摘要
在国家经济高速发展的背景下，我国对人才的需求在逐年上升。在这种情况
下，也促进了中小型培训机构的快速发展。但是，这些机构在发展过程中，普遍
存在着品牌建设方面的问题，基于此，本文以邢台社科赛斯培训机构为例，对其
品牌建设进行研究，以为我国中小型培训机构的发展提供有益借鉴
本文共分为五个部分。第一章对论文的研究背景及意义进行介绍，同时，还
对论文研究的思路和技术手段进行阐明，为论文的撰写奠定基础。第二章品牌及
教育品牌相关理论概述。第三章邢台社科赛斯品牌建设现状分析。在本章的内容
中，通过实地调查，了解和掌握邢台社科赛斯机构品牌建设的现状，旨在发现其
中存在的问题，并给予一定的理论基础上，对其原因进行剖析。第四章邢台社科
赛斯培训机构品牌建设实施策略。在本章的内容中，针对第三章发现的问题，提
出针对性建设策略。首先，社科赛斯培训机构品牌定位。其次，社科赛斯培训机
构品牌的形象设计。再次，品牌推广策略。最后，品牌延伸规划。最后一章总结
本文研究所取得的成绩
关键词： 邢台社科赛斯培训机构；品牌建设；战略制定；SWOT
II
Abstract
In the context of the rapid economic development of the country, the demand for
talents has increased year by year. In this case, the rapid development of small and
medium-sized training institutions has also been promoted. However, in the
development of these institutions, there are many problems in the prevalence of brand
building. In this article，we take Xingtai Success training institutions for example,
researching its brand building. Small and medium-sized training institutions in China
can learn more from it.
This paper is divided into five parts. The first chapter introduces the research
background and significance of the thesis, and also expounds the ideas and technical
means of the thesis, and lays the foundation for the writing of the thesis. Chapter 2 is the
overview of the relevant theories of brands and educational brands. Chapter 3 analyzes
the current situation of brand construction in Xingtai community. In this chapter,
through the field investigation, to understand and master the Xingtai Success brand
construction status quo, to find the existing problems, and give a certain theoretical
basis, the analysis of its causes, in order to achieve the purpose. Chapter 4 Xingtai
Success training institutions brand building implementation strategy. In this chapter, the
author puts forward the specific construction strategy for the problems found in Chapter
3. Firstly, the Success training institutions brand positioning. Second, the Success
training institutions brand image design. Again, the brand promotion strategy. Finally,
the brand extends the planning. The last chapter summarizes the achievements of this
paper. Limited to the author's level of knowledge and practical ability to limit the small
and medium-sized non-academic education and training institutions brand strategy
research has yet to be improved, therefore, the future needs of the perfect place for the
future.
Keywords: Xingtai Success Training Institution, Brand building, Strategy
development，SWOT
III
目录
第一章 绪论 .... 1
一、研究背景和意义... 1
（一）研究背景....... 1
（二）研究意义....... 2
二、国内外研究现状... 3
（一）国外研究现状........... 3
（二）国内研究现状........... 4
三、研究方法及技术路线....... 5
四、论文结构和内容... 6
第二章品牌管理以及品牌战略相关理论 ...... 8
一、品牌管理理论....... 8
（一）品牌定位理论........... 8
（二）品牌扩张理论........... 9
（三）品牌传播理论......... 10
二、品牌战略相关理论......... 12
（一）波特五力模型分析理论概述......... 12
（二）SWOT分析理论概述 ........ 12
三、CIS理论 . 13
四、本章小结. 14
第三章 邢台社科赛斯品牌建设现状分析 ...... 15
一、邢台社科赛斯机构简介和业务体系介绍......... 15
（一）公司简介..... 15
（二）业务体系..... 15
二、社科赛斯培训机构品牌建设体系......... 16
三、社科赛斯培训机构品牌建设调查分析. 17
（一）关于学员满意度问卷调查分析..... 17
（二）对社科赛斯培训机构的认知程度调查..... 26
（三）管理人员对社科赛斯培训机构品牌建设态度分析......... 27
四、社科赛斯培训机构品牌建设的 SWOT 分析 . 29
（一）社科赛斯培训机构品牌建设的优势分析. 29。