科技教育产品市场营销策略研究

发布时间：2018-10-09 20:02

【摘要】：科技教育产品的出现是应时代所需,是一片正在被开发而且潜力巨大的市场,各个企业之间的竞争也愈演愈烈。通过对科技教育产品的市场营销策略研究,试着把营销理论成果实践化,将其应运到企业的运营管理等具体的实践中,给其他企业以向导、借鉴、启示。本文通过对科技教育产品的市场营销进行研究,尝试将营销理论的知识应用到具体的市场实践中,为企业提供营销实战之借鉴,通过分析科技教育产品的品牌运作、渠道建设、促销管理等营销策略,指出其为何成功的经验及存在的问题、风险,以及下一步的改进策略建议,从而完善科技教育产品的营销策略架构,为行业做贡献,为企业增效益,特别是当企业的产品处于导入期至成长期的阶段,切入市场后企业如何快速整合营销,抢占与拓展市场容量,为其制定营销策略提供理论和实践的参考。文章主要通过文献研究法、市场调查法、个案研究法、定性分析与定量研究相结合等研究方法,以科技教育类产品为研究对象,探讨其市场营销过程中的理念、行为等有关问题,结合北大青鸟在科技教育产品营销方面的实际案例,纵观我国整个科技教育产品行业,在市场营销的实际操作过程中,对STP市场营销战略理论的具体实施或多或少存在问题,仍需要不断完善、更新。同时,分析了科技教育产品的市场营销策略对其它企业的借鉴与启示。通过运用STP市场营销战略理论综合分析了科技教育产品厂商在市场细分、目标市场定位、产品定位方面的营销决策。通过北大青鸟在教育产品营销方面的实际案例,研究发现其成功是由众多因素共同决定的,但其在实际营销过程中仍然有所欠缺。纵观我国整个科技教育产品行业,在市场营销的实际操作过程中,对STP市场营销战略理论的具体实施或多或少存在问题,仍需要不断完善、更新。研究科技教育产品市场营销,将以往的经验加以总结,综合国内外市场动态,并且要吸纳传统教育行业和其他行业中的营销精髓,博取众长,分析总结出适合科技教育企业发展壮大的市场营销要素,以此来促进科技教育行业的市场的优化和协调发展,保证科技教育产品与服务能够得到更多消费者的青睐,为消费者提供与价值相符的产品与服务。市场营销作为一项重要的组织职能越来越发挥着重要的作用,为现存科技教育企业在今后的发展成长之路上提供一些可借鉴、启示之处,全面提高我国的教育质量与效率,建设人力资源强国。
[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

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