SJ培训学校品牌塑造研究

发布时间：2018-05-26 19:33

本文选题：培训学校 + 品牌　；参考：《华中师范大学》2017年硕士论文

【摘要】：教育培训行业因为其所特有的行业属性,因此目前越来越受到多数投资机构的青睐,不断有大量资金注入到行业内。同时,国家及各级政府也都逐渐增加对教育的重视程度,出台相应政策放宽准入标准,调低社会办学门槛,这不仅给教育培训行业提供了更好的发展空间,同时也为行业的持续发展注入更为强劲的活力。当前市场鱼龙混杂,相应培训机构和产品的品牌化程度比较低,这从一定程度上严重制约行业的健康发展。如何建立起自己的教育品牌成为摆在教育机构面前急需解决的问题。而作为培训行业内的一员,品牌塑造对于SJ培训学校显得非常重要,对其品牌塑造进行研究也具有十分重要的意义。因此,本文主要针对SJ培训学校这样一个典型的教育机构品牌塑造情况进行研究。本文共分为六章。第一章为绪论,主要介绍了文章的研究背景、研究意义,国内外当前研究现状,主要研究思路、所运用研究方法以及文章的主要创新点。第二章为基本概念和理论,主要阐述品牌的涵义、品牌价值与品牌营销相关概念、品牌塑造理论以及SWOT分析等与论文相关理论基础知识。第三章为SJ培训学校品牌塑造环境分析,首先进行相关学校背景介绍,然后对培训业市场现状进行深入分析,最后运用SWOT分析法了解SJ培训学校当前强势、劣势,以及所面临的机会与威胁等基本情况。第四章主要是介绍SJ培训学校在品牌塑造中面临的问题,主要包括缺乏品牌意识、品牌定位不明确、品牌产品个性化程度低以及营销力度不够等。第五章是针对出现的问题,制定出符合学校发展的品牌塑造策略,主要包括树立品牌意识,加强品牌建设,准确合理进行品牌定位,塑造出品牌培训师,塑造个性化品牌形象以及多途径推广学校品牌形象等。为SJ培训学校能够成功塑造个性化品牌提供一定参考。
[Abstract]:Education and training industry because of its unique industry attributes, so at present more and more favored by most investment institutions, a large number of funds have been injected into the industry. At the same time, the state and governments at all levels have gradually increased the importance they attach to education, and have issued corresponding policies to relax the admission standards and lower the social threshold for running schools. This not only provides a better space for the development of the education and training industry, At the same time for the continued development of the industry into a more robust vitality. At present, the market is mixed and the corresponding training institutions and products are relatively low, which restricts the healthy development of the industry to a certain extent. How to set up their own education brand has become an urgent problem in front of educational institutions. As a member of the training industry, brand shaping is very important for SJ training schools, and it is also of great significance to study its brand building. Therefore, this paper mainly focuses on the brand-building of SJ training school as a typical educational institution. This paper is divided into six chapters. The first chapter is the introduction, mainly introduces the research background, the significance, the current research situation, the main research thought, the applied research method and the main innovation point of the article. The second chapter is the basic concept and theory, mainly expounds the meaning of brand, brand value and brand marketing related concepts, brand shaping theory and SWOT analysis and other related theoretical basic knowledge. The third chapter is the analysis of the brand shaping environment of SJ training school. Firstly, the background of the school is introduced, then the market situation of the training industry is deeply analyzed. Finally, the SWOT analysis method is used to understand the current strength and disadvantage of the SJ training school. And the opportunities and threats faced by the basic situation. The fourth chapter mainly introduces the problems faced by SJ training schools in brand shaping, including lack of brand awareness, unclear brand positioning, low degree of individuation of brand products and insufficient marketing efforts. The fifth chapter aims at the problems, and formulates the brand shaping strategy according with the development of the school, which mainly includes establishing brand consciousness, strengthening brand construction, accurately and reasonably carrying out brand positioning, and shaping brand trainer. Mold individualized brand image as well as promote school brand image and so on. For the SJ training school can successfully shape the personalized brand to provide a certain reference.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72

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