广东GY公司成人高等教育营销策略研究

发布时间：2018-06-20 09:12

本文选题：GY公司 + 教育服务　；参考：《广东财经大学》2017年硕士论文

【摘要】：随着人们对知识文化、技能技术需求的增加以及国家政策的鼓励,民营成人高等教育蓬勃发展,已成为我国“正规”高等教育体系的有效补充。进入二十一世纪以来,民办高校大量涌现,对广东GY公司的发展形成了巨大冲击。面对着日益激烈的市场竞争,营销已成为获得消费者、占据成人高等教育市场的主要策略之一。通过调查了解到GY公司的营销组织不健全、营销渠道单一、营销管理滞后等问题,严重影响了公司经营目标的实现。要实现公司打造“成人高等教育第一品牌”的目标,需要对营销渠道运营进行系统研究,针对现有问题提出科学合理的建议,制定相应的措施,以保证公司目标的实现。本文在对国内外教育行业营销运营相关文献进行研究的基础上,以市场营销、服务营销管理理论为指导,分析了目前广东教育行业以及营销渠道的现状和问题,对GY公司发展的影响。结合公司实际,指出了GY公司目前营销运营存在的问题,从而明确公司营销渠道运营发展的方向和重点。运用PEST分析方法,对广东GY教育集团外部的政治与法律、经济、社会文化及其技术等宏观环境进行研究;同时,采用SWOT分析方法,厘清公司营销运营具有的优势、存在的劣势,以及发展的机遇和面临的挑战,避免自身劣势和外部威胁带来的消极影响。结合本人工作经验,通过市场调研,对GY教育集团的成人高等继续教育市场营销思路构建,市场进行细分、选择和定位,以及在此基础上从营销渠道拓展、营销渠道管理以及口碑营销等三个方面,制定了公司营销营运策略规划,以期为实现公司市场营销目标提供参考。
[Abstract]:With the increasing demand for knowledge and technology and the encouragement of national policies, the private adult higher education has developed vigorously and has become an effective supplement to the "formal" higher education system of our country. Since the 21 century, a large number of private colleges and universities have emerged, which has formed a huge impact on the development of Guangdong GY Company. In the face of increasingly fierce market competition, marketing has become one of the main strategies for obtaining consumers and occupying the market of adult higher education. Through investigation, it is found that the marketing organization of GY Company is not perfect, the marketing channel is single, and the marketing management is lagging behind, which seriously affects the realization of the company's business objectives. In order to realize the goal of "the first brand of adult higher education", it is necessary to make a systematic study on the marketing channel operation, put forward scientific and reasonable suggestions for the existing problems, and formulate corresponding measures to ensure the realization of the company's goal. Based on the research of domestic and foreign literature on marketing and operation of education industry, and guided by the theory of marketing and service marketing management, this paper analyzes the current situation and problems of Guangdong education industry and marketing channels. Influence on the development of GY Company. Combined with the actual situation of the company, this paper points out the problems existing in the current marketing operation of GY Company, so as to clarify the direction and emphasis of the company's marketing channel operation and development. By using pest analysis method, this paper studies the macro environment of politics, law, economy, social culture and technology outside Guangdong GY Education Group, meanwhile, using SWOT analysis method, it clarifies the advantages and disadvantages of the company's marketing operation. And development opportunities and challenges to avoid their own disadvantages and external threats brought about by the negative impact. Combining with my working experience, through market research, this paper constructs, subdivides, selects and orientates the marketing ideas of adult higher continuing education in GY Education Group, and develops the marketing channels on this basis. Marketing channel management and word-of-mouth marketing are the three aspects of the company's marketing strategy planning, in order to achieve the company's marketing objectives to provide a reference.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G724

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