LS教育集团品牌战略优化研究

发布时间：2019-02-13 12:54

【摘要】：随着中国对世界的大门打开,人们对语言学习的期望也不断增长,年增长率高达30%,对英语的学习需求更甚。而且人们对机构的选择也越来越重视和关注于是,大批的正规或不正规英语培训机构在市场上涌现。LS教育集团是一家在国内拥有20年以上幼少儿英语教育经验的成熟教育机构。在面对英语培训市场的快速变化和激烈竞争下,LS教育集团作为一家老公司,为了适应行业的快速发展,必须优化和重塑其品牌战略,使其符合行业发展的规律,跟上行业的发展步骤,这样才能在激烈的市场竞争中立于不败之地。本文以LS教育集团为研究对象,通过对LS教育集团的发展现状及其市场环境的整理,结合SWOT分析,依据品牌战略管理相关理论对LS教育集团品牌战略进行分析和研究。LS教育集团在目前激烈的市场竞争下,遇到的经营瓶颈与其无明确品牌战略规划及品牌经营方式较传统有较大关系。本文将根据品牌在不同发展阶段需根据市场有不同的品牌营销战略,及需要从品牌定位、品牌创新等方面延伸,来探索LS教育集团未来的品牌战略建设和优化,重塑品牌营销战略为其在未来激烈的教育培训市场竞争中生存和发展提出建议。品牌战略的建设需要立足于公司的长期生存和发展,我们需要以高洞察力不断关注公司周围环境的发展和变化,及时改变和调整品牌战略实施计划,希望本文进行的研究,能为LS教育集团的发展起到一定的帮助。
[Abstract]:As China opens its doors to the world, people's expectations for language learning continue to grow, with annual growth rates as high as 30%, and the demand for English learning is even greater. And people are paying more and more attention to the choice of institutions. A large number of formal or irregular English training institutions have emerged in the market. LS Education Group is a mature educational institution with more than 20 years English education experience for young children in China. In the face of the rapid changes and fierce competition in the English training market, LS Education Group, as an old company, must optimize and reshape its brand strategy in order to adapt to the rapid development of the industry. Keep up with the development of the industry, so that in the fierce market competition in an invincible position. This paper takes LS Education Group as the research object, through the development of LS Education Group and the market environment of sorting out, combined with SWOT analysis, According to the theory of brand strategy management, this paper analyzes and studies the brand strategy of LS Education Group. Under the fierce market competition, LS Education Group, The bottleneck is related to the lack of clear brand strategic planning and brand management. This article will explore the brand strategy construction and optimization of LS Education Group in the future according to the brand needs in different stages of development according to the different marketing strategy of the market, and the need to extend from brand positioning, brand innovation and so on. Reshaping brand marketing strategy provides suggestions for its survival and development in the fierce education and training market competition in the future. The construction of brand strategy needs to be based on the long-term survival and development of the company, we need to pay close attention to the development and change of the company's surrounding environment with high insight, and change and adjust the brand strategy implementation plan in time. Can play a certain role in the development of LS Education Group.
【学位授予单位】：长沙理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F273.2

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