民营“教辅”企业品牌建设的分析研究.pdf

Classified Index: Code:10075 U.D.C.: No A Dissertation for the Degree of Publication Brand Construction Research of Private Supplementary Corporate Candidate: Jia Fan Supervisor: Liu Yongjun Academic Degree Applied for: Master of Publication Specialty: Publication University: Hebei University Date of Oral Examination: May, 2015 摘 要 摘 要 民营教辅企业是活跃在我国教辅图书市场上的一支重要力量，不仅占据了教辅图书 分销领域的半壁江山，策划的众多畅销教辅图书，也让他们在教辅图书策划领域起着举 足轻重的作用。随着我国教育事业的改革和教辅新政的出台，民营教辅企业面临新的挑 战和机遇，他们更加重视企业品牌的建设和发展，逐渐将品牌化作为企业新的发展模式。 民营教辅企业具有灵活的运行机制，可以对变化的市场快速做出反应。凭借多年的 资金积累和市场影响力，民营教辅企业在品牌建设方面已经取得了不错的成绩，目前教 辅图书市场上的优秀教辅品牌，大部分都是由民营教辅企业策划开发的，在受众群体中 也逐渐形成了一定的品牌影响力。 民营教辅企业的竞争已经进入了品牌竞争阶段，在品牌的宣传推广、维护等方面依 旧有很大的发展空间，合理的品牌策略能够提高品牌的竞争力，从而推动民营教辅企业 在激烈的竞争中生存、发展，并不断壮大。 关键字 民营教辅企业 品牌建设 品牌教辅 I Abstract Abstract The guidance book publishing company is active in the market of guidance books, not only accounted for half of the area of distribution of supplementary books, but also make it in the supplementary planning books field plays an important role. With the introduction of the reform of education and guidance New Deal, guidance private enterprises are facing new challenges and opportunities. They pay more attention to brand building and development, and gradually make the brand as a new model of development companies. Guidance private enterprises which with flexible operation mechanism, can react quickly to the chan