大庆市QC培训机构市场营销策略研究

发布时间：2018-03-28 22:36

本文选题：中小学　切入点：培训机构　出处：《东北石油大学》2017年硕士论文

【摘要】：随着“减负”政策的实施,学生的课外时间越来越多,大庆市市民一直以来又非常重视孩子的教育问题,大部分家庭已经不满足于学校教育,由此中小学校外培训机构得到了前所未有的发展空间和机会。QC培训机构是一家大庆市本土的中小学校外培训机构,近年来发展迅速。随着大庆市校外培训市场的竞争日趋激烈,如何运用有效的营销策略获得优势,成为QC培训机构需要考虑的现实问题。本文以此为背景对QC培训机构进行市场定位,提出有效的营销策略建议。本文在结合相关理论和国内外文献研究的基础上,对大庆市校外培训市场加以分析,并根据市场细分进行市场定位,提出针对QC培训机构具有实际可操作性的营销策略。本文分为五个部分:第一部分研究了论文的研究背景、目的及意义,梳理了研究文献,确定了研究方法及内容结构;第二部分整理了校外培训及营销的相关理论,为接下来的研究做准备;第三部分在对大庆市中小学校外培训市场进行营销环境分析,具体分为宏观环境和微观环境,宏观环境包括政治、法律,经济发展,社会文化,微观环境包括市场需求、供给和其他环境;第四部分对大庆市中小学校外培训机构所在的市场进行细分,并针对QC培训机构的具体情况进行目标选择和定位;第五部分根据QC培训机构的市场定位提出了相应的营销策略,包括产品策略、价格策略、渠道策略、促销策略等,同时还应加强人员管理,以提高QC培训机构的市场竞争力。
[Abstract]:With the implementation of the "burden reduction" policy, students have more and more extracurricular time. The citizens of Daqing have always attached great importance to the education of their children. Most families are no longer satisfied with school education. As a result, external training institutions in primary and secondary schools have received unprecedented development space and opportunities. QC training institutions are a local primary and secondary school training institution in Daqing, which has developed rapidly in recent years. How to use effective marketing strategies to gain advantages has become a realistic problem to be considered by QC training institutions. Based on the research of relevant theories and domestic and foreign literature, this paper analyzes the off-campus training market in Daqing City, and makes market positioning according to the market segmentation. This article is divided into five parts: the first part studies the research background, purpose and significance of the paper, combs the research literature, determines the research method and content structure; The second part collates the relevant theories of off-campus training and marketing to prepare for the next research. The third part analyzes the marketing environment of the training market outside primary and secondary schools in Daqing city, which is divided into macro environment and micro environment. The macro environment includes politics, law, economic development, social culture, micro environment including market demand, supply and other environment. In the fifth part, according to the market positioning of QC training institutions, the corresponding marketing strategies are put forward, including product strategy, price strategy, channel strategy, promotion strategy and so on. At the same time, we should strengthen personnel management to improve the market competitiveness of QC training institutions.
【学位授予单位】：东北石油大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72

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