成都戴氏英语品牌战略研究
发布时间：2018-11-20 20:58
【摘要】：在市场经济发展日趋深化的今天,品牌成为了企业最有效的竞争手段之一,它对企业生存和发展的重用性不言而喻。以成都戴氏英语学校为代表的民办外语培训行业,在逐布发展壮大的过程中已经初步认识到只有树立强势品牌,才能在白热化的市场竞争中生存和发展。然而,随着西部的大开发,成都的对外开放的加深,成都外语热就不断升温,一时间,成都涌现了成百上千个外语培训机构,戴氏英语等成都地方民办外语培训“老字号”受到了以新东方为代表的教育品牌前所未有的挑战。戴氏英语在激烈的竞争中充分暴露了在品牌经营理念、品牌建设、品牌管理等方面还存在明显不足。在此背景下本文将对戴氏英语品牌经营的重要性和必要性、品牌竞争环境和品牌目标等进行了细致的研究,从而为其制定了品牌建设的六大战略方针以及实施战略方针的五大步骤。并提出了打造教育真品牌的若干建议。 以系统的观念实施品牌策略,保持和提高教育品牌的资产价值也是本文的研究重点。本文的创新之处在于创造性地提出了培养和加强教育产品的品牌优势,提高培训学校的核心竞争力的具体方案,提出了以教育产品创新,尤其是以服务创新、文化创新和培养机制创新为基础,通过品牌战略管理和团队管理来增强培训学校的核心竞争力。 本论文主要采用了SWOT分析法详细地分析了戴氏英语内外部竞争环境;利用GUEST(客户)模型分析了如何以客户为中心进行品牌化建设;同时还以产品三层面模型分析了如何创建教育产品核心竞争优势。 本文研究的大致过程及研究框架由五部分组成。第一章提出本论文的选题背景及意义及品牌经营战略的理论基础;第二章用战略管理的思路和方法对戴氏英语的内外部环境进行分析,为戴氏英语制定品牌战略方针打下坚实基础;第三章从品牌战略高度为为戴氏英语制定了详细的品牌战略方针;第四章详细阐述了戴氏英语品牌战略方针的实施步骤;第五章对戴氏英语打造强势真品牌提出解决办法和和决策建议以提高其品牌知名度、美誉度、学生及家长品牌忠诚度。
[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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
本文编号：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.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2
【参考文献】
相关期刊论文 前3条
1 黄静;郑莉;;顾客品牌关系下的情感—行为忠诚模型[J];经济管理;2003年22期
2 白长虹,刘炽;服务企业的顾客忠诚及其决定因素研究[J];南开管理评论;2002年06期
3 卢泰宏;品牌资产评估的模型与方法[J];中山大学学报(社会科学版);2002年03期
，本文编号：2345999
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