汇敦
助力打造国内早教行业标杆
项目背景
近年来，我国幼儿园数和在园幼儿数持续增加。2013年，全国共有幼儿园19.86万所，比2010年增加4.82万所，增长了32%；在园幼儿达到3895万人，比2010年增918万人，增长了31%。全国学前三年毛入园率达67.5%，比2010年增加了10.9个百分点。随着我国鼓励社会力量兴办幼儿园等政策的出台，民办幼儿园等学前教育机构开始快速成长，公办幼儿园所占比重持续下降，而民办幼儿园所占的比重持续上升。当前，民办幼儿园无论在幼儿园园数上还是在教职工人数上均已经超过公办幼儿园，民办幼儿园已成为我国学前教育的主导力量。
Background of the project:
In recent years, the number of kindergartens in our country and the children in the kindergartens continued to increase. In 2013, a total of 198 thousand and 600 kindergartens, increase 48 thousand and 200 over 2010, increase of 32%; children number in kindergarten reached 38 million 950 thousand people, an increase of 9 million 180 thousand people in 2010, an increase of 31%.The National pre-school three years gross enrollment rate reached 67.5% in China, 10.9 percentage points higher than 2010. Along with our country’s policies to encourage social forces to set up kindergartens , private kindergarten preschool education institutions began to grow rapidly, the proportion of public kindergartens continued to decline, the proportion of private kindergarten continues to rise. Currently, private kindergarten, the number in kindergarten and teachers is more than public kindergartens, private kindergartens have become the dominant force in pre-school education in our country.
洞见:
幼儿教育是我国学制的第一阶段，是基础教育的有机组成部分。它对幼儿实施德、智、体、美全面发展的教育，促进其身心和谐发展。在完善社会主义市场经济体制的背景下，随着国家政治、经济、现代化建设的突飞猛进，教育改革不断的深化，给幼儿教育改革和发展带来了前所未有的机遇。目前我国幼儿教育总体水平还不高，地区之间、城乡之间发展不平衡，与经济、社会、教育的发展和人民群众日益增长的需求还不相适应；幼儿教育事业投入不足；一些地方对幼儿教育的重要性认识尚不到位，简单套用企业改制的作法，将幼儿园推向市场，减少或停止投入，甚至出售；有的地方幼儿教育管理力量薄弱。
Insight:
Pre-school education is the first stage of the educational system in China, is an integral part of basic education. Imposed by it on children's moral, intellectual, physical and aesthetic development of education, to promote their physical and mental development. In the context of perfecting socialist market economy system, with the country's political, economic and modernization by leaps and bounds, continuously deepen the education reform, has brought unprecedented opportunities to educational reform and development. Currently China children education general level is also not high, it develops not balance in city and urban area, and not adapt to the development of economic, social, education and people increasingly growth of needs; children education career input insufficient; some place people’s awareness on children education is not enough, simple use enterprise restructuring of practices indiscriminately, put kindergarten to market, reduced or stop to input, even sold; some place early children education management is in weak power .
解决方案：
针对我国早期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“汇敦”。 “汇敦”构思源自于“国家的振兴；国家教育的进步；国家的精英的选拨，必须要从小培养——正是邓小平提出的：教育要从娃娃抓起！名称大气、国际化，凸显企业发展面向未来、面向国际化的趋势，所谓“笃学慎思，汇聚英才”正是此”汇敦“对于本企业品牌的形象写照。“汇”即是汇聚，寓意本国际学校融合国外与国内早教行业专业经验，且汇聚有专业执教经验的老师，汇聚一切有利资源辅助，师资优良。 “敦”是适合国际通用名称，“伦敦大学”、“开普敦大学”、“加里敦大学”等等名校皆有“敦”字，“敦”字含敦促，诚心诚意之含义，引申词多有教育辅助之含义：敦晓（劝勉开导）；敦教（勉励教诲）等等。敦本务实（崇尚根本，注重实际），寓意培养婴幼儿敦厚朴实优良品格。“汇敦”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 research on market trends for early education in China, Wevin naming team name "Hui Dun" for it. " Hui Dun", a concept originated from "the revitalization of the country; the progress of national education; the selection of the country's elite, must be from an early age--was proposed by Deng Xiaoping: education begins from kids! Name is great, internationalization, highlighting business development oriented toward the future, the international trend, So-called "devoted to study the careful reflection, gathering of excellence" is the reflection of " Hui Dun" for the image of the brand itself. "Hui" means brought together, means the school integration of foreign and domestic education industry experience and brings together teachers with professional coaching experience, bringing together all resources support, excellent teachers. "Dun" is suitable for international name, "London University", "University of Cape Town", "Jialidun University" schools are all contain "Dun" Word, "Dun" means urges, with good faith and meaning, extended meaning of the word education: Dun (exhortation to enlighten); Dun teaches (encouraged teaching), and so on. Dun ben pragmatic (advocating fundamental, practical), meaning character cultivating honest and guileless in infants. " Hui Dun" name attribute characteristic protruding, be different from the industry segment brand’s name significantly, can occupy the mental resources of the target customers quickly, fully embodies the name ontology as the Supreme State of naming art.
