新东方在线认证培训品牌延伸策略研究

发布时间：2018-01-22 13:07

本文关键词： 品牌延伸认证培训在线教育行业新东方　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年,互联网信息技术的迅猛发展以及人们对教育重视程度的日益提高加速了在线教育行业的成型与发展,同时也加剧了在线教育行业格局的迅速演变。一方面,随着市场竞争的越演越烈,新东方面临的竞争对手越来越多,市场空间越来越小,为实现公司长远的可持续发展,必须加快开发新市场,抢占新领域。为避免开拓新市场带来的经营风险,新东方通过整合现有品牌资产,利用自身积累下来的优质品牌价值进行品牌延伸成为最佳发展战略。结合目前我国职业认证培训市场发展广阔的市场发展潜力,如何帮助新东方品牌在职业认证领域重新把握市场定位,探索品牌延伸策略与新产品品牌经营的成功路径,这是新东方目前亟待解决的问题,也是本文重点研究之所在。首先,本文阐述了关于品牌延伸基本概念及相关理论研究,对品牌定义、品牌延伸定义及相关理论研究进行系统分析,同时对于品牌延伸的重要价值及不当的品牌延伸所带来的危害进行了逐一介绍,并且分析了学者对于其他行业品牌延伸成功案例的理论研究于成功要素总结。然后,通过PEST分析法与五力分析法针对我国在线认证培训行业竞争现状与整体市场竞争环境做了详细的阐述分析,通过问卷调查与人物访谈得出新东方在线培训发展中存在的诸多问题,进一步分析了新东方品牌延伸的背景原因与品牌优势,结合新东方品牌延伸基本可行性条件的分析,对新东方在线认证培训品牌延伸进行SWOT分析和品牌延伸模式的探究。综合以上,提出新东方在线认证培训品牌延伸的实施策略,从品牌延伸的市场定位,新产品与原品牌联想策略,品牌延伸与用户关系策略等方面详细阐述了新东方品牌延伸的具体实施方案,并提出在品牌延伸中的品牌经营与新产品营销建议。最后得出本文的研究结论:结合当前面临的市场机遇与挑战,新东方应系统整合自身品牌资源优势,采用水平延伸与垂直延伸的方式加快品牌延伸,在实施过程中要牢牢把握品牌联想策略,明确品牌延伸市场方向,避免盲目扩展;同时要提高延伸产品和服务的差异化,提高创新能力,增强品牌延伸的正面效应,加强用户关系的维护与观察,根基用户反馈适时调整策略,使得延伸产品深入用户内心,优化品牌延伸效果。本文以新东方在线认证培训品牌延伸为研究案例,结合中外学者关于品牌延伸的理论研究进行了系统分析和总结,希望对于在线教育行业的发展有一定启示作用,也希望本文的一些研究成果能够对其他行业或者领域起到一定的参考和引导作用。
[Abstract]:In recent years, the rapid development of Internet information technology and people pay more and more attention to education has accelerated the formation and development of online education industry. On the one hand, with the increasing competition in the market, New Oriental is facing more and more competitors, and the market space is becoming smaller and smaller. In order to realize the long-term sustainable development of the company, it is necessary to speed up the development of new markets and seize new fields. In order to avoid the operating risks brought about by opening up new markets, New Oriental integrates existing brand assets. It is the best development strategy to make use of the quality brand value accumulated by itself to extend the brand, combining with the broad market development potential of the vocational certification training market in our country at present. How to help the New Oriental brand to re-grasp the market positioning in the field of professional certification and explore the brand extension strategy and the successful path of brand management of new products, this is the problem that needs to be solved. First of all, this paper describes the basic concepts of brand extension and related theoretical research, brand definition, brand extension definition and related theoretical research system analysis. At the same time, the important value of brand extension and the harm caused by improper brand extension are introduced one by one. And analysis of scholars for other industry brand extension success cases of theoretical research on success elements summary. Then. Through the PEST analysis method and the five force analysis method to our country on-line attestation training profession competition present situation and the overall market competition environment has made the detailed elaboration analysis. Through the questionnaire survey and personage interview, this paper draws the conclusion that there are many problems in the development of New Oriental online training, and further analyzes the background reasons and brand advantages of the brand extension of New Oriental. Combined with the analysis of the basic feasibility of the new Oriental brand extension, the SWOT analysis and brand extension model of the new Oriental online certification training brand extension are carried out. Put forward the implementation strategy of brand extension of New Oriental online certification training, from the market positioning of brand extension, new products and the original brand association strategy. Brand extension and customer relationship strategy and other aspects of the new Oriental brand extension of the specific implementation plan. And put forward brand management and new product marketing suggestions in the brand extension. Finally, the conclusion of this paper: combined with the current market opportunities and challenges, New Oriental should systematically integrate its own brand resource advantages. Using horizontal and vertical extension to speed up brand extension, in the implementation process should firmly grasp brand association strategy, clear brand extension market direction, avoid blind expansion; At the same time, we should improve the differentiation of extended products and services, improve the ability of innovation, enhance the positive effect of brand extension, strengthen the maintenance and observation of customer relationship, and adjust the strategy timely by feedback from the basic users. So that the extension product into the heart of the user, optimize the brand extension effect. This paper takes the New Oriental online certification training brand extension as a case study. Combined with the Chinese and foreign scholars on the brand extension of theoretical research carried out a systematic analysis and summary, hoping to have a certain enlightenment to the development of online education industry. I also hope that some of the research results of this paper can play a certain reference and guidance role in other industries or fields.
【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F273.2

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