近年来我国教育培训市场发展迅猛，已成为教育事业的重要组成部分。从厨师、美容、汽修等专业技能培训到考研、司考甚至针对社会精英人群专门开设课程，教育培训为我国现代化建设培养了大批技能型、综合型人才，作出了积极的贡献。但是，由于目前教育培训的市场需求大，门槛较低，激烈的市场竞争和巨大的利润诱使一些培训机构违背职业道德采用不正当竞争的方式排挤竞争对手，教育培训机构已产生信用危机。

In recent years our country education training market is developing rapidly,Education has become an important part of the cause.From the cook/beauty/Breakdown service and other professional skills training to one's deceased father grind/Even in the judicial social elite special open course,Education training for our country modernization has trained a large number of skilled/Comprehensive talent,To make positive contribution.but,Because the present education training market demand is big,Threshold to be low,The fierce market competition and huge profit induces some training institutions against professional ethics by way of unfair competition from rivals,Education training institutions has produce credit crisis.

未来趋势：走品牌发展之路 The future trend:Walk the road of brand development

　　目前我国的教育培训市场正处于发展阶段，市场里充斥着大量的杂牌军。培训机构要想在激烈的竞争中处于优势地位，必须实现由杂牌向品牌的过渡，走品牌发展之路。

At present our country's education training market is in a stage of development,The market has a large number of miscellaneous troops.Training institutions in order to fierce competition in a dominant position,Must realize to the transition of the inferior brand by brand,Walk the road of brand development.

　　首先，鉴于我国教育培训机构已产生了信用危机，拥有品牌的培训机构更容易获得学员的信任。品牌和服务作为产品的一部分，现如今在市场竞争中发挥着重要作用。产品和价格容易被对手模仿，只有作为情感因素的品牌信任才能保持长久的竞争力。因为品牌是以教育质量为基础的，它让人们相信选择品牌培训机构能够保证培训课程的质量，达到最终的学习目的。在市场机制下，品牌信任是一种无形的资产，为培训机构培养了大批潜在学员，能帮助教育培训机构提高市场知名度、增强市场影响力。

First of all,In view of our country education training institutions has produced a credit crisis,Has the brand of training institutions are more likely to gain the trust of students.Brand and service as part of a product,Nowadays in the market competition plays an important role.Product and price to imitate the opponent,Only as the emotional factors of brand trust to maintain long-term competitiveness.Because the brand is the basis of education quality,It makes people believe that choose brand training institutions can ensure the quality of the training course,To achieve the final purpose of learning.In the market mechanism,Brand trust is a kind of intangible assets,For training institutions to cultivate a large number of potential students,Can help education training institutions to improve the market popularity/Enhance market influence.

　　其次，打造品牌的过程就是教育培训机构不断变大变强的过程。在教育培训的品牌发展之路上，质量是第一位的。培训机构只有把质量视为生命才能获得生存与持续发展。为了打造出自有品牌，教育培训机构要有坚实的物质基础作为保障，实行标准化管理，根植于自身文化传统，形成独具特色的企业文化。品牌就是一种实力的展现，打造品牌的过程就是培训机构提升实力、不断壮大的过程。

secondly,The process of creating the brand is education training institutions are bigger strengthen process.In the education training brand development road,Quality is the first.Training institutions only take quality as life can obtain the survival and sustainable development.In order to create a brand of,Education training institutions must have the solid material base as a guarantee,Standardized management,Rooted in their own cultural tradition,Formation of the unique enterprise culture.The brand is a kind of strength of the show,The process of creating the brand is to enhance its ability training institutions/Growing process.

　　最后，品牌能增强企业培训机构的竞争力，自然地分割市场。教育培训的市场性，决定了它必须通过市场机制，整合、优化教育资源配置，遵循优胜劣汰的经济规律，不断提高自身竞争力，才能谋求进一步发展。拥有品牌的培训机构无疑具有更强的市场竞争力，占有更多的市场份额。未来的教育培训市场应该是强强联合自然地分割市场，使培训机构进入一种良性的竞争状态。

finally,Brand can enhance the competitiveness of the enterprise training institutions,Naturally the market segmentation.Education training marketability,Decide that it must through the market mechanism,integration/Optimizing education resources allocation,Follow the economic law of the survival of the fittest,To constantly improve their own competitiveness,To seek further development.Has the brand of training institutions which is more competitive in the marketplace,Occupies more market share.The future of education training market should be the power-and-power union naturally market segmentation,Make training institutions into a benign competition.

教育培训品牌维护的对策思考 Education training brand maintenance countermeasure thought

　　其一，保证质量，不断创新。培训机构应以一定的资本作为基础。吸引师资、课程开发、宣传推广都是以资本推动的，如果资金不足，容易导致培训机构出现经营危机甚至倒闭。培训机构在师资配置、教学过程、教学条件等培训质量方面必须落实到实处，不得虚假宣传误导学员，不得粗制滥造敷衍学员，应增强服务水平，为学员的学习提供应有的方便，注重学员反馈、投诉的信息，在管理上不断改进。

one,Guarantee quality,innovation.Training institutions should with certain capital as the foundation.Attract teachers/Curriculum development/Promotion is the capital to promote,If insufficient funds,Easy to cause the training institutions appear business crisis or even go bankrupt.Training institutions in teachers' configuration/Teaching process/Teaching condition and training quality must be into practice,Not false propaganda mislead students,Not fudge play students,Should enhance the service level,For students learning should provide convenience,Pay attention to student feedback/Complaint information,In the management of continuous improvement.

　　教育培训是为了让学员适应社会的发展。因此，教育培训自身需要不断转变观念，创新培训模式，打造出高质量的精品课程来作为保持培训品牌活力的重要手段。培训模式应从满足型向引导型转变，注重人才的创新能力、多元化思维、复合型知识构造等素质的培养。例如一个优质的法律培训机构不能再以“只考什么，就教什么”的标准来开展教育培训项目，而是应从法律基础知识、素质拓展、国学素质的培养这几个方面出发，制定出多元化的培养方案，提高学员的综合素质。

Education training is to make students adapt to the development of the society.so,Education training their own needs constantly changing ideas,Innovation training mode,Create high quality course to keep training as an important means of brand vitality.Training model should meet the type to guide type transformation,Pay attention to talented person's innovation ability/Diversity of thinking/Compound knowledge structure and quality of the training.Such as a high quality legal training institutions can't to"Just got what,Taught what"To carry out the standard of education training programs,But from the basic knowledge of law/Diathesis developing/The quality of the Chinese culture based on these aspects,Work out the diversified training program,Improve the students' comprehensive quality.

　　其二，强化危机意识。据统计，中国消费者协会2008年接到针对教育培训行业的投诉2468件，比2007年1875件增加了31.6%，呈现快速增长的态势。我国培训机构已出现形象危机、经营危机、诚信危机、服务危机、媒介危机以及不可抗力引发的突发性危机。

The second,Strengthen crisis consciousness.According to the statistics,The China consumers' association in 2008 received education and training industry complaints 2468 pieces,More than 2007 1875 pieces of increased by 31.6%,Presents the fast growth the situation.Our country training institutions has appeared image crisis/Business crisis/Credit crisis/Service crisis/Media crisis and force majeure cause sudden crisis.

　　引起这一系列危机的原因尽管是多方面的，包括教育培训市场发展不成熟、教育培训市场基本制度和规则的缺失等，但最主要的原因还是教育培训机构自身缺乏危机意识。部分教育培训机构危机意识淡薄，对于机构运作过程中有可能产生的风险缺少风险评估，更缺少应对之策。当面对危机时，教育培训机构的危机管理制度不健全，没有形成包括危机预警、危机识别、危机管理、危机后处理等方面的一套成熟的危机管理系统。危机出现时不能及时、科学地提出危机处理方案，造成分工不明确，处理效果不理想，危机处理不快捷等后果。

This series of crisis caused by the reason though is various,Including education training market development is not mature/Education training basic market system and the lack of rules, etc,But the main reason or education training institutions to their own lack of crisis consciousness.Part of the education training institutions crisis consciousness,For institutional operation in the process to have the risk of lack of risk assessment,More lack of policy measures.When faced with a crisis,Education training institutions crisis management system is not perfect,No formed, including the crisis early warning/Crisis recognition/Crisis management/Crisis post-processing of a set of mature crisis management system.Crisis can not be timely/Put forward scientific crisis management plan,Cause division of labor is not clear,The treatment effect is not ideal,Crisis management not quickly and so on the consequences.

　　其三，注重品牌打造过程中的知识产权保护，减少不正当竞争。十八大报告提出，要实施知识产权战略，加强知识产权保护。在教育培训领域，一些正规的培训机构通过投入大量的人力、物力、融入品牌文化，终于打造出了独具特色的精品课程，在市场上享有较好的声誉，拥有大批的忠实学员。但是，由于现代网络技术的发展，正规机构的课程往往被一些非正规机构通过非法途径窃取，以低廉的价格吸引学员，甚至通过网店的方式出售课程，从而出现正规培训机构生源寥寥，非正规机构门庭若市的非正常景象。这对正规培训机构的发展造成了巨大的冲击。

thirdly,Pay attention to in the process of brands, intellectual property protection,Reduce the unfair competition.The eighteenth big report,To implement the strategy of intellectual property rights,Strengthening intellectual property protection.In the field of education training,Some formal training institutions through the invest a lot of human/material/Into the brand culture,Finally make a unique exquisite course,Enjoy better reputation in the market,Have a large number of loyal students.but,Due to the development of modern network technology,Formal institutions often course by some informal institutions through illegal means to steal,At low prices to attract students,Even through the shop sell way of course,Thus appear normal training institutions to a student,Informal institutions of the kind of abnormal scene.The formal training institutions caused a huge impact.

　　因此，培训机构应有意识地对企业发展具有经济意义的著作、商标、专利采取法律保护措施。在授权他人使用产品时应注意约定使用对象、范围、时间等，防止被非正规机构获取以谋取不正当的利益。最后，面对其他机构侵犯本机构知识产权的行为，要坚决运用法律手段维护自身合法权益，打击不正当竞争行为。(李旭东)

so,Training institutions should have consciousness of enterprise development has the economic significance of the work/trademark/Patent take legal protection measures.In the authorize others to use products should pay attention to the contract, use the object/range/time,Prevent be informal institutions access to seek illegitimate interests.finally,In the face of other agencies infringe the intellectual property rights institution of behavior,Determined using legal means to safeguard their own lawful rights,Against unfair competition.(Patrick)