摘要
近几年，我国的英语教育培训行业紧跟时代发展的步伐，迅速发展，成为了
热门行业。许多竞争者纷纷进入这块市场，行业竞争愈发激烈。虽然英语培训机
构众多，但能在消费者心中留下深刻印象，形成品牌的却没几家。在福州英语培
训市场中，亚美英语培训中心就是众多英语培训机构中的一家。本文综合运用文
献梳理法、实证调查与分析法等研究方法，并结合品牌管理的一系列理论——品
牌定位理论、品牌传播理论、品牌意识相关理论、品牌形象论等，对亚美英语培
训中心的品牌管理策略进行研究，试图解决该企业在英语培训市场上经营多年，
却尚未形成强势品牌的问题。笔者以营销环境分析法探究亚美英语培训中心所处
行业的行业背景、行业发展趋势与市场细分状况，并具体分析了亚美英语培训中
心的行业宏观环境和微观环境情况。同时，笔者通过对亚美英语培训中心品牌意
识现状调查和品牌表现调查，分析亚美英语培训中心品牌管理现状，发现亚美英
语培训中心在品牌管理方面的问题主要集中于品牌意识不强，品牌定位不清，品
牌传播手段使用不足这三个方面。据此，笔者相应提出亚美英语培训中心的品牌
管理优化策略和实施方案，以期使亚美英语培训中心能更有效地进行品牌管理，
提高品牌竞争力和企业竞争力，同时也为同行业中其他企业的品牌管理提供一些
借鉴意义

关键词：品牌；品牌管理策略；英语培训行业III
Abstract
In recent years, with the rapid development of the national economy, education
and training industry in China is in rapid development, and become very popular. And
the English education industry become the core of heat. Many competitors have
entered the market, and the size of training industry is becoming bigger and bigger.
But many English training institutions have not left deep image in the consumers&39;
mind and formed a brand. In Fuzhou English market, Asian-American English
Training Center is one of the many English training institutions. In this thesis, based
on the relative theories of brand management, such as brand image theory, position
theory, theory of brand communication, and the integrated use of literature review
method, theoretical study and empirical investigation and analysis and other research
methods, the author will study at the issue of Asian-American English Training
Center ’s brand management strategies, trying to solve the business issue that
Asian-American English Training Center has been in Fuzhou market for many years,
but it still has not made a deep impression in consumers’ mind, and has not yet
formed a strong brand. Based on brand-relative researches, finding out its brand
management problems and making Asian-American English Training Center’s brand
management optimization strategies and implementation plans are in order to make
Asian-American English Training Center work more effectively in its brand
management and enhance the competitiveness of its brand and its enterprise
competitive ability, as well as to provide some references of the brand management
for other enterprises in the industry .
Keywords: Brand; Brand Management Strategy; English Training Industry目录
致谢........ I
摘要.......II
AbstractIII
第 1 章 绪论......1
1.1 选题的背景及意义........1
1.1.1 选题背景......1
1.1.2 研究意义......2
1.2 国内外研究现状评述....3
1.2.1 国外研究现状评述..3
1.2.2 国内研究现状评述..3
1.3 研究内容和框架5
1.4 研究方法、技术路线与创新之处.......6
1.4.1 研究方法.....6
1.4.2 技术路线.....7
1.4.3 创新之处......8
第 2 章 理论基础..........9
2.1 品牌相关概念...9
2.1.1 品牌的内涵与要素.9
2.1.2 品牌意识的内涵与要素...10
2.1.3 品牌形象的内涵与要素...10
2.2 定位理论......... 11
2.2.1 定位理论的内涵...11
2.2.2 定位的原则与方法...........12
2.3 品牌传播理论.13
2.3.1 品牌传播的内涵...13
2.3.2 品牌传播的原则与方法...13
第 3 章 亚美英语培训中心营销环境分析....153.1 中国英语培训行业背景.........15
3.1.1 中国英语培训行业发展概况.......15
3.1.2 中国英语培训行业市场细分.......16
3.2 英语培训行业宏观环境分析.18
3.2.1 中国英语培训行业政策及法律法规.......18
3.2.2 中国社会经济状况...........18
3.2.3 中国社会文化背景...........19
3.2.4 中国英语培训行业教育资源状况...........19
3.3 亚美英语培训中心微观环境分析.....20
3.3.1 亚美英语培训中心业务概况........20
3.3.2 竞争者分析...........21
3.3.3 潜在进入者分析....
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