联系我们

论文查询结果	返回搜索

论文编号：	11201
作者编号：	2220140620
上传时间：	2019/12/9 10:41:45
中文题目：	塔斯曼微留学品牌建设研究
英文题目：	Customer-Based Brand Equity Development Study on Tasman Education
指导老师：	白长虹
中文关键字：	微留学;品牌识别;品牌响应;品牌含义;品牌关系;品牌建设
英文关键字：	Short-term oversea study trips;Brand Identity;Brand Meaning;Brand Responses;Brand Relationships;Brand Building
中文摘要：	当前家长和孩子日益增长的对高质量教育的需求和教育不平衡不充分的发 展之间的矛盾是中国教育的主要矛盾，尤其是在当前中国经济高速发展的背景 下，互联网技术得到不断普及和应用的情境下，这种需求的增长是非常快速的。 在这种背景下出现了留学低龄化的现象，但是更多的家庭因为孩子年龄尚小， 无法在义务教育阶段选择长期出国留学，于是出现了留学短期化的现象。短期 留学(文中简称微留学)不是普通意义上的游学，而是真正进入到海外的正规 学校，拿到入学许可，按照年龄分别插班上课，和当地孩子学习当地的课程。 申请流程、形式和留学是一样的，时间可以是 2 周到一年。 2014 年 3 月，塔斯曼教育在此背景下创立，并且成为微留学产品国内的开 创者，提供微留学和留学服务。经过五年的发展，目前，塔斯曼教育已经进入 品牌创建阶段，需要一套整合的品牌创建策略帮助企业的发展更上一个台阶。 本文根据凯文凯勒品牌资产模型提出的四步模型理论，通过采用描述性研 究法和实地调研法对塔斯曼当前的品牌资产现状进行了分析，分析出当前塔斯 曼品牌建设的优势、劣势和改进方案，针对塔斯曼产品特点和当前市场信任危 机的特点，本文认为，塔斯曼应该着力做好产品功效的持续开发和显著度。在 中国当前的市场背景下，销售塔斯曼微留学产品，可以从共鸣开始，然后依次 是感受、反馈、形象、功效和显著性，从而形成良性的销售循环;企业形象建 设中应加入企业文化建设的元素。
英文摘要：	Nowadays the major contradiction in educational sphere is between Chinese parents’ and their children’s increasing demand for high-quality education and the unbalanced and inadequate development of the current education system. Especially, in the context of China’s robust economic growth and the widespread application of the Internet and new technologies, the demand for high-quality education has been increasing invigoratingly in the recent years. In this context, the age at which these parents choose to send their children to study oversea has extended to adolescence. However, many families are not able to make this choice due to their children’s young age and Chinese citizens’ obligation to attend the nine-year compulsory education. Therefore, short-term oversea study trips during school holidays in China have become a popular alternative. Wei Liu Xue, the short-term oversea study trips must be differentiated from You Xue, the oversea educational tours, in which students travel to foreign countries to visit famous universities. In contrary, Wei Liu Xue, the short-term oversea study trips allow students to get the offer from an oversea school, formally enroll in the course and study with local students. The application procedures of the study are the same as the application for studying abroad. Moreover, the term of the study trip could be more flexible. The period of time could be as short as two weeks to as long as one year. In March 2014, Tasman Education Consulting LTD. was founded. It was the first company which initiated the service of short-term oversea study trips in China and invented this new segment in the oversea education market. After the development of the last five years, Tasman Education Consulting LTD. has entered the stage of brand building. To achieve Tasman’s long-term goals for its success, it is crucial to develop a set of strategies for the integrated brand building. This thesis is written for this practical aim as well as the engagement with brand building theories. This research uses descriptive research method and qualitative field research method. It analyzes the Customer-Based Brand Equity Model (CBBE), which was established by Kevin Keller in 2001. It analyzes the current status of the brand building process of Tasman Education Consulting LTD., a company which is located in Tianjin (China) and Auckland (New Zealand), and made a breakthrough in the market segment of short-term oversea study trips in China. This research finds out the advantages and disadvantages of Tasman Education’s current brand building strategies, and develops an improvement plan for this company. Based on the analysis of the characteristics of Tasman's products and the trust crisis that is pervasive in current market, this research proposes that the continuing development of the functions of the products and the better design of the brand communication are the two strategies which are crucial to Tasman Education’s brand building; Due to the Chinese market’s special characteristics, Tasman Education Consulting LTD. achieved the six modules of Keller’s CBBE model, however, in the reverse consequence. It achieved the resonance with the customers which was the last step in CBBE model, then the process was followed by judgements and feelings, performance, images and salience; Tasman Education Consulting LTD. added the elements of corporate culture into the CBBE model.
查看全文：	预览  下载(下载需要进行登录)