L公司英语培训项目营销策略研究

发布时间：2018-07-10 12:07

本文选题：L公司 + 英语培训　；参考：《南昌大学》2017年硕士论文

【摘要】：中国是世界上人口数量最多的非英语国家。伴随着经济全球化的快速发展,我国社会与国际社会的接触越来越广泛,英语培训机构也在高速发展且竞争日益激烈。同时随着国民经济收入的提高,家长对孩子教育培训的需求空间也越来越大。本文采用文献分析法和案例分析法,以L公司英语培训项目为研究对象,通过对L公司现行的营销策略进行分析,发现公司营销中存在的问题并有针对性地提出优化组合策略和保障措施。本文应用所学相关知识进行研究。如运用了PEST模型从政治、经济、技术、文化这四方面着手分析L公司的宏观环境。然后应用波特五力模型对L公司英语培训项目的竞争环境进行分析。并通过SWOT分析L公司的优劣势及其面临的机会和威胁。最后在4P理论指导下制定适合L公司英语培训项目的营销组合策略,采用理论和实际相结合的研究手段,为新的营销策略的实施提出了建议和保障措施。在分析L公司英语培项目的市场环境之后制定了新的营销策略组合。在产品策略方面做到保留优势产品、打造特色课程、淘汰弱势项目。依据这条总结为L公司英语培训项目的定价策略和渠道策略提供了相应的发展方向和建议,例如,导向定价策略、结合差别定价与组合定价策略、体验营销策略、关系营销策略等。在L公司英语培训项目实施新的营销策略的保障措施中,本文主要从以下四个内容进行阐述:加强营销团队建设、课程设置改革、建立有效的激励机制和打造专业师资团队。
[Abstract]:China is the most populous non-English-speaking country in the world. With the rapid development of economic globalization, the contact between our society and the international community is more and more extensive, and the English training institutions are developing at a high speed and the competition is becoming increasingly fierce. At the same time, with the increase of national economic income, parents' demand for children's education and training is also growing. This paper uses literature analysis and case analysis to analyze the current marketing strategies of L Company by taking the English training project of L Company as the research object. Find out the problems existing in the marketing of the company and put forward the optimal combination strategy and safeguard measures. This article applies the relevant knowledge to carry on the research. For example, pest model is used to analyze L company's macro environment from four aspects: politics, economy, technology and culture. Then the competitive environment of L company English training project is analyzed by Porter's five-force model. And through SWOT analysis of the strengths and weaknesses of L company and the opportunities and threats faced. Finally, under the guidance of 4p theory, the author formulates the marketing combination strategy suitable for L company English training project, and puts forward some suggestions and safeguard measures for the implementation of new marketing strategy by combining theory with practice. After analyzing the marketing environment of L company's English culture project, a new marketing strategy combination has been developed. In the product strategy to retain the advantage of products, create special courses, eliminate weak projects. According to this summary, it provides the corresponding development direction and suggestion for the pricing strategy and channel strategy of English training program in L Company, for example, the guided pricing strategy, the combination of differential pricing and combination pricing strategy, and the experience marketing strategy. Relationship marketing strategy. In the guarantee measures of implementing the new marketing strategy in the English training project of company L, this paper mainly discusses the following four aspects: strengthening the construction of marketing team, reforming the curriculum, establishing effective incentive mechanism and building professional teaching staff.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72;F274

【参考文献】