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Abstract Based on the existing literature research, the thesis uses literature research method and case study method, and takes the New Oriental as an example, focusing on the specific characteristics of the educational brand strategy and exploring its application value in the real market.32540
- 上一篇：英文论文_中美商务礼仪差异研究
- 下一篇：日语论文从大学生打工看中日教育的不同
In the thesis, it states the current development and environment of domestic educational training industry and educational market, research background and significance, and offers previous studies on the subject and the main brand theories related to the topic, laying a theoretical foundation for the following writing. And then the thesis describes the development history and current situation of the New Oriental, and applies SWOT matrix to analyze the New Oriental’s strengths, weaknesses, threats and potential opportunities. At last, it analyzes the Oriental’s specific and successful brand strategy in detail, gives several suggestions on New Oriental’s following development, and also enriches the educational research theories.
Through the whole analysis, the thesis draws a conclusion that establishing a correct brand strategy and building a strong brand has become the key to compete over others in the increasingly fierce competition. Therefore, the New Oriental and the entire educational and training industry should continuously strengthen brand building and enhance their brand reputation and popularity in the future development.
Key words: brand strategy New Oriental educational training institution SWOT analysis
摘要本文运用文献研究法和案例分析法，在现有文献基础上，以新东方教育培训机构为案例，集中研究了教育品牌的具体发展特点，探究了其品牌营销战略在现实市场中的应用准则。
文中首先综述国内教育培训行业和教育市场的发展现状和环境，阐述本课题的研究背景和意义,并给出前人关于本课题的研究和一些与品牌研究相关的主要理论，作为本论文的理论支撑。接着，对新东方的发展历程和现状进行分析，并运用SWOT模型分析其优势、劣势、机会和威胁。最后，对新东方教育培训集团的成功品牌营销战略进行具体分析，并为新东方的提出进一步发展的建议。本课题的研究，不仅对新东方及整个教育培训行业的未来发展提供积极实际的经验，也丰富了整个教育品牌研究的文献资料，为后来的研究者提供范例。
通过研究得出结论，选择正确的品牌战略，打造强势的品牌是企业在竞争日益激烈的市场中获得成功的关键。因此，新东方及整个教育培训行业在未来发展中都要不断加强品牌建设，提升自己的品牌口碑和知名度。
毕业论文关键词：品牌战略 新东方 教育培训机构 SWOT分析
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
1.1Research background and significance 1
1.2 Research methods 2
1.3 Research hypothesis 2
Chapter Two Literature Review 4
2.1 Previous studies on brand 4
2.2 Related brand theories 5
Chapter Three Current Development and Problems of New Oriental 7
3.1 Development situation of New Oriental 7
3.2 Present problems in New Oriental’s development 8
3.3 SWOT analysis of the New Oriental 10
Chapter Four Analysis of the Brand Marketing Strategy of New Oriental 12
4.1 Brand positioning strategy 12
4.2 Brand culture strategy 14
4.3 Brand reputation strategy 16