孔子学院（课堂）品牌推广策略略论一以泰国为例An analysis of the brand promotion strategy of Kong Zi College (class) a case study of Thailand 摘要:（摘要内容经过系统自动伪原创处理以避免复制，下载原文正常，内容请直接查看目录。） 跟着最近几年来“汉语热”的赓续升温，泰语毕业论文，汉语国际推行的速度也在赓续加速。2004年，泰语论文题目，世界第一所孔子学院在首尔成立，它也标记着一个汉语国际推行新时代的到来。在以后的八年中，孔子学院（教室）活着界的疆土上如同雨后春笋般地生长起来。作为一个同一、专业并具有范围的汉语国际推行“品牌”，在寻求成长速度的同时也应当存眷成长的质量。是以，孔子学院（教室）须要联合本身现实，公道运用品牌治理实际来坚持和增强品牌效应，疾速晋升品牌著名度，为汉语国际推行追求到更好的成长机会奠基基本。本文重要以凯勒传授的计谋品牌治理流程为底本，并联合泰国孔子学院（教室）的特色停止品牌推行战略剖析。包含四个阶段：即孔子学院（教室）的品牌计划、品牌流传、品牌晋升和品牌掩护。 Abstract: In recent years, along with the "Chinese fever" continued warming, the speed of international promotion of Chinese also accelerate ceaselessly. In 2004, the world's first Kong Zi Institute was founded in Seoul, it also marks the arrival of a new era of Chinese international implementation. In the next eight years, Kong Zi College (classroom) in the territory of a growing up like bamboo shoots after a spring rain. As one of the same, professional and has a range of Chinese international implementation of the "brand", in the search for growth speed, but also should pay attention to the quality of growth. So Confucius Institute (classroom) need combined with his own reality, reasonable application of brand management actual to adhere to and enhance the brand effect, rapid promotion brand famous degree, for international Chinese pursue to better growth opportunities for the foundation. In this paper, an important to teach Keller's brand strategy management process to dibon, and joint of the Confucius Institute in Thailand (classroom) characteristics of stop brand promotion strategy analysis. Consists of four stages: Kong Zi College (classroom) brand plan, brand spread, brand promotion and brand protection. 目录: 摘要 3-4 Abstract 4 目录 5-6 图目录 6-7 1.绪论 7-11 1.1 选题目的及意义 7-8 1.2 泰国汉语推广的历史和近况 8-10 1.3 本文略论思路 10-11 2.孔子学院（课堂）的品牌规划 11-16 2.1 品牌识别 11-13 2.2 品牌符号 13-16 3.孔子学院（课堂）的品牌传播 16-25 3.1 品牌定位 16-19 3.2 品牌体验 19-21 3.3 整合品牌传播 21-25 4.孔子学院（课堂）的品牌提升 25-27 4.1 品牌多元化 25 4.2 品牌国际化 25-27 5.孔子学院（课堂）的品牌保护 27-33 5.1 孔子学院（课堂）的品牌危机 27-28 5.2 品牌危机管理准则 28-30 5.3 孔子学院（课堂）品牌危机公关策略 30-33 结语 33-34 注释 34-35 参考文献 35-38 后记 38 |
