南昌新东方语言学校品牌营销策略研究

发布时间：2018-04-10 13:36

本文选题：南昌新东方 + 品牌营销策略　；参考：《江西财经大学》2017年硕士论文

【摘要】：为了提升企业竞争力,不断增加企业的无形资产,国内外教育培训机构对品牌管理的意识不断加强。在市场竞争日益激烈的环境下,教育培训需要走“品牌”发展之路已成为学术界的共识。新形势下,现代教育培训机构尤其是民营机构必须顺应市场竞争规律,树立企业的品牌营销意识,不断提升企业的品牌管理水平,企业发展实现由规模数量向品牌效益转变。因此,研究和制定企业的品牌营销策略显得十分迫切和重要。南昌新东方语言学校自成立以来发展迅猛,品牌知名度也在不断提升;经过多年探索与创新,学校的课程培训体系涵盖了中小学、大学和在职教育,能够满足不同年龄段学员的需求;但随着发展规模的扩大,学校在品牌营销和管理中也存在产品同质化严重、忽视品牌管理、营销推广策略单一等诸多问题。南昌新东方语言学校必须认清市场竞争形势,改变粗放的经营模式,遵循国内教育发展规律,提升教学品质和效率,走上一条符合市场经济发展规律、拥有自身核心竞争力的品牌发展之路。本文对南昌新东方语言学校的宏观经济环境和行业竞争环境进行了深入分析,并运用SWOT方法从内外部分析了南昌新东方语言学校面临的优势与劣势、机遇与威胁,通过内外部环境分析发现南昌新东方语言学校在品牌营销中存在一系列问题,如产品同质化严重,品牌定位模糊;硬件设施落后,忽视品牌管理;营销推广策略单一,网络营销滞后;品牌服务意识不强,教学水平参差不齐。本文在分析南昌新东方语言学校品牌营销现状和存在问题的基础上,从品牌定位、品牌文化、品牌口碑和品牌服务四个方面提出了南昌新东方语言学校品牌营销策略。为有力支撑和保障南昌新东方语言学校品牌营销策略的有效推进,本文还提出了五项保障措施,包括提升师资队伍建设、加大品牌推广经费投入力度、加强服务和品牌质量建设、制定和完善品牌管理机制、打造专业的品牌营销队伍等。
[Abstract]:In order to enhance the competitiveness of enterprises and increase the intangible assets of enterprises, education and training institutions at home and abroad continue to strengthen the awareness of brand management.In the increasingly fierce market competition environment, education and training needs to take the "brand" development road has become a consensus in academic circles.Under the new situation, modern education and training institutions, especially private organizations, must conform to the laws of market competition, set up brand marketing consciousness of enterprises, constantly improve the level of brand management, and realize the transformation from scale and quantity to brand benefit.Therefore, the research and formulation of enterprise brand marketing strategy is very urgent and important.Nanchang New Oriental language School has been developing rapidly since its establishment, and its brand awareness is also rising. After years of exploration and innovation, the school's curriculum training system covers primary and secondary schools, universities and on-the-job education.It can meet the needs of students of different ages, but with the expansion of development scale, there are many problems in brand marketing and management, such as product homogeneity, neglect of brand management, single marketing promotion strategy and so on.Nanchang New Oriental language School must have a clear understanding of the market competition situation, change the extensive business model, follow the law of domestic educational development, improve teaching quality and efficiency, and take a line with the law of market economic development.With its own core competitiveness of the brand development road.This paper analyzes the macro-economic environment and competition environment of Nanchang New Oriental language School, and analyzes the advantages and disadvantages, opportunities and threats of Nanchang New Oriental language School from inside and outside by using SWOT method.Through the analysis of internal and external environment, it is found that there are a series of problems in brand marketing of Nanchang New Oriental language School, such as serious product homogeneity, vague brand positioning, backward hardware facilities, neglecting brand management, and single marketing promotion strategy.Network marketing lag; brand service awareness is not strong, teaching level is uneven.On the basis of analyzing the present situation and existing problems of brand marketing in Nanchang New Oriental language School, this paper puts forward the brand marketing strategy of Nanchang New Oriental language School from four aspects: brand orientation, brand culture, brand reputation and brand service.In order to support and guarantee the effective promotion of brand marketing strategy of Nanchang New Oriental language School, this paper also puts forward five safeguard measures, including improving the construction of teaching staff and increasing the investment of brand promotion funds.Strengthen service and brand quality construction, establish and perfect brand management mechanism, build professional brand marketing team, etc.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72

【参考文献】