互联网时代远程教育品牌建设策略思考

Strategic Reflections on the Distance Education Brand Construction in the Internet Era

互联网技术的飞速发展推动教育进入终身教育时代。面对风起云涌的互联网在线教育,品牌的作用和影响力逐渐凸显。文章从远程教育市场现状、竞争情况、学习者选择信息不对称、教育产业现状及品牌自身特性等五个方面,分析互联网时代远程教育品牌建设的必要性,并提出品牌战略实施策略,从品牌定位出发,重点打造学校文化、教学质量、便利的服务,配合营销传播,最终形成良好的品牌资产。

Promoted by the rapid development of network technology,we have entered an era of life-long education. Facing the surging of internet online education,the role and influence of the brand gradually highlight. In this paper,the necessity of distance education brand construction in the Internet era is analyzed from the perspective of distance education market situation,competition condition,the asymmetry of the learner's information choice,the status of education industry,and the brand's own characteristics. In addition,the implementation scheme of the brand strategy has also been put forward. The aim of distance education brand construction is,in the view of brand positioning,to focus on creating a school culture,teaching quality,and convenient services,cooperated with the marketing communication,and eventually form good brand assets.