民营非学历高管培训机构的品牌营销策略研究

发布时间：2018-01-12 04:08

本文关键词：民营非学历高管培训机构的品牌营销策略研究　出处：《西南交通大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着我国社会经济的不断发展,企业对高级管理人才的需求也越来越大。高管培训作为培养企业高级管理人才,提升企业管理水平与经营绩效的有效手段,逐渐受到了企业的认可与重视。同时,高管培训也在培养具有先进管理理念的现代企业高级管理人才方面发挥了巨大的作用,有力地推进了我国企业的发展与经济建设。特别在我国市场经济的不断深化中,高管培训作为帮助企业快速应对市场环境变化,有效提升企业核心竞争力的重要环节,而备受重视并得到了长足发展。在我国,高管培训分为学历与非学历两种,学历培训即为大学所开办的MBA、MPA以及其他在职硕士,非学历培训为大学、民营机构或其他社会团体举办的各类培训班、游学考察、企业内训等。在当前的新形势下,由于企业对管理者学历要求的进一步放低,而企业管理者对培训的实操性以及形式的灵活性提出了更高的要求,因此越来越多的企业管理者选择非学历的高管培训。从全国范围来看,举办非学历高管培训的单位主要有大学、民营机构、党政机关、商协会以及专业研究单位等。而非学历高管培训的低门槛、高收入,也将吸引更多的竞争者。然而,由于我国非学历高管培训起步晚,因此,绝大多数的非学历高管培训单位都缺乏品牌意识,没有完善的品牌建设体系,品牌价值较低,更难以进行有效的品牌传播,致使其在竞争日益激烈的市场环境中,生存越来越艰难。特别是民营机构,这一困境尤为突出。因此,从实际出发,探寻民营非学历高管培训机构的品牌营销策略对于改善生存现状,促进长远发展具有重大的意义。本论文从民营非学历高管培训的现状出发,强调民营非学历高管培训的品牌打造与传播策略。探讨路径为：第一,深入分析在新的市场环境中品牌打造的目的和意义,并站在民营非学历高管培训机构的角度,阐释品牌打造的现实价值；第二,论文以百泉教育的品牌营销为例,以现实价值最大化为出发点,分析民营非学历高管培训机构品牌构建中的特点与核心问题,探讨品牌营销中的策略与方法。论文以品牌的战略、品牌的发展和品牌的传播为基础,围绕品牌营销的各个环节进行分析与阐述,找出民营非学历高管培训机构品牌营销的核心思想和具体操作方法。
[Abstract]:With the development of social economy in our country, the demand for senior management personnel is also increasing. Executive training is an effective means to train senior management talents and improve the management level and management performance of enterprises. At the same time, executive training has played a great role in training modern enterprise senior management talents with advanced management concept. Especially in the deepening of our market economy, executive training is to help enterprises to quickly cope with the changes in the market environment. In our country, executive training can be divided into two kinds: academic degree and non-academic degree. Education training is the MBA of university. MPA and other in-service masters, non-academic training for universities, private institutions or other social groups organized various training courses, study tours, in-company training, etc. In the current new situation. Because of the further lowering of the requirements of the managers' academic qualifications, the managers of the enterprises put forward higher requirements for the practical training and the flexibility of the forms. Therefore, more and more enterprise managers choose non-academic executive training. From a nationwide perspective, the organization of non-academic executive training is mainly university, private institutions, party and government organs. The low threshold and high income of non-academic executive training will attract more competitors. However, due to the late start of non-academic executive training in China. Most non-academic executive training units are lack of brand awareness, there is no perfect brand building system, brand value is low, more difficult to carry out effective brand communication. As a result, it is more and more difficult to survive in the increasingly competitive market environment. Especially private organizations, this dilemma is particularly prominent. Therefore, from the reality. It is of great significance to explore the brand marketing strategy of private non-academic executive training institutions for improving the status quo of survival and promoting long-term development. This paper starts from the current situation of private non-academic executive training. Emphasis on the private non-academic executive training brand building and dissemination strategy. The approach is: first, in-depth analysis of the purpose and significance of brand building in the new market environment. And from the perspective of private non-academic executive training institutions, to explain the practical value of brand building; Secondly, the thesis takes the brand marketing of Baiquan education as an example, and analyzes the characteristics and core problems in the brand construction of non-academic executive training institutions by taking the realistic value maximization as the starting point. On the basis of brand strategy, brand development and brand communication, this paper analyzes and expounds every link of brand marketing. Find out the private non-academic executive training institutions brand marketing core ideas and specific operating methods.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F274

【参考文献】