浅析新东方教育科技集团品牌经营存在的问题与对策.doc

毕业设计（论文） 题目： 浅析新东方教育科技集团品牌经营 存在的问题与对策  浅析新东方教育科技集团品牌经营 存在的问题与对策 摘要 新东方教育科技集团作为中国民办教育培训行业的杰出代表，随着中国进入国际化进程，迎来了发展的机遇。新东方由创立之初只有二三十个学员发展成为了至今累计培训超过450万人次的教育培训机构。2006年9月7日在美国纽约交易所挂牌上市，成为第一家在海外上市的中国教育培训企业。经过多年的市场培育，新东方教育科技集团获得了消费者的信赖，形成了良好的商誉与较高的顾客忠诚度，已建立强大的品牌优势。但新东方教育科技集团的品牌经营仍存在着一系列的问题，如传播手段单一、品牌延伸尚未找到适当路径等。 本文以新东方教育科技集团的品牌经营为研究对象,通过对新东方教育科技集团的发展状况和品牌经营现状的分析，分析和总结其品牌定位、品牌传播、品牌延伸等方面，对其品牌经营存在的问题提出改进建议，以期能为我国教育培训行业品牌经营提供参考。 关键词：教育培训；品牌；品牌经营 PROBLEMS AND COUNTERMEASURES OF BRAND OPERATION OF NEW ORIENTAL EDUCATION & TECHNOLOGY GROUP ABSTRACT New Oriental Education & Technology Group was born out of Beijing New Oriental School, which was established in 1993. After more than 14 years development, New Oriental Group has grown up as a famous private education provider. Since its founding in 1993, New Oriental has had over 7 million student enrollments. New Oriental Group listed on the New York Stock Exchange on September 7, 2006, becoming the first overseas-listed enterprises in China education and training. After years of market cultivation, New Oriental Education & Technology Group acquired not only a significant portion of the consumers’ trust and good reputation, but also a high customer loyalty. This paper mainly studies the brand operation of New Oriental Education & Technology Group. Based on the analysis of its present situation and brand operation situation, this paper has done research on its brand positioning, brand spreading, brand extension, etc, and put forward the suggestion to solve the problem of New Oriental Education & Technology Group brand operation, expecting to provide examples for brand operation of New Oriental Education & Technology Group and more enterprises. Key words: Education training; brand; brand operation 目 录 TOC \o "1-3" \h \z \u 1 概论 1 1.1 选题背景及意义 1 1.2 研究目标和研究范围 1 1.3 课题研究的思路和方法 1 2 品牌理论概述 3 2.1 品牌的相关理论 3 2.1.1 品牌的定义 3 2.1.2 品牌的定位 3 2.1.3 品牌的传播 4 2.1.4 品牌的延伸 4 2.1.5 品牌经营的涵义 5