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论文编号：	14899
作者编号：	2320224150
上传时间：	2024/12/5 19:37:11
中文题目：	"LD"教育培训学校品牌策略优化研究
英文题目：	“LD” education and Training School brand strategy optimization research
指导老师：	胡望斌
中文关键字：	品牌优化策略;非营利性校外培训学校;品牌策略保障;品牌价值
英文关键字：	Brand optimization strategy;Non-profit off-campus training school;Brand strategy guarantee;Brand value
中文摘要：	随着我国综合实力的不断提升，人民生活水平日益提高，父母对孩子的教育越来越重视，知识经济与人口红利促使校外培训行业蓬勃发展。为了规范校 外培训行业的行为、更加符合国家发展需要，在 2021年7月，中共中央办公厅、 国务院办公厅印发了《关于进一步减轻义务教育阶段学生作业负担和校外培训负担的意见》，由于校外培训需求依然存在，为了符合政策要求，义务教育阶段校外培训机构纷纷转型为非营利性校外培训学校，此类学校的品牌建设还处于初级阶段，为了提高非营利性校外培训学校的影响力与核心竞争力，应将品牌 建设摆在首位。 本文以“LD”教育培训学校为例，基于其所处的宏微观环境，自身优势、劣势、机会与威胁及消费者画像，对品牌现状进行深入分析，梳理出品牌建设过程中品牌定位不清晰、品牌辨识度低、品牌传播效用不明显、品牌延伸不足、品牌体验不完善等问题，并针对这些问题提出切实可行的品牌优化策略。 “LD”教育培训学校的品牌优化策略从五个方面展开。首先是品牌定位策略，从属性和利益、客户、竞争对手三个角度出发提出 9 个品牌定位，加深消费者对品牌的印象。其次是品牌形象策略，通过分析不同年龄段学生的身心发展特点，优化品牌 IP 形象名称，利用短片展现产品使用场景增强消费者对品牌的认知。第三是品牌传播策略，通过完善非媒体传播渠道和打造新媒体矩阵传播，形成有效传播并进一步扩大品牌知名度。第四是品牌延伸策略，利用产品线延伸策略以及产品类别延伸策略提升母品牌价值，巩固自身市场地位，吸引不同细分市场的消费者。第五是品牌体验策略，分别从感官体验、情感体验、行动体验三个角度进行优化，提供一致且高质量的品牌体验，与消费者建立更深层次的情感联系，从而在竞争激烈的市场中脱颖而出。 为了保障品牌优化策略的顺利实施，本文提出了组织保障、人员保障和质量保障的相关措施。组织保障包括完善品牌管理架构、加强企业文化建设、打 造全流程品牌管理；人员保障包括建设品牌发展人才队伍、品牌工作与人员激 励相结合、优化专业人员常规培训；质量保障则包括教学质量保障、产品质量 保障以及服务质量保障。? ? ? ? 综上所述，本文的研究成果对于“LD”教育培训学校构建差异化竞争优势及扩大市场影响力、提升品牌价值具有重要意义。品牌优化策略的实施有助于 树立行业标杆，为非营利性校外学科培训学校的品牌建设提供参考。
英文摘要：	With the continuous improvement of our country's comprehensive strength, People's living standards are improving day by day, parents pay more and more attention to their children's education. In order to regulate the conduct of the off-campus training industry and better meet the country's development needs, in July 2021, the General Office of the Communist Party of China and State Council General Office issued the “Opinions on further reducing the workload of compulsory education students and the burden of off-campus training”. As off-campus training needs still exist, to comply with the policy, compulsory education off-campus training institutions are turning into non-profit off-campus training schools, whose brand-building is still in its infancy, in order to improve the influence and core competitiveness of non-profit off-campus training schools, brand building should be put in the first place. This thesis takes“LD” education and Training School as an example, based on its macro and micro environment, its own advantages, disadvantages, opportunities and threats and consumer portraits, to conduct in-depth analysis of the status quo of the brand, the problems in the process of brand construction, such as unclear brand positioning, low brand identification, low brand communication effectiveness, insufficient brand extension and imperfect brand experience, were sorted out, and in view of these problems put forward feasible brand optimization strategy. “LD” education and Training School brand optimization strategy from five aspects. The first is the brand positioning strategy, from the attributes and interests, users, competitors from the three points of view of the proposed 9 brand positioning, deepen consumer impression of the brand. The second is the brand image strategy, by analyzing the physical and mental development of students of different ages, optimize the brand IP image name, use video to show the use of products to enhance consumer awareness of the brand. The third is the brand communication strategy, through improving non-media communication channels and building new media matrix to form effective communication and further expand brand awareness. The fourth is thebrand extension strategy, the use of product line extension strategy and product category extension strategy to enhance the value of the parent brand, consolidate its market position, to attract consumers in different segments of the market. The fifth is the brand experience strategy, respectively from the sensory experience, emotional experience, action experience of the three angles to optimize, to provide a consistent and high-quality brand experience, and establish a deeper emotional relationship with consumers, to stand out in a competitive market. In order to ensure the smooth implementation of brand optimization strategy, this thesis proposes relevant measures for organizational support, personnel support, and quality support.izational support includes improving the brand management structure, strengthening corporate culture construction, and creating a full-process brand management. Personnel support includes building a brand development talent team, brand work with personnel incentives, and optimizing regular training for professionals. Quality support includes teaching quality support, product quality support, and service quality support. To sum up, the research results of this thesis are of great significance for LD schools to build differentiated competitive advantage, expand market influence and enhance brand value. The implementation of brand optimization strategy is helpful to set up industry benchmark and provide reference for the brand construction of non-profit training schools.
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