澳际出国留学咨询公司服务品牌建设研究

发布时间：2018-07-03 17:06

本文选题：留学服务 + 服务品牌　；参考：《广西大学》2012年硕士论文

【摘要】：随着中国经济的不断发展和1日益激烈的市场竞争的环境下,中国大多数的企业在经营的过程中都相继经历了产品价格战阶段、广告战阶段、渠道战阶段。而时至今日,越来越多的企业开始逐渐的意识到拥有市场比拥有生产加工的工厂更重要。这是因为科学科技的更新与发展而产品本身容易过时而被市场淘汰,而企业的品牌却可以经久不衰。在今天的市场竞争中,品牌才是企业重要的价值。中国的企业也开始逐渐的意识到品牌对企业发展的重要性。特别是在近年来,越来越多的企业开始致力于品牌的建设并将品牌建设融入到企业经营的过程中,这一趋势在服务行业体现的尤为明显。近年来,品牌建设在服务行业的备受青睐,主要是因为服务行业产品具有无形性。这一特点意味着,服务产品不能通过现场的展示而使得消费者更好的了解与感知,而只能在消费的过程中而获得的认知与认可。因此,消费者只能通过产品的品牌进行服务产品的鉴别与选择。所以,品牌在服务行业中,已经成为最为有力的竞争武器。其中,留学教育服务行业的发展日具成熟,消费者在消费的过程中日益理性。其开始逐渐的注重所购买产品的品牌价值。但日前的留学服务行业的品牌建设过程中,仍存在品牌诊断不准确、品牌定位不明晰、品牌规划不全而,品牌评估不系统等问题。因此,对留学服务行业的品牌建设研究有是具有一定的研究意义与指导价值。本文首先对服务品牌、品牌建设及品牌建设内容体系的相关理论进行了综述。其次,从留学服务行业市场营销的宏观环境与微观环境进行分析,并通过澳际留学品牌建设的个案分析,对其品牌建设的存在的问题进行了具体的分析与探讨。最后,对该企业存在的问题成因分析并给出该企业在今后品牌建设过程中的对策。
[Abstract]:With the development of China ' s economy and the increasingly fierce market competition , most enterprises in China have experienced the stage of product price war , the stage of advertising and the stage of channel war . Today , more and more enterprises begin to realize the importance of brand to enterprise development . In recent years , more and more enterprises have begun to realize the importance of brand to the development of enterprises . Especially in recent years , more and more enterprises have begun to devote themselves to the construction of brand and integrate brand building into the process of enterprise management . This trend is especially obvious in the service industry .

In recent years , the brand construction has been favored in the service industry , mainly because the service industry product has the intangible property . This characteristic means that the service product can not be better understood and perceived by the consumer through the display of the site , but can only be recognized and recognized in the process of consumption . Therefore , the consumer can only carry out the identification and selection of the service product through the brand of the product . Therefore , the brand in the service industry has become the most powerful competitive weapon .

Among them , the development day of the education service industry is mature , and the consumer is more rational in the process of consumption . It starts to focus on the brand value of the purchased products . However , the brand construction process still exists in the brand building process of the overseas study service industry . However , there are some problems such as inaccurate brand diagnosis , unclear brand positioning , incomplete brand planning and no system of brand evaluation . Therefore , the research on the brand construction of the study service industry has some research significance and guidance value .

This paper firstly reviews the theories of service brand , brand construction and brand building content system . Secondly , it analyzes and discusses the problems of brand building by analyzing the macro - environment and micro - environment of marketing in the service industry , and analyzes and discusses the existing problems of the brand construction . Finally , the paper analyzes the causes of the problems existing in the enterprise and gives the countermeasures of the enterprise in the course of brand building in the future .
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F273.2;G648.9

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