【作者】 李莹；

【导师】 李庚；

【作者基本信息】 天津大学 ， 工商管理（EMBA）（专业学位）， 2023， 硕士

【摘要】 进入21世纪以来,随着中国综合国力在世界范围内不断上升,全世界逐渐兴起“汉语热”热潮,这对我国对外汉语培训教育的持续发展提供了良好的契机,要求来华短期进修的外国人也与日俱增。我国可以招收留学生的院校不断增加,留学生规模逐年扩大,增幅明显,留学生国别也有所增加,目前生源国已达到189个国家。A语言培训中心与B大学合作办学,是一家盈利性对外汉语培训中心。主要业务范围面向全体外籍人士提供HSK汉语等级考试培训课程、商务汉语培训课程、科技汉语培训课程、生活汉语培训课程、夏令营、冬令营、语言实践活动等。我国对外汉语培训市场总体虽发展态势良好,但A语言培训中心的品牌建设方面仍存在诸多进步空间,需要加强和调整。本文在实证分析的基础上,对A语言培训中心品牌感知价值提升策略进行研究,积极探求A语言培训中心教育品牌感知价值。首先使用PEST分析法对中国对外汉语培训行业规模及趋势等分析;然后建立A语言培训中心品牌感知价值五维度与消费者购买意愿间关系的模型,实证分析结果表明:A语言培训中心品牌功能性价值、品牌经济性价值、品牌象征性价值、品牌体验性价值与消费者购买意愿呈现显著正相关关系,而感知风险与消费者购买意愿呈现显著负相关关系;最后,结合实证分析的结果,从顾客感知风险、品牌功能性价值、品牌体验性价值、品牌经济性价值、品牌象征性价值、影响消费者购买意愿因素等方面提出A语言培训中心品牌感知价值策略建设的问题及提升对策,以期对A语言培训中心的市场竞争力和影响力提供参考。更多还原

【Abstract】 Since the beginning of the 21st century,with the continuous rise of China’s com-prehensive national strength in the world,the"Chinese fever"has gradually emerged in the world,which provides a good opportunity for the sustainable development of Chinese training and education as a foreign language in China,and the number of for-eigners requesting short-term training in China is also increasing.The number of col-leges and universities that can enroll international students in China is increasing,the number of international students is expanding year by year,the increase is obvious,and the number of countries of international students has also increased,and the cur-rent number of student countries has reached 189 countries.A Language Training Center cooperates with B University and is a for-profit Chinese language training center.The main business scope provides HSK Chinese Proficiency Test training courses,business Chinese training courses,science and technology Chinese training courses,life Chinese training courses,summer camps,winter camps,language prac-tice activities for all foreigners.Although China’s Chinese as A foreign language training market has a good development trend,there is still a lot of room for progress in the brand building of A language training center,which needs to be strengthened and adjusted.Based on the empirical analysis,this paper studies the promotion strategy of the brand perceived value of A language training center,and actively explores the educa-tional brand perceived value of A language training center.First,PEST analysis is used to analyze the scale and trend of Chinese as a foreign language training industry in China.Then,A model of the relationship between the five dimensions of brand perceived value of A language training Center and consumers’purchase intention is established.The empirical analysis results show that:A language training center brand functional value,brand economic value,brand symbolic value,brand experien-tial value and consumer purchase intention show significant positive correlation,while perceived risk and consumer purchase intention show significant negative cor-relation;Finally,combined with the results of empirical analysis,this paper puts for-ward the problems and countermeasures of brand perceived value strategy construc-tion of A language training center from the aspects of customer perceived risk,brand functional value,brand experiential value,brand economic value,brand symbolic value,and factors affecting consumers’purchase intention,so as to provide reference for the market competitiveness and influence of A language training center.更多还原