论文总字数：18938字

摘 要

现如今，教育培训市场火爆，无论是成人还是小孩都是需求个体，组成了一个庞大的教育培训市场。越来越多的人认为教育培训业是21世纪最朝阳产业之一。培训产业利润逐年稳步增长，机构规模不断扩大，但质量参差不齐。培训行业是一个非常诱人的行业，培训业正以每年30%以上的速度迅速增长，行业整体发展速度增长快。随着我国对外开放的不断扩大和国际地位的显著提高，英语作为世界上最广泛使用的语言和重要的交际工具，越来越得到人们的重视，因此，英语培训机构也得到越来越多的学生和从事相关工作的职员的重视。英语培训机构也在中国市场上片地开花，行业内的竞争也越来越激烈。英语培训机构也从数量型向质量型进行转变，消费者也越来越重视培训机构的服务体验和机构的品牌，如何通过建设和维护自己的品牌，在市场上占据有利地位，成为很多培训机构面对的实际问题和考验。

本文通过对南京华尔街英语培训机构的探究，深入分析华尔街英语培训机构品牌建设的现状和存在的问题，结合自身资源条件和竞争对手对华尔街英语品牌建设进行机会分析，从而提出从品牌再定位和品牌延伸这两大方面进行品牌的建设和维护。本文共分为五部分，第一部分是华尔街英语培训机构品牌建设的背景及对其进行研究的意义和方法；第二部分是品牌建设的相关理论分析，介绍了品牌、品牌建设和品牌策略的理论；第三部分是对华尔街英语培训机构资源条件、业务体系、品牌建设模式、品牌的知名度和美誉度发展现状的分析，并提出现今所面临的问题为扩张速度慢、人才配备不完善、售后服务差、市场推广力度不够、企业规划薄弱，业务范围较小。第四部分是针对现今面临的问题，从扩充业务范围、进行品牌多方位传播、培养顾客忠诚度、加强内部管理这几个方面提出具体的品牌策略及解决方法。本文最后一部分是结论，主要是概括本文的内容和观点。

关键词：华尔街英语；品牌建设；品牌策略

Research on Brand Construction Strategy of Wall Street English Training Organization

Abstract

Today, the education and training market is hot, both adults and children are the needs of individuals, formed a huge education and training market. More and more people believe that education and training industry is one of the most sunrise industries in the 21st century. Training industry profits steadily increased year by year, institutions have been expanding, but the quality varies. Training industry is a very attractive industry, the training industry is more than 30% per year the rate of rapid growth, the industry"s overall growth rate of fast growth. With the rapid development of China"s opening to the outside world and the improvement of its international status, English has become the most widely used language and important communication tool in the world. As a result, English training institutions are receiving more and more attentions. Students and staff engaged in the work of attention. English training institutions are also in the Chinese market to blossom, the industry"s competition has become increasingly fierce. English training institutions from the quantitative to quality-oriented to change, consumers are more and more attention to the training of service experience and institutions of the brand, how to build and maintain their own brands in the market to gain a favorable position, as many training institutions The face of practical problems and tests.

In this paper, the English training institutions in Nanjing Wall Street, in-depth analysis of Wall Street English training institutions brand building status and problems, combined with their own resources and competitions on the Wall Street English brand building opportunities analysis, which proposed from the brand re-positioning and brand Extension of these two aspects of brand building and maintenance. This part is divided into five parts, the first part is the background of Wall Street English training institutions brand building and its significance and methods; The second part is related to brand building theory analysis, introduces the brand, brand building and brand strategy theory ; The third part is the analysis of the resource conditions, business system, brand building model, brand awareness and reputation of Wall Street English training institutions, and puts forward the problems that the market faces are: small market share, weak teachers, . The fourth part is to address the current problems facing, from brand building, brand communication, brand maintenance three aspects of the corresponding brand strategy and solutions. The last part of this paper is the conclusion, mainly summarize the content and viewpoints of this paper.

Keywords: Wall Street English; brand building; brand strategy

目录

摘要 I

Abstract II

第一章 绪论 1

1.1选题背景与研究意义 1

1.2研究的内容 1

1.3研究方法与论文框架 1

1.3.1研究方法 1

1.3.2论文框架 2

第二章 文献综述 3

2.1品牌的概念 3

2.2品牌建设相关理论 3

2.3品牌策略相关理论 4

第三章 华尔街英语培训机构品牌建设现状分析 5

3.1基本背景介绍 5

3.1.1资源条件 5

3.1.2业务体系 6

3.2华尔街英语培训机构品牌建设现状 6

3.2.1华尔街英语品牌线下建设现状 6

3.2.2华尔街英语品牌线上建设现状 7

3.3华尔街英语培训机构品牌建设的问题与原因分析 7

3.3.1扩张速度慢 7

3.3.2人才配备不完善 7

3.3.3售后服务差 8

3.3.4市场推广力度不够 8

3.3.5企业规划薄弱，业务范围较小 8

3.4本章小结 8

第四章 华尔街英语培训机构品牌建设问题解决方案 9

4.1进行企业规划，扩充业务范围 9

4.1.1迎合市场需求，扩充业务范围 9

4.1.2 提高办学质量，扩大招生范围 9

4.1.3提高师资力量 10

4.2加强品牌推广力度，进行品牌多方位传播 10

4.2.1人际传播 10

4.2.2口碑传播 10

4.2.3公共关系传播 11

4.2.4大众广告传播 11

4.2.5销售促进传播 11

4.3提高服务质量，培养顾客忠诚度 11

4.3.1持续提高办学质量 11

4.3.2制定自己的标准，培养顾客忠诚度 12

4.4加强内部管理，减少人才流失 12

第五章 结论 13

致谢 14

参考文献 15

第一章 绪论

1.1选题背景与研究意义

购买者在选择商品时，大多会选择有品牌的商品，因为有品牌的商品不仅在商品质量上给予购买者的消费保障，也满足了购买者在购买商品时的愉悦感，在心里上对产品产生满足感和可靠感。品牌时企业对购买者的消费承诺，品牌是告诉购买者他们所购买的商品，以及在购买该商品时所享受到的服务是源自于哪家企业，商品的质量和服务的好坏都是与品牌给予购买者的信用相挂钩。对于企业来说，品牌是企业巨大的财富，它意味着企业客户对企业的忠诚度，也是稳定企业客户群的关键，是为企业提供持久、恒定的利益的长远渠道。

近年来，我国英语培训机构如雨后春笋一样不断增加，市场竞争也随之不断加剧，很多英语培训机构在激烈的市场竞争中只能存在短短几年的时间就销声匿迹，那华尔街英语培训机构如何能做到长久不衰，让更多人知晓和信赖，要依靠什么样的品牌建设策略才能在激烈的竞争中立而不败？本文对南京华尔街英语培训机构的品牌建设策略进行研究，并对华尔街英语培训机构品牌建设中存在的问题和不足提供相应的建议。

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