發(fā)布時(shí)間：2018-03-16 18:15

  本文選題：廈門(mén)　切入點(diǎn)：初級(jí)教育培訓(xùn)機(jī)構(gòu)　出處：《福建農(nóng)林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：進(jìn)入21世紀(jì),我國(guó)已經(jīng)成為世界經(jīng)濟(jì)強(qiáng)國(guó),人們的物質(zhì)生活不斷的提高,越來(lái)越多的家庭十分重視子女的教育。教育市場(chǎng)需求不斷增長(zhǎng),促進(jìn)了各種補(bǔ)習(xí)機(jī)構(gòu)、中小學(xué)補(bǔ)習(xí)、德智體教育、少兒英語(yǔ)等教育培訓(xùn)機(jī)構(gòu)的迅速壯大,市場(chǎng)競(jìng)爭(zhēng)白熱化,各種初級(jí)教育培訓(xùn)機(jī)構(gòu)為了更好的生存和發(fā)展逐漸開(kāi)始重視品牌管理的建設(shè),然而成功的教育培訓(xùn)機(jī)構(gòu)只占據(jù)少數(shù),主要問(wèn)題在于初級(jí)教育培訓(xùn)機(jī)構(gòu)的品牌管理意識(shí)薄弱,對(duì)如何建立一個(gè)優(yōu)秀的品牌管理缺乏導(dǎo)向。很多初級(jí)教育培訓(xùn)機(jī)構(gòu)的品牌管理問(wèn)題嚴(yán)重,甚至有些機(jī)構(gòu)為了追求短期利益忽視品牌管理建設(shè),長(zhǎng)此以往,不利于初級(jí)教育培訓(xùn)機(jī)構(gòu)保持競(jìng)爭(zhēng)力,沒(méi)有與客戶之間建立起良好的品牌忠誠(chéng)關(guān)系,使培訓(xùn)機(jī)構(gòu)的發(fā)展受阻,破壞了初級(jí)教育培訓(xùn)市場(chǎng)的良性發(fā)展。論文運(yùn)用理論基礎(chǔ),結(jié)合教育培訓(xùn)機(jī)構(gòu)品牌管理知識(shí),以優(yōu)秀的品牌管理實(shí)踐為依據(jù),探索分析廈門(mén)地區(qū)初級(jí)教育培訓(xùn)機(jī)構(gòu)存在的品牌管理缺陷,通過(guò)對(duì)多家廈門(mén)本地培訓(xùn)機(jī)構(gòu)進(jìn)行抽樣數(shù)據(jù)調(diào)查,對(duì)基于"品牌價(jià)值觀之品牌管理"進(jìn)行實(shí)證分析,提出改善和優(yōu)化品牌管理的措施和對(duì)策,進(jìn)而使廈門(mén)初級(jí)教育培訓(xùn)機(jī)構(gòu)的品牌管理得到較大提升。以創(chuàng)新的品牌管理模式在激烈的培訓(xùn)市場(chǎng)競(jìng)爭(zhēng)占據(jù)有力位置,進(jìn)而促進(jìn)廈門(mén)初級(jí)教育培訓(xùn)機(jī)構(gòu)可持續(xù)發(fā)展。本文構(gòu)建了 "教育品牌價(jià)值觀與品牌管理的關(guān)系"結(jié)構(gòu)模型,采用實(shí)證分析研究品牌價(jià)值觀對(duì)品牌管理的影響。通過(guò)抽樣調(diào)查的方式,對(duì)廈門(mén)10家教育培訓(xùn)機(jī)構(gòu)的職工及業(yè)內(nèi)人士、專家等群體進(jìn)行了問(wèn)卷調(diào)查,收集有效問(wèn)卷,并對(duì)收集的數(shù)據(jù)進(jìn)行信度分析、效度分析、LISREL結(jié)構(gòu)方程模型假設(shè)檢驗(yàn)分析以及研究假設(shè)檢驗(yàn)。論文的研究結(jié)論表明提出的模型和假設(shè)均成立,符合檢驗(yàn)標(biāo)準(zhǔn),其中,品牌價(jià)值觀中的取向、準(zhǔn)則和目標(biāo)均對(duì)品牌公民行為產(chǎn)生正向影響。其中,品牌價(jià)值觀理念、目標(biāo)和組織文化協(xié)同顯著影響完整統(tǒng)一品牌形象;同時(shí),品牌績(jī)效形成也與品牌價(jià)值觀理念、目標(biāo)和組織文化協(xié)同呈正向關(guān)系。根據(jù)實(shí)證分析的結(jié)果,本文還對(duì)廈門(mén)初級(jí)教育培訓(xùn)行業(yè)的企業(yè)提出了相關(guān)建議,并對(duì)該課題的進(jìn)一步研究提出了展望和建議。
[Abstract]:In 21th century, China has become a world economic power, people's material life is constantly improving, more and more families attach great importance to the education of their children. Moral, intellectual and physical education, children's English and other educational and training institutions have grown rapidly, and the market competition has intensified. In order to better survive and develop, various primary education and training institutions have gradually begun to attach importance to the building of brand management. However, only a small number of successful educational and training institutions are in the minority. The main problem lies in the weak brand management awareness of primary education and training institutions. Lack of guidance on how to establish an excellent brand management. Many primary education and training institutions have serious brand management problems, and some even ignore brand management construction in the pursuit of short-term interests. It is not conducive to the primary education and training institutions to maintain competitiveness, not to establish a good brand loyalty relationship with customers, so that the development of training institutions is blocked, and the benign development of primary education and training market is damaged. Combined with brand management knowledge of educational and training institutions, based on the excellent brand management practice, this paper explores and analyzes the brand management defects of primary education and training institutions in Xiamen area, and carries out a sampling data survey on several local training institutions in Xiamen. This paper makes an empirical analysis on brand management based on brand values, and puts forward some measures and countermeasures to improve and optimize brand management. Thus, the brand management of Xiamen primary education and training institutions has been greatly improved. The innovative brand management model occupies a strong position in the fierce training market competition. In order to promote the sustainable development of Xiamen primary education and training institutions, this paper constructs a "relationship between educational brand values and brand management". By using empirical analysis to study the influence of brand values on brand management, a questionnaire survey was conducted among the staff of 10 educational and training institutions in Xiamen, professionals, experts and so on, and effective questionnaires were collected. The reliability analysis, validity analysis and hypothesis test of LISREL structural equation model are carried out. The orientation, criterion and goal of brand values have a positive impact on brand citizenship behavior. Among them, brand values, goals and organizational culture have a significant impact on the integrity and unity of the brand image, at the same time, The formation of brand performance is also positively related to the concept of brand values, objectives and organizational culture synergy. According to the results of empirical analysis, this paper also puts forward some suggestions to the enterprises in Xiamen primary education and training industry. The prospect and suggestion of further research on this subject are also put forward.
【學(xué)位授予單位】：福建農(nóng)林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G522.72

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