摘 要
国内外教育事业的蓬勃发展促进中国民办教育产业的兴起,而民办教育机构的品
牌推广是促进其形成差异化和培训机构发展的重要手段。A教育社区作为一家针对中
小学课外辅导培训机构的民办培训机构,品牌推广策略是一个很重要的环节。本文通
过使用SWOT和五力模型对A教育社区所具有的优势劣势和外部环境做了分析,得出
品牌的定位所在。通过市场切入、价格、渠道、品牌、品质、品位和增值服务七个方
面对A教育社区的核心竞争力构建提出了自己的看法。结合企业自己实际情况和外部
环境进行分析和建议,做出适合自己实际和市场需求的准确定位:面向中考、高考学
生,成绩水平中等以上的考生;根据服务形式和服务形象做好歧视性价格策略定价;
选择直营连锁模式适度扩张,以深圳地区为立足点,在珠江三角洲重要城市进行辐射;
建立卓越信誉、争取广泛支持、建立亲密关系、增强客户体验的品牌形象;打造自己
的教学服务和创新教学模式,拓展教学之外的学生生活、心理、品德的培养;除了注
重提高学生成绩、通过考试考取名校之外,还注重培养学生的学习方法,让学生乐趣、
寓教于乐;通过高考形势分析和填报志愿等公益讲座的开设、假期的A教育社区进社
区的社区互动活动等,丰富品牌的意象,增强客户的体验感;通过以上七大方面定位
成为一家在区域具有一定知名度辅导培训机构。进行准确定位之后,通过采用媒体广
告、学校推广、电话营销、会议营销、病毒营销、关系营销组合的营销方式进行品牌
推广,将品牌根植于消费者心中,完成品牌差异化的构建和推广。

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