AA培训中心防爆电气作业人员上岗培训项目2015年市场营销计划书

发布时间：2018-01-03 03:41

本文关键词：AA培训中心防爆电气作业人员上岗培训项目2015年市场营销计划书　出处：《华南理工大学》2015年硕士论文　论文类型：学位论文

【摘要】：AA培训中心是一家提供多种特种作业培训考核项目的盈利性培训中心,2014年广州市安全生产监督管理局,出台了《市安全监督局关于开展防爆电气作业人员安全技术培训考核发证工作的通知》(穗安监〔2014〕102号),根据文件精神,AA培训中心成为了全广州市唯一一家试点培训单位,如何推广好该培训项目是中心工作的重中之重。本计划书通过借鉴职业教育、安全生产专业知识及市场营销理论,运用文献资料研究法、访谈法及比较研究法多种研究方法,根据AA培训中心的概况、行业营销环境分析和培训市场细分,制定2015年防爆电气作业人员上岗培训项目营销计划书,为项目营销推广工作提出切实可行的参考意见。本计划书结合国内外职业培训发展的现状,利用波特五力模型详细分析项目的竞争态势,得出潜在进入该培训项目的竞争者、替代项目的威胁、参与培训学员及培训师资的议价能力都比较低,但同行业其他培训机构的竞争激烈。其次,运用SWOT模型分析,项目内部优势为历史悠久、合作广泛、强大办学实力、地理交通优势及良好合作关系基础,劣势为市场对项目接受度不高及宣传不足;外部机遇为国家政策支持及执法力度不断加强;挑战为企业和从业人员重视度不高及竞争者增多。再次,运用STP理论明确项目定位于广州市的化工行业,2015年培训人数1200人,营销策略实行4P组合营销策略(产品、渠道、促销、价格)及关系营销策略相结合。最后,本计划书预算了AA培训中心2015年防爆电气作业人员上岗培训项目的收入及成本,其中收入为1,140,000元,成本支出为1,099,559.5元,预计利润为40,440.5元,得出项目可盈利的良好结论。通过此次的营销策划,不仅建立项目核心竞争力,提升服务及教学质量,提高竞争者进入壁垒,更为中心树立自身独特品牌,奠定行业领导者地位。
[Abstract]:AA training Center is a profit-making training center which provides a variety of training and assessment projects for special operations. In 2014, Guangzhou Municipal Bureau of production Safety Supervision and Administration. Issued the "Municipal Safety Supervision Bureau on the development of explosion protection electrical operators safety training assessment certification" (Guangzhou safety supervision of 2014) 102, according to the spirit of the document. AA training center has become the only pilot training unit in Guangzhou, how to promote the training project is the most important work of the center. Safety production professional knowledge and marketing theory, using literature research method, interview method and comparative research method, according to the general situation of AA training center, industry marketing environment analysis and training market segmentation. To formulate the 2015 explosion-proof electrical personnel induction training project marketing plan, for the project marketing and promotion work put forward practical reference. This plan combined with the status quo of vocational training development at home and abroad. Using Porter's five-force model to analyze the competitive situation of the project in detail, we can draw the conclusion that the potential competitors to enter the training project, the threat of alternative projects, the bargaining ability to participate in the training of trainees and the training of teachers are relatively low. But the competition of other training institutions in the same industry is fierce. Secondly, using SWOT model analysis, the internal advantages of the project for a long history, extensive cooperation, strong school strength, geographical transport advantages and good cooperative relationship. The disadvantage is that the acceptance of the project is not high and the propaganda is insufficient; External opportunities for national policy support and law enforcement efforts to strengthen; The challenge for enterprises and practitioners to pay less attention to and increase competitors. Thirdly, the use of STP theory to define the project in Guangzhou's chemical industry, in 2015, the number of people trained 1, 200. Marketing strategy implementation 4p combination marketing strategy (product, channel, promotion, price) and relationship marketing strategy combined. Finally. This plan estimates the income and cost of 2015 explosion proof electrical personnel induction training project in AA training center, of which the income is 1,140,000 yuan and the cost expenditure is 1,099. 559.5 yuan, estimated profit is 40,440.5 yuan, draw a good conclusion that the project can be profitable. Through the marketing planning, not only establish the core competitiveness of the project, improve service and teaching quality. Improve the entry barriers of competitors, set up their own unique brand, and establish a leading position in the industry.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F272.92;F274

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