本论文以苏州新虹艺为例，系统观察了其品牌的宏观战略环境和行业战略环境中
的市场机会及市场风险，深刻分析了新虹艺品牌在苏州市场的主要竞争对手及其战略
优势和劣势，并与新虹艺品牌自身的优势和劣势相比较，以此探索新虹艺品牌战略的
基本思路。本研究通过问卷调查法为制定新虹艺品牌战略找到了必要的理论和实践依
据
针对上述市场环境的具体情况和内部条件，结合公司的战略资源和经营专长，
本研究为新虹艺构建出一套完整的品牌战略来引导其在一个战略期内的持续发展。具
体包括品牌的战略定位、品牌战略目标、品牌识别系统、战略实施方案、以及品牌战
略实施的保障系统
本研究不仅为新虹艺的品牌建设指明了战略方向、战略目标以及实现目标的途径
和方法，有利于该品牌的健康发展，而且对其他少儿培训机构如何制定品牌战略乃至
如何从战略高度引导整个少儿培训行业的健康发展，也具有一定的启示和借鉴作用
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关键词：品牌品牌战略 新虹艺
作者：黄萍
指导老师：钟旭东
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Research On Brand Strategy of Suzhou New Hong Yi
Abstract
Currently, there are not only huge business opportunities and interests in kid’s art
education market, but also severe threats and challenges. This essay takes Suzhou New
Hong Yi Creative Art Studio as an example and systematically monitors the market
opportunities and risks in the brand’s macro and industry strategic environment. Besides, it
deeply analyses New Hong Yi ’s key competitors in Suzhou and their strategic advantages
and disadvantages, and a comparison to the strengths and weakness of New Hong Yi itself
has also been made so as to explore the basic principle of New Hong Yi’s brand strategy.
Through questionnaire survey, this research has found the necessary theoretical and
practical basis to develop New Hong Yi’s brand strategy. According to the market
environment and internal conditions of the above-mentioned market and in combination
with the company’s strategic resources and management specialty, this research helps New
Hong Yi to build a brand strategy which leads it to a sustained and rapid development
during the strategic period. Specifically, it includes a brand’s strategic positioning, strategic
target, brand identity system, strategy implementation program and its support system.
This research not only points out the strategic direction, goals for New Hong Yi as well as
the approaches and methods to achieve these goals, which are beneficial to the brand’s
healthy development, but also shed light on how other kids training institutions would
establish their brand strategy and even how to lead the whole industry to a sound
development in a strategic way.
Keywords: Brand Brand Strategy New Hong Yi
Written by：Ping Huang
Supervised by：Xudong Zhong
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目 录
第一章 绪 论 .......1
一、选题背景及意义........1
（一）研究背景.1
（二）本文研究的实践意义.....3
二、研究内容与方法........5
（一）研究内容.5
（二）研究方法.6
第二章 相关理论及文献综述 .......7
一、相关理论........7
（一）品牌概述.7
（二）品牌战略管理.....7
二、文献综述........9
第三章 新虹艺品牌战略现状及问题.....12
一、历程及长远规划......12
二、现状..13
（一）确定品类...........14
（二）选择市场定位...15
（三）提升品质...........15
（四）进行传播...........15
三、新虹艺品牌战略中存在的问题及原因......16
（一）问题.......16
（二）原因.......18
第四章 新虹艺品牌的战略环境分析.....19
一、SW 分析.......19
（一）优势.......19
（二）劣势.......20
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二、OT 分析........20
（一）机会.......20
（二）威胁.......22
第五章 新虹艺品牌的目标市场调查分析.........27
一、家长调查......27
（一）家长区域选择调查分析....
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