M艺术教育公司的营销战略研究

发布时间：2018-06-20 07:41

本文选题：艺术教育 + 营销战略　；参考：《东北大学》2014年硕士论文

【摘要】：2011年,党的十七届六中全会的召开,通过了《中共中央关于深化文化体制改革,推动社会主义文化大发展大繁荣若干重要问题的决定》,建议要致力于建设社会主义文化强国,并提出了推进社会主义文化大发展大繁荣的纲领性要求,明确指出到2020年的文化改革发展奋斗目标,将文化产业定位为国民经济支柱性产业,这一重要部署使文化产业在国民经济中的地位得到不断强化,为文化产业大发展带来了机遇。文化强国战略的提出,为艺术培训行业提供了发展空间,也为艺术培训行业注入了发展动力。当今素质教育已成为主流教育,作为素质教育的一个重要组成部分的艺术教育愈来愈受到人们的重视,因为它是德、智、体、美、劳中不可缺少的一部分,对少儿素质的培养有着特殊的意义。民众对于艺术教育意识的逐渐提高,家庭教育消费在艺术教育这一块的投入不断增加,这一系列的利好消息都释放出一个信号——艺术培训市场是一块诱人的蛋糕,将成为“21世纪最有前途的发展行业之一”。M艺术教育公司是一家以少儿艺术培训为主的艺术培训机构。公司的发展战略是打造面向中高端生活圈客户的艺术教育连锁品牌。公司计划从2014年开始逐步拓展新的分校区,并将成熟的经营战略复制到所有分校区中,而营销战略是其中的重中之重。因此,公司需要以当前校区为基础,制定出科学合理的营销战略用于公司今后的发展。而M艺术教育公司当前仅有的一个校区位于沈阳市和平区长白岛,该地区的市场发展空间巨大,但同业竞争也相当激励。公司必然要充分了解市场,制定科学合理的营销战略,才能保证公司的继续发展。该课题拟对M艺术教育公司的情况进行全面的分析。分析其所在市场的环境,了解其竞争优势和存在的问题,从而确定目标客户和进行产品定位,提出合理的营销战略,帮助其迅速占领地区市场,并形成品牌优势而向外扩大市场。针对以上形势的分析,提出M艺术教育公司应该如何进行营销战略的规划,来赢得所在地区的市场规模,继而形成在未来艺术培训行业领域中的竞争优势。该课题正是基于这样的背景对M艺术教育公司的营销战略进行深入探讨和分析。本文以市场营销管理的基本理论为依据,通过分析M艺术教育公司的现状和所处的竞争环境,帮助其设定详细合理的营销战略,为未来进一步的发展而进行准确的市场定位,并确定合理可行的营销战略,然后进一步将战略具体到艺术培训行业相关企业的经营活动中。
[Abstract]:In 2011, the sixth Plenary session of the 17th Central Committee of the CPC adopted the "decision of the CPC Central Committee on deepening the Reform of the Cultural system and promoting the Great Development and Prosperity of Socialist Culture", suggesting that efforts should be made to build a socialist cultural power. It also puts forward the programmatic requirements for promoting the great development and prosperity of socialist culture, points out clearly the goal of cultural reform and development by 2020, and positions the cultural industry as the pillar industry of the national economy. This important arrangement strengthens the position of cultural industry in the national economy and brings opportunities for the development of cultural industry. The strategy of cultural power provides the development space for the art training industry, and also injects the development power into the art training industry. Nowadays, quality education has become the mainstream education. As an important part of quality education, art education has been paid more and more attention to, because it is an indispensable part of virtue, intelligence, physical, beauty and labor. It is of special significance to the training of children's quality. With the increasing awareness of art education among the public and the increasing investment of family education in art education, this series of good news has sent a signal that the art training market is an attractive cake. Will become "the 21st century one of the most promising development industry". M Art Education Company is a children's art training based on the art training institutions. The company's development strategy is to create a mid-high-end life circle customers of art education chain brand. Marketing is the top priority of the company's plans to gradually expand new campuses in 2014 and replicate its mature business strategy across all campuses. Therefore, the company needs to establish a scientific and reasonable marketing strategy for the future development of the company based on the current campus. At present, the only campus of M Art Education Company is located in Changbai Island, Heping District, Shenyang City. The market space in this area is huge, but the competition among the same industry is also very encouraging. The company must fully understand the market, formulate a scientific and reasonable marketing strategy to ensure the company's continued development. This topic plans to carry on the comprehensive analysis to the M art education company's situation. Analyzing the environment of its market, understanding its competitive advantage and existing problems, so as to determine the target customers and product positioning, put forward a reasonable marketing strategy to help it quickly occupy the regional market, And form brand advantage and expand the market outward. According to the analysis of the above situation, this paper puts forward how M Art Education Company should plan its marketing strategy in order to win the market scale in the region, and then form the competitive advantage in the field of art training in the future. This topic is based on this background to M Art Education Company's marketing strategy in-depth discussion and analysis. Based on the basic theory of marketing management, this paper analyzes the current situation and competitive environment of M Art Education Company, helps it to set up a detailed and reasonable marketing strategy, and makes an accurate market positioning for further development in the future. The reasonable and feasible marketing strategy is determined, and then the strategy is further applied to the management activities of the related enterprises in the art training industry.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G522.72

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