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论文编号：	13911
作者编号：	2120213380
上传时间：	2023/6/6 9:54:28
中文题目：	F职教品牌营销策略优化研究
英文题目：	Research on Optimizing Brand Marketing Strategies of F Vocational Education Institutions
指导老师：	胡望斌
中文关键字：	职业教育；品牌策略；品牌营销；教育品牌；营销策略
英文关键字：	Vocational education；Brand strategy；Brand marketing；Education brand；Marketing strategy
中文摘要：	在产业结构升级、就业压力提高等多种因素的影响下，劳动力市场目前存在就业和招工两难的问题。职业教育作为提升职场竞争力和填补人才缺口的重要手段，市场需求持续上升，行业竞争日趋白热化。国家相继出台了一系列的有关政策和措施，促进职业教育行业的改革和发展，推动非学历职业教育走向规范化和市场化。在国家政策的引导以及经济主体需求变化的双重作用下，职业教育行业迎来了全新的发展机会。对职业教育机构而言，品牌影响力已成为其竞争力的重要体现。一个以品牌为核心、产品及服务高质量发展的时代已经来临。企业要在市场上保持竞争优势，赢得消费者的信任，就必须树立品牌意识、制定品牌策略、发挥品牌优势，并朝着品牌化发展的道路前进。因此，有必要对职业教育机构的品牌营销策略进行优化研究。 本文以职业教育行业的代表企业——F职教公司为研究对象，首先回顾了品牌营销相关理论及分析工具，对F职教公司的内外部环境进行了分析，结合对线上用户评论的文本分析，总结出目前F职教公司品牌营销策略存在的问题。在此基础上，从品牌定位、品牌体验、品牌传播三个维度分别制定了F职教公司品牌营销策略优化方案。最后提出了确保优化方案顺利实施的保障措施。通过对F职教公司品牌营销策略进行优化研究，可以帮助F职教公司合理制定品牌营销策略，提升品牌影响力，实现长远发展。也为其他职业教育机构和在线教育机构的品牌营销策略的制定和优化提供了思路和借鉴。 本文得出的结论是：当前F职教公司的品牌营销存在品牌定位不清晰、用户需求被忽视、品牌传播不到位等问题。因此，品牌定位方面要在市场细分、目标市场选择和用户画像分析的基础上，突出品牌核心价值；在品牌体验方面可以利用数字技术、品牌人格化以及价值共创等手段提升用户的参与感，优化品牌体验；品牌传播方面可以通过数据驱动传播内容，媒体渠道整合，加强与用户间的互动等方式提升品牌传播的效果。在策略实施的过程中，F职教公司需要从组织、企业文化、质量三个方面提供相应的保障。
英文摘要：	Under the influence of many factors such as the upgrading of industrial structure and the increase of employment pressure,there is a dilemma between employment and recruitment in the labor market.Vocational education as an important means to improve the competitiveness of the workplace and fill the talent gap,the market demand continues to rise,the industry competition is becoming increasingly fierce.In recent years,the government has introduced a series of relevant policies and measures to promote the reform and development of the vocational education industry,and promote the standardization and marketization of non-academic vocational education. Under the influence of the policy promotion at the top level and the demand change of economic subjects,the vocational education industry has ushered in new development opportunities.For vocational education institutions,brand influence has become an important manifestation of their competitiveness.A brand as the core,products and services of high quality development era has come.In order to stand out in the fierce competition and be trusted by consumers,it is necessary to establish brand awareness,formulate brand strategy,give play to brand advantages,take the road of brand development,and rationally allocate limited resources.Therefore, it is necessary to optimize the brand marketing strategy of vocational education institutions. This research takes F Vocational Education Company, a representative enterprise in the vocational education industry, as the research object. Firstly, it reviews the relevant theories and analysis tools of brand marketing, analyzes the internal and external environment of F Vocational Education Company, and summarizes the existing problems of F Vocational Education Company's brand marketing strategy based on the text analysis of online user comments. On this basis, the brand marketing strategy optimization plan of F Vocational Education Company is developed from three dimensions: brand positioning, brand experience and brand communication. Finally, the safeguard measures to ensure the smooth implementation of the optimization scheme are put forward. By optimizing the brand marketing strategy of F Vocational Education Company, it can help F Vocational Education Company rationally formulate brand marketing strategy, enhance brand influence and achieve long-term development. It also provides ideas and reference for the formulation and optimization of brand marketing strategies of other vocational education institutions and online education institutions. The conclusion of this research is that the brand marketing of F Vocational Education Company has some problems, such as unclear brand positioning, ignored user needs and inadequate brand communication. Therefore, brand positioning should highlight the core value of the brand on the basis of market segmentation, target market selection and user portrait analysis. In terms of brand experience, digital technology, brand personalization and value co-creation can be used to enhance users' sense of participation and optimize brand experience. In terms of brand communication, data-driven communication content, media channel integration, and interaction with users can be used to enhance the effect of brand communication. In the process of strategy implementation, F vocational education company needs to provide corresponding guarantees from three aspects: organization, corporate culture and quality.
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