过去10年，我国的教育培训市场不断壮大，教育培训市场前景广阔，据有 关机构预测，2017年的教育培训市场规模将突破2万亿元，行业保持将近40% 的增长率，各种中小学教育培训机构层出不穷，英语、奥数、体育等培训课程丰 富多彩，涌现了新东方集团、雷式教育、学大教育等一大批国内知名教育培训品 牌，同时很多小型的培训机构面临倒逼风险。南昌市中小学教育培训正在起步于 21世纪初，经过将近20年的发展，南昌市中小学教育培训进入稳定、健康发展 的阶段。目前，南昌拥有南昌新东方、江西雷式教育、南昌学大教育、南昌九州 教育、南昌天越教育、昌大科辅等教育培育品牌。但是本土的教育培育品牌存在 培育品牌定位不准、品牌竞争力不强等诸多问题的问题，在每年的教育培训市场 具有20亿左右市场份额竞争中没有优势。基于此，本文以JZ教育集团品牌培育 实际情况出发，认真分析品牌培育中存在的问题以及内外部环境，提出促进南昌 市中小学教育培训品牌培育的政策建议。 本文研究内容包括5大部分：第1部分导论。介绍研究背景及意义等等；； 第2部分为相关理论，包括品牌的概念与特征、品牌培育概念与过程以及品牌培 育相关理论；第3部分为JZ教育集团品牌培育存在的问题及其成因分析。主要 包括JZ教育集团品牌发展历程及现状、JZ教育集团品牌培育存在的问题以及原 因分析。第4部分JZ教育集团品牌培育环境分析。JZ教育集团品牌培育外部环 境分析和南昌市中小学教育培训品牌培育内部环境分析。第5部门为促进JZ教 育集团品牌培育的政策建议。重点从强化品牌意识、实施差异化的品牌定位、提 升品牌核心竞争力和加强品牌传播渠道建设四个方面提出建议。 关键词：中小学教育培训；品牌培育；品牌竞争力 III Abstract In the past 10 years, education training market has grown steadily and has good prospects in China. According to forecast of some relevant institutions, the education training market in 2017 will exceed 2 trillion yuan, and the institutions will maintain a growth rate of nearly 40%. Various training institutions of primary and secondary education including English, mathematics and sports have emerged prosperously. A large number of well-known domestic education training brands have sprung up, including New Oriental Group and Thunder Education. But many small education training institutions are facing Bankruptcy. In Nanchang province, primary and secondary education training institutions started in the early 21st century. After nearly 20 years development, there are some education training brands include Nanchang New Oriental, Jiangxi Thunder Education, Nanchang Kyushu Education, Nanchang Tianyue Education, and Changda Kesuke. However, there are many problems in the cultivation of local education training brands, such as inaccurate position, weak brand competitiveness and so on. Based on actual situation, this article will carefully analyze existing problems in the brand cultivation as well as the internal and external environment, and put forward some suggestions to promote the cultivation of education training brand in Nanchang province. The content of this research mainly includes the following five parts: The first part mainly introduces background. The second part mainly introduces theories including the concept and characteristics of the education brand cultivation. The third part is the status and related problems of the education brand in Nanchang province. It mainly includes the development history of primary and secondary education, the status and related problems of primary and secondary education. The fourth part analyzes the External and the Internal Environment of primary and secondary education training brand, and the brand Cultivation environment of primary and secondary education. The fifth part promotes some related recommendations for primary and secondary education training institutions, including strengthening brand awareness, adopting differentiated brand location, enhancing brand core competitiveness, and strengthening construction of brand distributed channel. IV Key words: Primary and secondary education training institution ; Brand cultivation；Brand competitiveness. V 目 录 摘要 ......................................................... I Abstract ..................................................... III 第一章 导 论 .................................................. 1 1.1研究背景及意义 .......................................... 1 1.1.1研究背景 .......................................... 1 1.1.2研究意义 .......................................... 1 1.2文献综述 ................................................ 2 1.2.1教育培训品牌定位研究 .............................. 2 1.2.2教育培训品牌营销策略研究 .......................... 2 1.2.3教育培训品牌战略研究 .............................. 2 1.3研究方法与主要内容 ...................................... 3 1.3.1研究方法 .......................................... 3 1.3.2研究主要内容 ...................................... 3 1.4创新点 .................................................. 3 第二章 相关概念和理论 ......................................... 5 2.1相关概念界定 ............................................ 5 2.1.1中小学教育培训 .................................... 5 2.1.2中小学教育培训品牌 ................................ 6 2.2品牌培育体系 ............................................ 6 2.2.1品牌意识 .......................................... 6 2.2.2品牌定位 .......................................... 6 2.2.3品牌竞争力 ........................................ 7 2.2.4品牌传播 .......................................... 7 2.3品牌培育相关理论 ........................................ 8 2.3.1市场竞争优势理论 .................................. 8 2.3.2 STP理论 .......................................... 8 第三章 JZ教育集团品牌培育存在的问题及其成因分析 ............... 9 3.1JZ教育集团发展现状 ...................................... 9 3.1.1JZ教育集团基本情况 ................................ 9 3.1.2JZ教育集团成长历程 ................................ 9 VI 3.2 JZ教育集团品牌培育存在的问题 .......................... 10 3.2.1品牌意识有待提高 ................................. 10 3.2.2品牌定位比较混乱 ................................. 11 3.2.3品牌竞争力不够 ................................... 11 3.2.4品牌知名度不高 ................................... 12 3.3JZ教育集团品牌培育存在问题的原因分析 ................... 12 3.3.1 ......................... 12 3.3.2管理机制不健全 ................................. 12 3.3.3品牌传播投入不够 ............................... 13 第四章 JZ教育集团品牌培育环境分析 ............................. 15 4.1JZ教育集团品牌培育外部环境分析 ......................... 15 4.1.1经济环境分析 ..................................... 15 4.1.2社会文化环境 ..................................... 16 4.1.3政策法律环境 ..................................... 17 4.1.4技术环境分析 ..................................... 17 4.2JZ教育集团品牌培育内部环境分析 ......................... 18 4.2.1硬件环境分析 ..................................... 18 4.2.2软件环境分析 ..................................... 19 4.2.3组织管理分析 ..................................... 19 4.3JZ教育集团品牌培育SWOT分析 ............................ 20 4.3.1优势分析 ......................................... 20 4.3.2劣势分析 ......................................... 20 4.3.3机会分析 ..................................... 20 4.3.4威胁分析 ..................................... 21 第五章 JZ教育集团品牌培育策略 ................................. 23 5.1实施自身优势的品牌定位 ................................. 23 5.1.1明确品牌核心内在价值 ............................. 23 5.1.2内外兼修贯彻品牌定位 ............................. 23 5.1.3注重品牌定位理解和实践 ........................... 23 5.2实施主副品牌框架下 ......................... 24 5.2.1一体化品牌延伸 ................................... 24 5.2.2专业化品牌延伸 ................................... 24 5.3提升品牌核心竞争力 ..................................... 24 5.3.1改良硬件环境 ..................................... 24 VII 5.3.2培养教师队伍 ..................................... 25 5.4加强品牌传播渠道建设 ................................... 26 5.4.1口碑传播 ......................................... 26 5.4.2公共关系传播 ..................................... 26 第六章 结语与展望 ............................................. 27 6.