提出了相关建议,并对该课题的进一步研究提出了展望和建议。
[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.
【学位授予单位】：福建农林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72

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