本文選題：南昌新東方 + 品牌營銷策略�。� 參考：《江西財經(jīng)大學(xué)》2017年碩士論文

【摘要】：為了提升企業(yè)競爭力,不斷增加企業(yè)的無形資產(chǎn),國內(nèi)外教育培訓(xùn)機構(gòu)對品牌管理的意識不斷加強。在市場競爭日益激烈的環(huán)境下,教育培訓(xùn)需要走“品牌”發(fā)展之路已成為學(xué)術(shù)界的共識。新形勢下,現(xiàn)代教育培訓(xùn)機構(gòu)尤其是民營機構(gòu)必須順應(yīng)市場競爭規(guī)律,樹立企業(yè)的品牌營銷意識,不斷提升企業(yè)的品牌管理水平,企業(yè)發(fā)展實現(xiàn)由規(guī)模數(shù)量向品牌效益轉(zhuǎn)變。因此,研究和制定企業(yè)的品牌營銷策略顯得十分迫切和重要。南昌新東方語言學(xué)校自成立以來發(fā)展迅猛,品牌知名度也在不斷提升;經(jīng)過多年探索與創(chuàng)新,學(xué)校的課程培訓(xùn)體系涵蓋了中小學(xué)、大學(xué)和在職教育,能夠滿足不同年齡段學(xué)員的需求;但隨著發(fā)展規(guī)模的擴大,學(xué)校在品牌營銷和管理中也存在產(chǎn)品同質(zhì)化嚴(yán)重、忽視品牌管理、營銷推廣策略單一等諸多問題。南昌新東方語言學(xué)校必須認(rèn)清市場競爭形勢,改變粗放的經(jīng)營模式,遵循國內(nèi)教育發(fā)展規(guī)律,提升教學(xué)品質(zhì)和效率,走上一條符合市場經(jīng)濟發(fā)展規(guī)律、擁有自身核心競爭力的品牌發(fā)展之路。本文對南昌新東方語言學(xué)校的宏觀經(jīng)濟環(huán)境和行業(yè)競爭環(huán)境進(jìn)行了深入分析,并運用SWOT方法從內(nèi)外部分析了南昌新東方語言學(xué)校面臨的優(yōu)勢與劣勢、機遇與威脅,通過內(nèi)外部環(huán)境分析發(fā)現(xiàn)南昌新東方語言學(xué)校在品牌營銷中存在一系列問題,如產(chǎn)品同質(zhì)化嚴(yán)重,品牌定位模糊;硬件設(shè)施落后,忽視品牌管理;營銷推廣策略單一,網(wǎng)絡(luò)營銷滯后;品牌服務(wù)意識不強,教學(xué)水平參差不齊。本文在分析南昌新東方語言學(xué)校品牌營銷現(xiàn)狀和存在問題的基礎(chǔ)上,從品牌定位、品牌文化、品牌口碑和品牌服務(wù)四個方面提出了南昌新東方語言學(xué)校品牌營銷策略。為有力支撐和保障南昌新東方語言學(xué)校品牌營銷策略的有效推進(jìn),本文還提出了五項保障措施,包括提升師資隊伍建設(shè)、加大品牌推廣經(jīng)費投入力度、加強服務(wù)和品牌質(zhì)量建設(shè)、制定和完善品牌管理機制、打造專業(yè)的品牌營銷隊伍等。
[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.
【學(xué)位授予單位】：江西財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G522.72

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