导　　师： 张传忠

学科专业： 120202

授予学位： 硕士

作　　者： ;

机构地区： 暨南大学

摘　　要： 中国教育的产业化、国际化发展,使教育培训业得到了空前的发展。教育培训被认为是最有价值的投资项目,为全球的战略投资家所推崇。随着国内教育培训机构的逐渐增多,国外著名教育培训集团纷纷进入国内教育市场,势必使中国的教育培训市场的竞争更加激烈。 单纯的用广告宣传营销,已经不足以打动消费者。当代的教育已经开始向产业化转变,这其间品牌的管理以及营销传播,显得更为重要。怎么样才能建立人们对一个教育机构品牌的认同感,这其中远远不是一个品牌的知名度所能做到的。 通过对中国目前的教育培训市场品牌营销方面文献参考、实际案例研究、权威的门户网站资料搜集、调研实践等,对当前国内外的教育培训机构品牌营销现状进行研究探析,结合菲利普。科特勒针对教育机构的营销理论和舒尔兹提出整合营销,提出教育培训机构应具备的各种品牌营销意识、战略、策略和方法,由此整合出民营教育机构品牌营销十一个步骤。 The China's education and training industry has undergone an unprecedented development with its industrialization and international development process.Education and training business has been considered the most valuable investment projects for global strategic investors.The competition of China's education and training market are becoming more intensive as the number of education and training institutions increases,famous foreign educational groups enter the domestic education market one after another. Marketing promotion by simple advertising alone is unable to impress and attract consumers successful.Brand management and marketing communication have become more important as contemporary education begins the transition of industrialization.How to establish a good brand identity for an educational institution is far beyond a brand's awareness alone can do. By reference to current brand marketing literature of education and training business in China's,also through actual case studies,data collection from authoritative web site and practical investigation,the thesis has researched the status quo of brand marketing of educational institutions at home and abroad.Combined with Philip Kotler's marketing theory for educational institutions and Integrated Marketing theory from DonSchultZ's,the thesis suggest that the education and training institutions should have a variety of awareness,strategy, tactics and methods for brand marketing,therefore a integrated 11 steps brand marketing method for private educational institutions is put forward.

关 键 词： 民营 教育机构 品牌 营销

分 类 号： [G522.74]

领　　域： [文化科学] [文化科学]