昂立国际教育F市分校营销策略研究

发布时间：2018-02-13 18:34

本文关键词： 营销策略民营教育培训机构 PEST模型 7P策略 SWOT分析　出处：《东北大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着改革开放的不断深入,我国经济社会不断发展,人才的竞争也就愈发激烈,在此背景下,越来越多的家长和学生选择在课后参加各类辅导或补习。目前,全国义务教育中小学在校人数接近2亿,其中约有70%的中小学生正在参与或曾经参与过课外辅导培训,城市中小学生参加课外辅导的比例甚至达到90%以上,课外教育培训行业市场前景巨大。近年来,随着同业竞争的加剧,在复杂多变的环境影响下,如何在残酷的市场竞争中依然能独树一帜,保持领先的市场份额,并能进一步做大做强已成为昂立国际教育F市分校管理层首要关注的事情。本文以昂立国际教育F市分校营销策略为主要研究对象,运用市场营销组合策略的相关理论,通过对其目前推行的营销策略在产品、价格、渠道、促销、人员、有形展示、过程7个方面的营销现状进行分析,查找出其在市场营销策略运用中存在的问题;利用PEST模型及SWOT模型对昂立国际教育F市分校所处的宏观环境、内部环境及竞争环境进行分析为该校营销策略的制定指明方向;对该校培训市场进行细分并选择合适的目标市场、确定市场定位;以此为基础从建立高附加值的课程体系、制定合理价格、创新促销模式、拓宽营销渠道、强化人员关系管理、加强服务流程化等方法对营销策略进行优化;最后提出实施这些策略的保障措施,包括理念保障、组织保障、资金保障等。
[Abstract]:With the deepening of reform and opening up, the economic and social development of our country, the competition for talents is becoming more and more fierce. Under this background, more and more parents and students choose to participate in various kinds of tutoring or tutoring after class. At present, The number of students in primary and secondary schools of compulsory education in China is close to 200 million, of which about 70% primary and middle school students are participating or have participated in extracurricular tutoring training, and the proportion of urban primary and middle school students participating in extracurricular tutoring has even reached over 90%. The market prospect of extracurricular education and training industry is huge. In recent years, with the intensification of competition in the same industry, under the influence of complex and changeable environment, how can we still be unique in the cruel market competition and maintain the leading market share? And to be able to further become bigger and stronger has become the first concern of the management of Only International Education F City. This paper takes the marketing strategy of Anli International Education F City as the main research object, and applies the relevant theory of marketing combination strategy. Through the analysis of the current marketing situation of its marketing strategy in seven aspects: product, price, channel, promotion, personnel, tangible display and process, the problems existing in the application of marketing strategy are found out. PEST model and SWOT model are used to analyze the macro environment, internal environment and competition environment of Anli International Education F. The training market of the school is segmented, the appropriate target market is selected, and the market orientation is determined, which is based on the establishment of a high value-added curriculum system, the establishment of a reasonable price, the innovation of the promotion model, the broadening of marketing channels, and the strengthening of personnel relationship management. Finally, the paper puts forward the guarantee measures to implement these strategies, including the idea guarantee, the organization guarantee, the fund guarantee and so on.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G523;F274

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