早教服务品牌资产投资分析与案例研究

发布时间：2018-02-27 13:02

本文关键词： 早教服务行业品牌信用评级商标的品牌信用指数(TBCI)　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：社会竞争的激烈、社会就业压力的不断增大,家庭收入的增长、家长对幼儿科学教育意识的觉醒、现有保育和教育机构的空白,每一根属于这个时代的纤维交织成了一个“旭日东升”的早期教育市场。让更多的家庭受益于早期教育研究成果精华；让更多的宝宝接受科学、系统地早期教育知识和训练,是所有早期教育工作者沉甸甸的责任和使命。根据《品牌信用评级实施细则》,我们对我国早教服务行业50个知名度较高的品牌进行了商标品牌信用评级。本文根据评级所得的数据,对我国早教服务行业品牌建设的现状及存在的问题进行了统计分析。结果表明我国早教服务行业品牌建设总体水平急需提高,存在的普遍性问题是品牌建设的岗位不明确、品类需求不敏感和注册商标单义性不强。另外,信用等级不同的品牌存在的主要问题有所不同。本文通过对《品牌信用评级实施细则》中各项指标详细解析,指出了企业在各项指标上存在的问题并提出解决办法供企业参考。据第五次人口普查发布的统计公告,中国大陆0-3岁的幼儿共计7000万,其中城市0-3岁的幼儿数量为1090万。以深圳市为例,月收入在2000元以上的家庭孩子月消费额为552元,月收入达到5000元以上的家庭孩子月消费额为1165元。如果每个孩子月消费额的30%用于教育消费,最低的消费则为每月150元。早期教育市场正在成为教育产业中一块最具潜力和前景广阔的天地。这个市场的规模应该在20亿到100亿之间,而且将维持一种成长的态势。我国早教服务行业长期重宣传而不重品牌的行为成为制约中国早教服务行业进一步发展的主要“瓶颈”。现在活跃在中国市场上的早教企业中,国外品牌占据了很大比例。业内人士认为,尽管目前我国早教企业数量众多,但大部分以中低端为主,产品层次偏低,并没有形成良好的规模效应。对中国早教产业而言,通往成熟之路还很长。未来早教产业发展,会更加关注行业人才的培养储备,使早教产业发展免受人才瓶颈的制约,政府部门和行业协会应在早教产业内开展产业人才专项培训、引进海外行业专家等项目；会关注行业管理规范的制定完善,早教产业涉及产业链长,构建相关的法律监管体系,并逐步改变整个早教产业中产品标准化缺失的现状。近几年,一些国内外的大品牌已经占据一定市场和地位,并且向二三级城市大肆扩展,不少本土的大小早教机构也来分这一杯羹。通过对早教服务行业进行品牌信用评级及分析,使我们可以清楚地认识到,目前我国早教服务行业品牌建设存在的问题、解决办法及其发展方向,并未投资者进行早教服务品牌的投资决策提供参考依据。
[Abstract]:With the fierce competition in society, the increasing pressure of social employment, the increase of family income, the awakening of parents' awareness of early childhood science education, the gaps in existing care and educational institutions, Each fiber that belongs to this era interweaves into a "rising sun" early education market. Let more families benefit from the essence of early education research; let more babies receive scientific, systematic early education knowledge and training. It is the heavy responsibility and mission of all the early educators. According to the implementation rules of Brand Credit rating, we have carried out the trademark brand credit rating for 50 well-known brands in our early education service industry. According to the rating data, This paper makes a statistical analysis on the current situation and existing problems of brand construction in early education service industry in China. The results show that the overall level of brand building in early education service industry in China is in urgent need of improvement, and the common problem is that the position of brand construction is not clear. In addition, the main problems of brands with different credit grades are different. This paper analyzes the various indexes in the implementation rules of Brand Credit rating in detail. This paper points out the problems existing in each index of the enterprise and puts forward some solutions for the reference of the enterprise. According to a statistical announcement issued by the 5th census, the total number of children aged 0-3 in mainland China is 70 million, of which the number of children aged 0-3 in urban areas is 10.9 million. In Shenzhen, for example, the monthly consumption of children from families with monthly incomes above 2,000 yuan is 552 yuan. The monthly consumption of children in families with a monthly income of more than 5, 000 yuan is 1, 165 yuan. If 30% of each child's monthly consumption is spent on education, The lowest consumption is 150 yuan per month. The early education market is becoming one of the most promising and promising fields in the education industry. The market should be between 2 billion and 10 billion. And it will maintain a growing trend. The behavior of emphasizing publicity rather than brand in the early education service industry in China for a long time has become the main "bottleneck" restricting the further development of the early education service industry in China. Now it is active in the early education enterprises in the Chinese market. Foreign brands account for a large proportion. Industry insiders believe that although there are a large number of early education enterprises in China at present, most of them are mainly at the middle and low end, and the product level is on the low side, and there is no good scale effect on the early education industry in China. There is still a long way to mature. In the future, the development of the early education industry will pay more attention to the training and reserve of talents in the industry, so that the development of the early education industry will not be restricted by the talent bottleneck. Government departments and trade associations should carry out special training for industrial personnel in the early education industry, introduce overseas industry experts and other projects; they will pay close attention to the establishment and perfection of industry management norms. The early education industry involves the length of the industrial chain and the construction of relevant legal and regulatory systems. And gradually change the status quo of product standardization in the whole early education industry. In recent years, some big brands at home and abroad have occupied a certain market and position, and expanded to the second and third tier cities. Many local early education institutions, large and small, have also come to share this piece of soup. Through the brand credit rating and analysis of the early education service industry, we can clearly realize the problems existing in the brand construction of the early education service industry in our country at present. The solution and its development direction do not provide reference for investors to make investment decision of early education service brand.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;F719

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