科技教育产品市场营销策略研究
[Abstract]:The emergence of science and technology education products is the need of the times, is a market that is being developed and has great potential, and the competition among enterprises is becoming more and more intense. Through the research on marketing strategy of science and technology education product, this paper tries to put the marketing theory achievement into practice and bring it to the operation and management of the enterprise, so as to give other enterprises guidance, reference and inspiration. Through the research on the marketing of science and technology education products, this paper tries to apply the knowledge of marketing theory to the concrete market practice, to provide the marketing practice for enterprises, and to analyze the brand operation and channel construction of science and technology education products. Marketing strategies such as sales promotion management, such as marketing strategies, point out their successful experiences and existing problems, risks, as well as suggestions for further improvement strategies, so as to perfect the marketing strategy framework of science and technology education products, contribute to the industry, and increase the efficiency of enterprises. Especially when the products of the enterprise are in the stage of introduction to the growing period, how to integrate marketing quickly, seize and expand the market capacity after cutting into the market, and provide theoretical and practical reference for the formulation of marketing strategy. Through the methods of literature research, market research, case study, qualitative analysis and quantitative research, this paper discusses the concept of scientific and technological education products in the process of marketing. Behavior and other related issues, combined with the actual case study on the marketing of science and technology education products at Peking University, a survey of the entire science and technology education product industry in China, in the actual operation of marketing, There are more or less problems in the implementation of STP marketing strategy theory, which still need to be improved and updated. At the same time, the paper analyzes the marketing strategy of science and technology education products for other enterprises. By using the theory of STP marketing strategy, this paper comprehensively analyzes the marketing decisions of scientific and technological education product manufacturers in the aspects of market segmentation, target market positioning and product positioning. Through a practical case study on the educational product marketing of Peking University, it is found that its success is determined by many factors, but it is still lacking in the actual marketing process. Throughout the science and technology education product industry of our country, in the actual operation process of marketing, there are more or less problems in the implementation of STP marketing strategy theory, which still need to be perfected and updated. To study the marketing of science and technology education products, sum up the past experience, synthesize the domestic and foreign market dynamics, and absorb the essence of marketing in traditional education industry and other industries, This paper analyzes and summarizes the marketing elements suitable for the development and expansion of science and technology education enterprises, so as to promote the optimization and coordinated development of the market of science and technology education industry, and ensure that the products and services of science and technology education can be favored by more consumers. To provide consumers with products and services that are in line with their value. As an important organizational function, marketing plays a more and more important role, which can be used for reference in the future development and growth of existing science and technology education enterprises, so as to comprehensively improve the quality and efficiency of education in our country. To build a strong human resources country.
【学位授予单位】:兰州交通大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F274
【相似文献】
相关期刊论文 前10条
1 杨永淼;高校教育投资的性质及教育产品成本构成的理论思考[J];泰山乡镇企业职工大学学报;2002年04期
2 沈民;教育产品的供给和价格[J];经济师;2003年08期
3 孔庆发,李绍宁;论我国教育投资主体多元化[J];吉林商业高等专科学校学报;1999年02期
4 陈方斌;;教育产品属性对求学者的决策与选择影响[J];科技咨询导报;2007年17期
5 翟小会;;营销学视角的高校教育服务产品解析[J];经济研究导刊;2009年28期
6 汪旭;;城乡基础教育产品供给均等化问题研究[J];商业时代;2011年08期
7 赵亚贞;教育产品价格问题试探[J];价格月刊;2003年11期
8 应爱玲;朱金福;;高端教育产品消费行为对品牌偏好的影响研究[J];商业时代;2007年15期
9 张爱文,赵一鸣;教育投资的财政分析[J];山西财经大学学报(高等教育版);2000年03期
10 陈兵;;教育市场营销和营销策略[J];湖南税务高等专科学校学报;2006年04期
相关会议论文 前3条
1 周晓丽;陶美重;;教育产品观刍议[A];2006年中国教育经济学年会会议论文集[C];2006年
2 张翼;;政府与市场的博弈——教育产品的提供与生产分析[A];2004年中国教育经济学学术年会论文(二)[C];2004年
3 赖巧;;论教育产品及其特性[A];2004年中国教育经济学学术年会论文——四川师范大学经济学院研究生论文集[C];2004年
相关重要报纸文章 前10条
1 蔡可 中央教育科学研究所博士后工作站副研究员;中小学教育产品市场呼唤规范管理[N];中国教育报;2009年
2 本报记者 李燕京;我国婴幼儿早教少教育产品[N];中国消费者报;2010年
3 本报记者 刘永安 高芳;大学生就业遭遇能力危机[N];开封日报;2011年
4 于忠宁;校园岂能“格式化”管理[N];工人日报;2010年
5 本报记者 刘先琴;实现教育产品“优特新”[N];光明日报;2004年
6 ;华中 湖南长海[N];电脑商报;2004年
7 本报记者 唐景莉;软件人才何时与国际接轨[N];中国教育报;2001年
8 江苏省金湖县二中副校长 潘永康;农村学校的经营意识[N];中国教育报;2004年
9 王一民;“教育账本”公开是一个良好的开端[N];甘肃经济日报;2006年
10 王一民;一个良好开端:“教育账本”公开[N];南方周末;2006年
相关博士学位论文 前1条
1 应爱玲;自我概念在高端教育产品消费行为研究中的应用[D];南京航空航天大学;2006年
相关硕士学位论文 前6条
1 周晓丽;高校教育产品消费研究[D];华中农业大学;2007年
2 何倩;儿童创客教育产品设计开发研究[D];北京工业大学;2015年
3 宋涛;科技教育产品市场营销策略研究[D];兰州交通大学;2015年
4 黄利斌;公共产品高成本服务研究[D];浙江工商大学;2014年
5 兰小云;教育市场分析及其营销策略探究[D];华东师范大学;2004年
6 焦邻颖;上海创想教育科技有限公司网络教育产品市场推广策略研究[D];上海海事大学;2005年
,本文编号:2260604
本文链接:https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2260604.html