大连阿斯顿“未来英语”培训业务服务营销策略研究

发布时间：2018-02-25 16:33

本文关键词： 未来英语市场营销环境目标市场策略服务营销组合策略　出处：《吉林大学》2015年硕士论文　论文类型：学位论文

【摘要】：阿斯顿教育旗下的“未来英语”培训机构在全国的第一站是大连，，目前大连也是重要的分校区之一；是第一家开发大连少儿英语培训市场的英语培训机构，也是第一家以外教上课学习英语听说为特色的少儿英语培训机构，有着良好的口碑和群众基础。随着各类少儿英语培训机构的建立，各种特色的培训方式增加了家长选择的余地，大连市的少儿英语培训市场竞争处于白热化阶段，大连阿斯顿“未来英语”受到了不小的冲击。在这样的背景下，本文以大连阿斯顿未来英语培训业务为研究对象，来探讨“未来英语”项目的市场拓展问题。这对于大连阿斯顿“未来英语”在市场中脱颖而出，维持竞争优势有重要意义。本文共有四章。第一章是绪论，简要介绍了论文的研究背景、研究意义、研究内容和方法四个方面内容。大连阿斯顿“未来英语”在经营过程中，尤其是市场竞争激烈后，产生了各种各样的服务营销方面的问题，这些问题有的是少儿英语培训机构的共性问题，有的阿斯顿“未来英语”特有的个性问题。本文通过使用问卷调查、SWOT模型、五力模型等各种研究方法，找出学校目前经营中服务营销方面的不足，并进行对策分析。第二章大连阿斯顿“未来英语”培训业务服务营销现状及存在的问题。分了三个部分阐述。第一部分是描述大连阿斯顿“未来英语”概况。介绍了大连阿斯顿“未来英语”的发展历史、组织架构和师资力量以及业务范围。第二部分分析了大连阿斯顿“未来英语”培训业务服务营销现状。从产品、服务、渠道、促销四个角度对大连阿斯顿“未来英语”的现状进行了阐述。第三部分对大连阿斯顿“未来英语”培训业务在市场营销上存在的主要问题进行了分析。根据第二部分对服务营销的现状描述，通过问卷调查的方法，找出目前大连阿斯顿“未来英语”所面临的服务营销问题。第三章大连阿斯顿“未来英语”培训业务市场营销环境分析。首先对“未来英语”所处的宏观业务环境角度分析，主要是四个方面：政治法律环境、经济环境、科学技术环境和社会文化环境。其次对大连市的少儿英语培训行业进行了业务环境分析：对行业内竞争对手的分析、对潜在竞争者的分析、对替代品的威胁分析。再次，对客户进行了分析，既对消费者的体验和意向进行了分析，找出影响消费行为的因素。最后，使用SWOT法对大连阿斯顿“未来英语”进行了优势、劣势、机会、威胁四个方面的分析。为有针对性的调整服务营销策略打下基础。本文的第四章是大连阿斯顿“未来英语”培训业务服务营销组合策略的制定及实施保障。先是对服务目标市场进行了选择与定位。针对服务市场的目标和定位，以及前文分析的大连阿斯顿“未来英语”在服务营销中存在的问题，提出大连阿斯顿“未来英语”的服务营销组合策略。最后，本文为如何保障这些服务营销策略的实施给出了具体建议。
[Abstract]:The first station in the country is Dalian , and Dalian is one of the most important schools in Dalian . It is the first English training institution to develop Dalian Children ' s English Training Market . It is also the first language training institution with good reputation and mass foundation . With the establishment of various kinds of children ' s English training institutions , the training mode of various features increases the choice of parents . In this context , this paper discusses the market development of " future English " project by taking the future English training business of Dalian as the research object . It is of great significance to differentiate the future English in the market and maintain the competitive advantage . The first chapter is the introduction , briefly introduces the research background , the research significance , the research content and the method four aspects . Chapter Two discusses the present situation and existing problems of the service marketing of the future English training service in Dalian . The first part describes the development history , organizational structure and teachers ' power and the business scope of Dalian ' s " future English " . The second part analyzes the current situation of Dalian ' s " future English " training service marketing . Part three analyzes the current situation of Dalian ' s " future English " training service marketing . The third part analyzes the present situation of Dalian ' s " future English " training service marketing . Chapter three analyzes the marketing environment of the future English training business in Dalian . First , the macro business environment angle analysis of " future English " is analyzed , which is mainly four aspects : political legal environment , economic environment , science and technology environment and social culture environment . Secondly , it analyzes the competitors in the industry , analyzes the potential competitors and analyzes the threats . Finally , the SWOT method is used to analyze the advantages , disadvantages , opportunities and threats of the future English . Finally , the SWOT method is used to analyze the advantages , disadvantages , opportunities and threats of the future English . The fourth chapter of this paper is the development and implementation of the marketing mix strategy for the training service of the future English language in Dalian . First , the selection and positioning of the service target market is carried out . In view of the target and orientation of the service market , and the problems existing in the service marketing of the former analysis , the service marketing combination strategy for the future English is put forward . Finally , the article gives concrete suggestions on how to guarantee the implementation of these service marketing strategies .

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G623.31;F274

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