JS教育培训公司的营销策略研究

发布时间：2018-10-14 10:56

【摘要】：在教育行业竞争逐渐显赫的背景下,教育培训行业已经逐步发展成直接把市场目标定位于特定的消费群体,进行符合消费群体的教育需求。JS教育培训公司,在逐渐发展出区别于同行业其他机构的差异性营销策略的同时,该如何制定营销策略,以获得更高的社会效益和经济效益,成为教育培训机构高管们首先思考的重要问题。本文围绕STP定位理论以及4P-4C-4R营销组合理论,运用SWOT分析对JS教育培训公司所面临的运营环境,及公司内部的营销状况进行详细分析,发现了JS教育培训公司在当前行业竞争激烈的环境下,存在市场定位不清晰、课程设置形式单一、课后服务流程繁琐、课程定价偏高、校址远离学区、拓展渠道投入比高、市场推广成本较高昂、广告宣传缺乏针对性等问题,其当前的营销方式较落后。为了解决培训公司营销中的关键性问题,文中试图运用所学的相关营销管理理论,加以分析和解决。首先,运用营销STP定位理论,对本公司的市场细分、目标市场选择与定位这三方面的市场营销核心问题展开深入研究与分析。其次,运用4P-4C-4R营销组合理论,提出具体的有实际针对性和可操作性的营销策略来完善培训公司的营销方案,如延伸现有产品、加强课程灵活性、丰富服务形式并简化服务流程、调整线上课时费用、降低人员管理成本、维护媒介口碑营销、开发个性化O2O智能平台学习管家、建立特许经营招商渠道、多维度选取培训场地、挖掘线上潜在客户群等。最后提出了JS教育培训公司在中国教育市场行业上的营销策略实施计划表与实施战略保障、技术保障、财务保障以及人力资源保障四方面保障措施。本文从一家培训公司角度,立足特定消费群体,研究教育产品的营销策略同时,对JS教育培训公司的营销策略提供了理论支持和策划方案,并在此基础上,期待能帮助更多教育培训企业充分利用互联网线上媒介实时监控、后台数据分析、构建推广内容并评估风险、O2O智能平台学习管家等来实施市场营销。相信实施改进的营销方案,JS教育培训公司会逐步成为全国个性化教育培训领域的领先机构。
[Abstract]:Under the background of education industry competition becoming more and more prominent, education and training industry has gradually developed into a direct market target targeted at specific consumer groups to meet the educational needs of consumer groups. JS Education and training Company, While gradually developing different marketing strategies which are different from other organizations in the same industry, how to formulate marketing strategies in order to obtain higher social and economic benefits has become an important issue for senior executives of educational and training institutions to think about first. Based on STP positioning theory and 4P-4C-4R marketing combination theory, this paper uses SWOT analysis to analyze the operating environment faced by JS education and training company, and the marketing situation within the company. It is found that in the current competitive environment of JS education and training company, the market position is not clear, the course setting form is single, the after-school service process is cumbersome, the course pricing is on the high side, the school site is far away from the school district, and the investment ratio of expanding the channel is high. The cost of marketing is high, the advertising is short of pertinence and so on. In order to solve the key problems in training company marketing, this paper tries to use the relevant marketing management theory to analyze and solve the problem. First of all, using the marketing STP positioning theory, this paper makes a deep research and analysis on the marketing core issues of our company in three aspects: market segmentation, target market selection and positioning. Secondly, using the theory of 4P-4C-4R marketing combination, the author puts forward specific marketing strategies to perfect the marketing scheme of the training company, such as extending the existing products, strengthening the flexibility of courses, enriching the service forms and simplifying the service flow. Adjust line cost in class, reduce staff management cost, maintain media reputation marketing, develop personalized O2O intelligent platform learning housekeeper, establish franchising channels to attract investors, select training sites in many dimensions, and excavate potential customer base on line. Finally, the paper puts forward the marketing strategy implementation schedule of JS education and training company in Chinese education market and its implementation strategy guarantee, technical guarantee, financial guarantee and human resource guarantee. From the perspective of a training company, based on a specific consumer group, this paper studies the marketing strategy of educational products. At the same time, it provides theoretical support and planning scheme for the marketing strategy of JS education and training company, and on this basis, It is expected to help more educational and training enterprises make full use of online media real-time monitoring, background data analysis, construction of promotional content and risk assessment, O2O intelligent platform learning butler to implement marketing. We believe that with the improved marketing program, JS will gradually become the leading organization in the field of personalized education and training.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274

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