基于SWOT分析的中国教育培训业发展及品牌推广研究.docVIP

摘要 目前我国正处于社会转型跨度最大的时期，教育培训业的兴起为政府转变社会公共服务职能、企业进入第三产业、个人获得更好的教育培养都提供了新的契机，促进教育培训业市场的健康成长，帮助教育培训企业规范有序发展已成为构建社会主义和谐社会的重要内容。文章首先对品牌推广、SWOT分析法等概念，以及国内外对于教育培训业的相关研究成果进行了介绍；接着从教育培训的内涵出发，分教育培训的发展特征和现状、中国教育培训业发展的SWOT分析两部分对我国教育培训业的发展状况进行了概述，指出品牌推广是我国教育培训业发展的必由之路；最后，根据分析结果，为中国教育培训业制定了坚持自身品牌理念、坚强交流合作、大力进行品牌宣传在内的品牌推广七步走战略。 关键词：教育培训 品牌推广 SWOT分析 ABSTRACT At present, China is in the period of greatest social transition span, the rise of the education and training industry have provided new opportunities for government changing public functions, enterprises entering the tertiary industry, individuals involving in public service and getting better education. At the same time, promoting the healthy development of the education and training industry has become an important part of building the harmonious socialist society. This article first introduced brand, brand promotion, as well as research results of education and training industry in home and abroad; then introduced the connotation of the education and training industry, studied the development of the education and training industry in China, by the SWOT analysis of the education and training industry and analyzing its present situation and characteristics, points out the education and training industry ushered a brand history in the development; Finally, according to the analysis results, work out a brand promotion strategies of upholding their own brand concept, vigorously promoting the brand, adhere to the sustainable development, we call it seven walk strategy. Key Words: Education and Training Industry Brand Promotion SWOT analysis 目 录 中文摘要………………………………………………………………………I ABSTRACT……………………………………………… ………………II 目 录 ………………………………………………………………III 第一章 引 言 ……………………………………………………………1 1.1选题的背景和意义… …………………………………………………1 1.2 核心概念 ……………………………………………………………2 1.2.1品牌………………………………………………………………………………2 1.2.2品牌推广…………………………………………………………………………2 1.2.3 SWOT分析法……………………………………………………………………2 1.3 文献综述……