自上世纪九十年代台湾学者王财贵首次提出“儿童读经”教育理念以来，在 全球华人圈及大陆兴起读经热潮。读经私塾在全球如雨后春笋般出现，读经私塾 是相对于现在体制教育的一种探索，弥补了现代教育体系中传统文化教育的不 足。虽然大量涌现的读经私塾代表了人们对现代教育的理念转变，但是这些读经 私塾各有差异，社会对读经私塾也存在爭议。读经私塾如何与现行教育模式相融 合，读经私塾如何更规范发展是读经私塾面临的重要問題。同时也是本研究的对 象。 本文首先概述读经私塾教育发展的起因与现状，分析读经私塾在发展过程中 存在的问题，提出用品牌战略来解决问题的思路。综述品牌与战略以及教育管理 的概念，运用品牌目标说明实施品牌战略的必要性，再以SWOT态势矩阵分析读 经私塾实施品牌战略的可行性。提出读经私塾品牌核心竞争力的概念，利用品牌 形象和品牌传播来提升品牌竞争力的措施，从而用品牌战略的思路最终实现读 经私塾的可持续发展。 关键词：H读经私塾品牌战略SWOT分析 明理工大学专业学位硕士学位论文H私塾品牌战略研究 II Abstract The“H”privateschoolistakenandstudiedasacaseinthispaper.Fromthe perspectiveofbrandstrategicmanagement,thebrandpositioninganddevelopment prospectsofprivateschoolsisdiscussedontherelevanttheoriesofstrategic managementinthispaper.Thatistoexploretheenlightenmentoftheprivateschool ofreadingclassicsonthereformofbasiceducation.Thispaperfollowssucha thinkingofwriting. Firstly,theoriginandcurrentsituationofthedevelopmentofConfucianclassics readingeducationissummarizedinthispaper.Theproblemsexistinginthe developmentofthepeivateschoolisanalyzed,andtheideaofusingbrandstrategyto solvetheproblemsisputforwardinthepaper. Secondly,theconnotationofbrandandthemeaningofbrandstrategyis introduced,thenecessityofimplementingbrandstrategywithbrandvalueis explained,andthefeasibilityofimplementingbrandstrategywithSWOTisanalyzed inthispaper. Thirdly,theideasandmethodsofbrandstrategicmanagementwhichisusedto studythebrandpositioningoftheprivateschoolisstudied,andthenecessityofbrand cultureconstructionisdemonstratedfromdifferentaspectsinthispaper. Finally,onthebasisoftheaboveanalysisanddemonstration,theconceptofthe brandcompetitivenessoftheprivateschoolofreadingclassicsisputforwardinthis paper,Thesustainabledevelopmentoftheprivateschoolofreadingclassicswas realizedwiththebrandstrategyinthispaper. Keywords:privateschoolofreadingclassicsbrandstrategySWOTanalyise 明理工大学专业学位硕士学位论文H私塾品牌战略研究 i 目录 摘要..........................................................................................................................II Abstract......................................................................................................................II 第一章绪论..................................................................................................................1 1.1研究背景与意义.............................................................................................1 1.1.1研究背景..............................................................................................1 1.1.2研究意义..............................................................................................2 1.2研究内容与技术路线......................................................................................3 1.2.1研究内容...............................................................................................3 1.2.2技术路线...............................................................................................4 1.3研究方法与创新点.........................................................................................4 1.3.1研究方法..............................................................................................4 1.3.2主要创新点..........................................................................................5 第二章文献综述及理论基础......................................................................................6 2.1文献综述.........................................................................................................6 2.1.1关于私塾方面......................................................................................6 2.1.2关于品牌方面......................................................................................8 2.1.3关于战略方面......................................................................................9 2.1.4文献述评............................................................................................10 2.2理论基础........................................................................................................11 2.2.1企业战略理论....................................................................................11 2.2.2品牌战略理论....................................................................................12 2.2.3品牌营销理论....................................................................................14 2.2.4战略分析工具理论............................................................................14 第三章H私塾品牌现状及调查.................................................................................16 3.1H私塾简介....................................................................................................16 3.1.1师资力量............................................................................................16 3.1.2生源情况............................................................................................17 3.1.3课程设置............................................................................................17 明理工大学专业学位硕士学位论文H私塾品牌战略研究 ii 3.2H私塾教育存在的问题................................................................................19 3.2.1课程设置单一....................................................................................19 3.2.2教学方式欠佳....................................................................................20 3.2.3师资力量不足....................................................................................20 3.3H私塾教育感知和满意度调查....................................................................21 3.3.1感知度调查情况................................................................................21 3.3.2满意度调查情况................................................................................24 第四章H私塾品牌战略环境分析.............................................................................26 4.1PEST分析......................................................................................................26 4.1.1政策和法律环境................................................................................26 4.1.2经济环境............................................................................................26 4.1.3社会环境............................................................................................27 4.1.4技术环境............................................................................................27 4.2五力模型分析...............................................................................................28 4.2.1同行业竞争........................................................................................29 4.2.2进入者威胁........................................................................................29 4.2.3学生家长的议价能力........................................................................30 4.2.4供应商博弈........................................................................................30 4.2.5替代品威胁........................................................................................30 4.3SWOT分析......................................................................................................31 4.3.1优势分析............................................................................................31 4.3.2劣势分析............................................................................................31 4.3.3机会分析............................................................................................31 4.3.4威胁分析............................................................................................