关键词:中小学辅导机构;SWOT;五力模型;品牌推广;市场营销
Abstract
Education at home and abroad to flourish promote the rise of China&39;s private education
industry, brand promotion of private educational institutions to promote the formation an
important means of differentiation and the development of training institutions. A
EDUCATION COMMUNITY as a private training institutions, for primary and secondary
school tutoring training institutions,the branding strategy is a very important part. A
EDUCATION COMMUNITY has strengths and weaknesses and the external environment
through the use of the SWOT and five forces model analysis, where the draw brand
positioning. Entrance of the market,price, channel, brand,quality, taste and value-added
services to the seven aspects to build on the A EDUCATION COMMUNITY&39;S core
competitiveness put forward their own views. Enterprises own the actual situation and the
external environment analysis and recommendations, to make good discriminatoiy prices
suited to their actual accurate positioning and market demand: in the examination-oriented,
college entrance examination student achievement levels moderate candidates; according to
the form of services and service image,chain model of strategic pricing; choose Direct
moderate expansion, the Shenzhen region as a foothold, important cities in the Pearl River
Delta radiation; excellence reputation to secure broad support to establish an intimate
relationship, enhance the customer experience of the brand image; build their own teaching
service students living outside the teaching and innovative teaching mode, expand,
psychological,moral cultivation; addition to the focus on improving student achievement,
prestigious examination, to qualify, the focus on students learning,to enable students to fUn,
entertaining; through college entrance situation analysis and reporting volunteer public
lecture opened holidays A EDUCATION COMMUNITY into community interaction in the
community activities, rich brand image, enhance the sense of the customer experience;
positioned to become one in the area has a certain reputation counseling training institutions
by more than seven . The five marketing tool for accurate positioning, media advertising,
school promotion, telephone marketing, conference marketing, network marketing as the
core brand promotion,brand rooted in the minds of consumers, and the completion of the
building and promotion of brand differentiation.
Key words: Primary and secondary school counseling agencies; SWOT; five forces model;
branding; marketing
第1章绪论
1.1研究背景
研究中小学辅导培训机构的现状,提升中小学辅导培训机构的品牌核心竞争力,推
广中小学辅导培训机构的品牌,对于蓬勃发展的中小学培训市场和对整个中国的教育
体制都有着深远的影响。中小学辅导培训机构不仅仅是作为课外补充的一种教学过程,
更是一种薪新的教学服务、全新的教学理念和增值的品牌效应等多种因素融合而成的
一个辅导体系。在中国,已经有近10万家各类培训机构在政府相关的管理部门登记在
册,但是除了一些依附于政府、学校组织的培训机构,诸如各级的青少年宫、大学辅
导班等等,民营机构很多品牌只能存在短短的几年就销声匿迹而来。像英语培训的领
导者新东方、中小学辅导的出类拔萃者北大未名等品牌,他们是如何做到长盛不衰的
他们依靠怎样的品牌推广战略做到立于激烈竞争中而不败的这便是我们值得思考的
地方。
从宏观环境来讲,我国教育事业在改革幵放以来得到了蓬勃的发展,1999年开始
的高校扩展浪潮,使得高等教育大众化、普及化和产业化。因此,对中小学教育来说,
又有了新的需求,学生们已经不仅仅是要上大学而且要上好的大学。就在这种情况下,
市场对校外辅导的需求变得更加的迫切,作为学校教育体系的有益补充,中小学生的
课外辅导起着越来越重要的作用。如今,越来越多的学生参加校外辅导,越来越多的
人从事于校外辅导,校外辅导已经对正规的学校教育产生了很大影响,校外辅导行业
也逐渐成为新的教育投资热点,形成了巨大的校外辅导市场。笔者正是在深圳的一家
教育辅导机构A教育社区工作,在校外辅导机构山头林立竞争激烈的背景下,如
何在激烈的市场竞争中避免价格战、脱颖而出,有赖于口碑和品牌的构建,本研究正
是在这样的背景下应运而生。
1.2研究目的和意义
从以上的背景分析中我们可以发现,要在辅导培训机构激烈中脱颖而出,品牌的树
立和推广是一条可循的道路,品牌的推广营销策略已经成为了我国中小学辅导培训机
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