留学中介企业品牌建设研究

发布时间：2018-07-29 10:21

【摘要】： 现在的企业都已经认识到,拥有市场比拥有工厂更加重要,而拥有市场的重要途径就是拥有具有市场优势的品牌,品牌才是公司最宝贵的资产。产品容易过时,而成功的品牌却能长久不衰。因此,从某种角度上讲,品牌才是市场灵魂。在品牌经济的时代,产品间的竞争由价格的竞争逐渐转向品牌的竞争。树品牌、创名牌是企业在市场竞争条件下逐渐形成的共识,人们希望通过品牌对产品、企业更加区别,通过品牌形成品牌追随,通过品牌扩展市场。因此,品牌成为企业有力的竞争武器。品牌的出现使用户形成了一定程度的忠诚度、信任度、追随度,企业可以为品牌制定相对较高的价格,获得较高的利润。随着留学中介行业的发展,留学中介企业的发展也不断完善。目前在留学市场上,顾客已经开始重视所购买服务产品的品牌价值,而对价格的敏感度逐渐降低。品牌建设成为业内人士关注的焦点,但留学中介行业和企业仍然存在品牌忠诚度低、品牌定位不准确、品牌策划缺乏创意、品牌建设缺乏规划等问题。因此,品牌的培育和建设对于留学中介企业有着很重要的意义和市场价值。本文首先对品牌、服务品牌相关内容和服务企业进行了论述,认为服务品牌与有形产品品牌相比,更强调服务生产过程对服务品牌的影响,服务过程居于服务品牌的核心,服务品牌是留学中介企业品牌建设的基础。留学中介企业是服务类企业,其品牌建设对于留学中介企业的长期稳步发展具有重要的作用。其次,从留学中介企业现状出发,分析了现阶段留学中介企业品牌建设的问题、原因以及品牌建设的原则,并通过对北京金吉列出国留学咨询服务有限公司如何进行品牌塑造进行了具体探讨。最后,对本文的内容进行了总结,提出了下一步研究的方向。
[Abstract]:Now enterprises have realized that owning a market is more important than owning a factory, and an important way to own a market is to have a brand with market advantages, which is the most valuable asset of the company. Products tend to be out of date, while successful brands last forever. Therefore, from a certain point of view, the brand is the soul of the market. In the era of brand economy, the competition between products gradually changes from price competition to brand competition. Building brand is the consensus that enterprises gradually form under the condition of market competition. People hope that through brand to product, enterprise is more different, through brand to form brand following, through brand to expand the market. Therefore, the brand has become a competitive weapon. The emergence of brand makes users form a certain degree of loyalty, trust, follow degree, enterprises can set a relatively high price for the brand, and obtain a higher profit. With the development of study abroad intermediary industry, the development of study abroad intermediary enterprises has been improved. At present, customers have begun to attach importance to the brand value of the service products purchased in the overseas study market, and the sensitivity to the price has gradually decreased. Brand construction has become the focus of attention, but there are still some problems such as low brand loyalty, inaccurate brand positioning, lack of creativity in brand planning and lack of planning for brand construction. Therefore, the cultivation and construction of the brand has very important significance and market value for the intermediary enterprises studying abroad. This paper first discusses the brand, service brand related content and service enterprise. Compared with tangible product brand, service brand emphasizes the influence of service production process on service brand, and service process is the core of service brand. The service brand is the foundation of the brand construction of study abroad intermediary enterprises. The study abroad intermediary enterprise is the service type enterprise, its brand construction has the important function to the long-term steady development of the study abroad intermediary enterprise. Secondly, starting from the status quo of the study abroad intermediary enterprises, this paper analyzes the problems, causes and principles of the brand construction of the study abroad intermediary enterprises at the present stage. And through the Beijing Jinjili overseas study consulting service Co., Ltd how to carry on the brand shaping to carry on the concrete discussion. Finally, the content of this paper is summarized, and the next research direction is put forward.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：G648.9;F273.2

【引证文献】