培顿
与国际名校接轨最佳捷径
项目背景:
教育培训市场正向更加细分的趋势迈进，高、中、低不同层次的培训需求正在寻找合适的沟通渠道。早在2004年，城市居民人均教育培训支出已达1012.85元，以7.4%的比例高居家庭消费支出的第一位。截至2004年底，除去国家高等教育，单论各种相关培训市场，产值已达百亿的规模，且正以每年30%以上的速度迅速增长。到了2006年，这个市场已经发展到上千亿元规模。教育培训市场利润丰厚，而进入的技术壁垒和资金壁垒却比较低，已被公认为是朝阳产业和最具钱景的市场之一。
Background of the project:
The market of education and training turns into more segments market trends, high, medium and low levels of training needs is looking for the appropriate communication channels. Early in 2004, the education and training expenditureof per capita urban residents reached 1012.85 Yuan, Become households ' consumption firstwith 7.4% high proportion ,. By the end of 2004, excluding national higher education, as training market, the scale of production has reached tens of billions, and is growing at a rate of 30% per year rapidly. By the year 2006, the market size has grown to hundreds of billions of Yuan. It’s lucrative in the market of education and training, and the barriers of technicaland financialaccess to trade are relatively low, has been recognized as a rising industry and one of the most promising markets.
洞见:
培训教育市场已跨入理性化、细分化发展轨道。在这个细分化的市场，有许多有创新、有品质的培训机构还没有发展起来，就陷入同行的茫茫大海中，因为找不到生源而死亡。根据我们分析，被淘汰的机构关键原因在于这些培训机构获取生源的渠道不畅，力量太弱，没有能力站稳脚跟。但很多例子证明，从目前的现实情况看，整个教育培训市场的需求富有弹性而且呈现高、中、低不同层次，不同的机构都可以在不同的层次生存。现在主要的问题是由于众多教育培训机构遍地开花，一方面各种机构推广模式单一，导致众多学员无法及时了解相关信息;另一方面求学者面对众多机构，无从选择。
Insight:
Training and education market has entered into the rational, subdivision development rail. In this segmentation market, has many innovative and quality training institutions have not yet developed into a peer in the vast sea, die because lack of students. According to our analysis, the reason that these training institutions out is obstructed channel. is too weak and unable to stand. But a lot of examples show, from the reality of the current situation, the whole education and training market needs are flexible, have high ,medium and low levels, different institutions can survive in different levels. Now the main problem is all over because of the many education and training institutions, on the one hand is single modepromoting, leading to workers failing to know timely information; learners face many organizations on the other hand, have no choice.
解决方案：
针对我国培训教育行业市场发展趋势的研究，先知命名团队为其命名“培顿”。“培”即培养和训练,帮助和引导成长，即培育，培训。“顿”作名称词用，亦有立刻，马上之意。“培顿”名称构思简约大气，有外美感，创意思路围绕着本企业与国外名校直接接轨的“英语系统培训”的核心业务项目来展开联想。“培顿”凸显出了“英语培训”系统学习全面精准到位，能让客户实现自己的目标。“培顿”是适合国际通用名称，此名称行业属性特征凸出，与同行业品牌名称区隔明显，能够快速占据目标客户的心智资源，充分体现名称即本体作为命名艺术的至高境界。
Solution:
Aiming at the development trend of China's consulting market and the unique industry , Wevin naming team name "Peidun" for it,"Pei" is to help and guide the growth, cultivation and training. "" As a name, there is immediately, meaning at once. "Peidun" name is under consideration for great meaning, with outer beauty, creative thinking around the enterprise connect directly with schools abroad "English system training" project to expand core business association. "Peidun" highlights "English training" learning system comprehensive precision, guide customers to achieve their goals. "Peidun" is suitable for the international generic names, the name protrude property features ,quite different to the brand in the same industry, can occupy the target customersmental resources quickly, fully embodies the name’s Supreme State of art as ontology .
