摘要随着国民经济的改善，义务教育在中国的普及以及人民素质的不断提高，人们越来越重视教育。因此，培训机构行业整体规模的飞速发展使越来越多的企业参与其中，结果市场上出现了很多教育培训机构，发展中国家也出现了越来越多的教育培训机构。家庭关系和积极交往的经济水平显着提高。但是，在中国，新东方、星火教育等比较大型的教育培训机构少之又少，许多中小型教育培训机构在发展的同时，很容易忽略品牌管理的重要性，品牌管理存在很多问题，因此教育培训机构存在很多问题，导致机构无法持久地发展。加强品牌管理，有助于机构在市场竞争中保持竞争力，它将通过与消费者建立忠诚关系并为消费者创造更多价值来影响教育和培训机构的发展。笔者以东莞市学易优教育培训机构为例，使用SW0T分析，分析了学易优品牌的优缺点，组织机遇和威胁，并结合系统的品牌管理理论，进行了分析。为东莞学易优的品牌管理提供可能的对策和建议。因此，促进东莞学易优能够在激烈的市场竞争中增强竞争力，树立科学，现代的品牌管理理念，确保在市场竞争中拥有卓越的竞争力。关键词：品牌管理教育机构管理优化ABSTRACTWith the improvement of national economy,the popularization of compulsoryeducation in China and the continuous improvement of people's quality,people paymore and more attention to education.Therefore,the rapid development of the overallscale of the training institutions industry makes more and more enterprises participatein it.As a result,there are many education and training institutions in the market andmore and more education and training institutions in developing countries.Theeconomic level of family relations and active communication has improvedsignificantly.However,in China,there are few large-scale education and training institutionssuch as New Oriental and spark education.While many small and medium-sizededucation and training institutions are developing,it is easy to ignore the importanceof brand management,and there are many problems in brand management.Therefore,there are many problems in education and training institutions,which lead to theinstitutions unable to develop for a long time.Strengthening brand management willhelp institutions to maintain competitiveness in the market competition.It will affectthe development of education and training institutions by establishing loyaltyrelationship with consumers and creating more value for consumers.The author uses SWOT analysis to analyze the advantages and disadvantages,organizational opportunities and threats of XUEYIYOU brand,and analyzes it withthe theory of systematic brand management.To provide possible countermeasures andsuggestions for DongGuan XUEYIYOU brand management.Therefore,thepromotion of DongGuan XUEYIYOU can enhance its competitiveness in the fiercemarket competition,establish a scientific and modern brand management concept,andensure its outstanding competitiveness in the market competition.Key words:Brand management Educational services Management optimization目录一、引言(一)研究背景…(二)研究目的及意义二、学易优教育培训机构简介及品牌管理现状…2(一)机构简介…2(二)机构品牌管理现状2三、学易优教育培训机构品牌管理现状及问题…3(一)品牌差异化定位不突出(二)品牌内外部传播途径狭隘(三)品牌维护管理不重视(四)品牌专业管理团队缺失6四、学易优教育培训机构品牌管理优化策略…7(一)实施差异化定位7(二)品牌传播渠道建设优化.…(三)优化品牌规划..8(四)品牌管理团队建设五、总结…9参考文献…致谢…11