本文關(guān)鍵詞：民營非學(xué)歷高管培訓(xùn)機(jī)構(gòu)的品牌營銷策略研究　出處：《西南交通大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

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【摘要】：隨著我國社會經(jīng)濟(jì)的不斷發(fā)展,企業(yè)對高級管理人才的需求也越來越大。高管培訓(xùn)作為培養(yǎng)企業(yè)高級管理人才,提升企業(yè)管理水平與經(jīng)營績效的有效手段,逐漸受到了企業(yè)的認(rèn)可與重視。同時(shí),高管培訓(xùn)也在培養(yǎng)具有先進(jìn)管理理念的現(xiàn)代企業(yè)高級管理人才方面發(fā)揮了巨大的作用,有力地推進(jìn)了我國企業(yè)的發(fā)展與經(jīng)濟(jì)建設(shè)。特別在我國市場經(jīng)濟(jì)的不斷深化中,高管培訓(xùn)作為幫助企業(yè)快速應(yīng)對市場環(huán)境變化,有效提升企業(yè)核心競爭力的重要環(huán)節(jié),而備受重視并得到了長足發(fā)展。在我國,高管培訓(xùn)分為學(xué)歷與非學(xué)歷兩種,學(xué)歷培訓(xùn)即為大學(xué)所開辦的MBA、MPA以及其他在職碩士,非學(xué)歷培訓(xùn)為大學(xué)、民營機(jī)構(gòu)或其他社會團(tuán)體舉辦的各類培訓(xùn)班、游學(xué)考察、企業(yè)內(nèi)訓(xùn)等。在當(dāng)前的新形勢下,由于企業(yè)對管理者學(xué)歷要求的進(jìn)一步放低,而企業(yè)管理者對培訓(xùn)的實(shí)操性以及形式的靈活性提出了更高的要求,因此越來越多的企業(yè)管理者選擇非學(xué)歷的高管培訓(xùn)。從全國范圍來看,舉辦非學(xué)歷高管培訓(xùn)的單位主要有大學(xué)、民營機(jī)構(gòu)、黨政機(jī)關(guān)、商協(xié)會以及專業(yè)研究單位等。而非學(xué)歷高管培訓(xùn)的低門檻、高收入,也將吸引更多的競爭者。然而,由于我國非學(xué)歷高管培訓(xùn)起步晚,因此,絕大多數(shù)的非學(xué)歷高管培訓(xùn)單位都缺乏品牌意識,沒有完善的品牌建設(shè)體系,品牌價(jià)值較低,更難以進(jìn)行有效的品牌傳播,致使其在競爭日益激烈的市場環(huán)境中,生存越來越艱難。特別是民營機(jī)構(gòu),這一困境尤為突出。因此,從實(shí)際出發(fā),探尋民營非學(xué)歷高管培訓(xùn)機(jī)構(gòu)的品牌營銷策略對于改善生存現(xiàn)狀,促進(jìn)長遠(yuǎn)發(fā)展具有重大的意義。本論文從民營非學(xué)歷高管培訓(xùn)的現(xiàn)狀出發(fā),強(qiáng)調(diào)民營非學(xué)歷高管培訓(xùn)的品牌打造與傳播策略。探討路徑為：第一,深入分析在新的市場環(huán)境中品牌打造的目的和意義,并站在民營非學(xué)歷高管培訓(xùn)機(jī)構(gòu)的角度,闡釋品牌打造的現(xiàn)實(shí)價(jià)值；第二,論文以百泉教育的品牌營銷為例,以現(xiàn)實(shí)價(jià)值最大化為出發(fā)點(diǎn),分析民營非學(xué)歷高管培訓(xùn)機(jī)構(gòu)品牌構(gòu)建中的特點(diǎn)與核心問題,探討品牌營銷中的策略與方法。論文以品牌的戰(zhàn)略、品牌的發(fā)展和品牌的傳播為基礎(chǔ),圍繞品牌營銷的各個環(huán)節(jié)進(jìn)行分析與闡述,找出民營非學(xué)歷高管培訓(xùn)機(jī)構(gòu)品牌營銷的核心思想和具體操作方法。
[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.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F274

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