基于扎根理论的孔子学院品牌体验研究

Study on Brand Experience of Confucius Institute Based on Grounded Theory

作为一个面向全球的非营利性教育服务组织,品牌战略是孔子学院实现可持续发展的重要途径。消费者始终处于品牌实现的终端,扮演着极其重要的角色。对于尚处品牌新创阶段、亟需探索品牌发展路径的孔子学院来说,对消费者的品牌体验进行研究具有指导意义与参考价值。运用质性研究的扎根理论,通过对孔子学院消费者的深度访谈进行扎根分析,探索消费者的品牌体验要素及其相互关系,以及品牌关系质量的生成路径,以期对孔子学院的品牌发展有所帮助。

As a global non-profit educational service organization, brand strategy is an important way for Confucius Institute to realize its sustainable development. However, the consumers are always in the terminal of brand realization and play an important role. To study brand experience of consumers has more guiding significance and reference value for Confucius Institute which is still in its brand creation stage and needs to explore its own brand development path urgently. This paper applies grounded theory of qualitative research. In this paper, deep interviews with consumers in Confucius Institute have been analyzed by grounded theory so as to explore the elements of brand experience of consumers and their relationship and the path generated by brand relationship quality. In addition, the corresponding brand growth strategy of Confucius Institute is put forward in order to help brand development of Confucius Institute.