乐恩特教育机构课外教学市场营销策略研究
发布时间：2018-10-05 11:10
【摘要】：随着经济的快速发展,我国各年龄段的教育受到政府和社会的广泛重视,除了学校的正规教育以外,课外辅导正逐渐成为越来越多学生的选择,由此而滋生的课外培训机构犹如雨后春笋一样迅速增长起来,尤其是大中型城市,该行业面临着愈加激烈的竞争,社会和市场的强烈需求造就了一个新兴的、具有发展潜力的市场——课外辅导市场。有的教育机构由于科学的市场定位和策略变革以及创新的市场营销,迅速做大做强;有的教育机构由于管理不善和市场营销不当等导致其走向衰弱。本文研究的乐恩特教育机构创立于2002年,一直专注于为莘莘学子提供课外辅导课程服务。10多年以来,课外辅导行业一直是机遇与挑战并存,为了教育机构的生存和发展,乐恩特教育机构制定和完善市场营销策略,并进行一系列的营销创新,全面提升了机构在深圳课外辅导行业的自身竞争力,塑造良好的教育机构品牌,快速的在国内市场占有了一席之地。本文着眼于我国中小学课外辅导的发展前景和竞争压力的现实环境,通过对所处的环境条件、竞争对手进行分析,剖析乐恩特教育机构的市场营销主要特点,指出该教育机构在推进教育服务时采用的营销策略,提出其采用市场营销优化组合策略,即在市场定位、市场细分、产品和市场组合、品牌策略等方面进行市场营销创新,同时辅以营销信息化平台以及营销增值服务等措施建设,为教育机构获得市场营销效果的持续改善和企业的长期可持续发展提供根本性的保障。本文对乐恩特教育机构市场营销的研究,通过对它自身营销环境分析,运用7Ps等理论,因地制宜,选择准确的定位,制定有效的营销策略,有利于乐恩特教育机构市场营销模式的探索和改进,有利于教育机构市场营销队伍的建设,有利于我国的课外辅导教育机构提升整体的营销水平。同时,本研究对我国信息技术时代的课外教学如何赢得更多市场份额、获得健康发展具有一些借鉴意义,对于适应我国中小学生课外辅导市场环境有一定的参考价值。
[Abstract]:With the rapid development of economy, the education of all ages in our country has received extensive attention from the government and society. In addition to the formal education in schools, extracurricular tutoring is gradually becoming the choice of more and more students. As a result, extracurricular training institutions are springing up like bamboo shoots, especially in large and medium-sized cities. The industry is facing increasingly fierce competition, and strong social and market demands have created a new one. Development potential of the market-extracurricular counseling market. Some educational institutions become bigger and stronger because of scientific market orientation, strategic change and innovative marketing, while some educational institutions become weak because of poor management and improper marketing. The Lornte educational institution studied in this paper was founded in 2002 and has been dedicated to providing extracurricular tutoring courses for students for more than 10 years. The extracurricular counseling industry has been facing both opportunities and challenges for the survival and development of educational institutions. Lornte educational institutions formulate and perfect marketing strategies, and carry out a series of marketing innovations, which comprehensively enhance the competitiveness of the institutions in the after-school counseling industry in Shenzhen, and shape a good brand of educational institutions. Quickly took a place in the domestic market. This paper focuses on the development prospects of extracurricular tutoring in primary and secondary schools and the realistic environment of competitive pressure. By analyzing the environmental conditions and competitors, this paper analyzes the main characteristics of the marketing of Leunte educational institutions. This paper points out the marketing strategy adopted by the educational institution in promoting educational service, and puts forward its marketing optimization strategy, that is, the marketing innovation in the aspects of market positioning, market segmentation, product and market combination, brand strategy, etc. At the same time, with the construction of marketing information platform and marketing value-added service, it provides the fundamental guarantee for educational institutions to obtain the continuous improvement of marketing effect and the long-term sustainable development of enterprises. Based on the analysis of its marketing environment and the application of 7Ps theory, this paper studies the marketing of educational institutions in Leunte, and makes effective marketing strategies according to local conditions, choosing accurate positioning, and making effective marketing strategies. It is beneficial to the exploration and improvement of marketing mode of educational institutions, the construction of marketing team of educational institutions, and the promotion of the overall marketing level of our country's extracurricular tutoring institutions. At the same time, this research has some reference significance for the extracurricular teaching in the information technology era how to win more market share and obtain the healthy development, and it has certain reference value for adapting to the market environment of extracurricular tutoring for primary and middle school students in our country.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G522.72
本文编号：2253155
[Abstract]:With the rapid development of economy, the education of all ages in our country has received extensive attention from the government and society. In addition to the formal education in schools, extracurricular tutoring is gradually becoming the choice of more and more students. As a result, extracurricular training institutions are springing up like bamboo shoots, especially in large and medium-sized cities. The industry is facing increasingly fierce competition, and strong social and market demands have created a new one. Development potential of the market-extracurricular counseling market. Some educational institutions become bigger and stronger because of scientific market orientation, strategic change and innovative marketing, while some educational institutions become weak because of poor management and improper marketing. The Lornte educational institution studied in this paper was founded in 2002 and has been dedicated to providing extracurricular tutoring courses for students for more than 10 years. The extracurricular counseling industry has been facing both opportunities and challenges for the survival and development of educational institutions. Lornte educational institutions formulate and perfect marketing strategies, and carry out a series of marketing innovations, which comprehensively enhance the competitiveness of the institutions in the after-school counseling industry in Shenzhen, and shape a good brand of educational institutions. Quickly took a place in the domestic market. This paper focuses on the development prospects of extracurricular tutoring in primary and secondary schools and the realistic environment of competitive pressure. By analyzing the environmental conditions and competitors, this paper analyzes the main characteristics of the marketing of Leunte educational institutions. This paper points out the marketing strategy adopted by the educational institution in promoting educational service, and puts forward its marketing optimization strategy, that is, the marketing innovation in the aspects of market positioning, market segmentation, product and market combination, brand strategy, etc. At the same time, with the construction of marketing information platform and marketing value-added service, it provides the fundamental guarantee for educational institutions to obtain the continuous improvement of marketing effect and the long-term sustainable development of enterprises. Based on the analysis of its marketing environment and the application of 7Ps theory, this paper studies the marketing of educational institutions in Leunte, and makes effective marketing strategies according to local conditions, choosing accurate positioning, and making effective marketing strategies. It is beneficial to the exploration and improvement of marketing mode of educational institutions, the construction of marketing team of educational institutions, and the promotion of the overall marketing level of our country's extracurricular tutoring institutions. At the same time, this research has some reference significance for the extracurricular teaching in the information technology era how to win more market share and obtain the healthy development, and it has certain reference value for adapting to the market environment of extracurricular tutoring for primary and middle school students in our country.
【学位授予单位】：湘潭大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G522.72
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