AB远山分校营销策略研究

发布时间：2018-04-05 03:07

本文选题：教育业　切入点：市场营销策略　出处：《上海外国语大学》2017年硕士论文

【摘要】：近二十多年来,上海作为改革开放的前沿地带,国家的金融中心以及未来的世界级金融中心,经济发展迅速居民消费水平飞速增长,尤其在教育方面的消费支出增长较快,再加之升学压力,以及出国游学,旅游热等,人们已经把课外英语学习从一门兴趣课转变为课外‘必修’课。特别是对少儿阶段英语培训的需求已转化为刚需,所以如何把这一朝阳产业做大做强并使之健康发展对我们居民的经济生活具有指导意义,并且对这一问题的展开梳理具有重要的研究意义和经济价值。本文分别采用PEST和波特五力模型对AB远山分校的外部宏观环境以及行业环境进行系统分析;并在此基础上用SWOT分析法对AB远山分校所存在的营销问题进行分析。在此过程中,发现AB远山分校的确在产品定位,产品本身,推广渠道以及课程定价等方面存在一系列的问题。之后,运用市场定位理论,营销组合4P,4C理论并结合口碑营销理论以及服务营销理论对AB远山分校的营销策略进行分析指导,提出一系列具有针对性兼可行性的营销策略加以完善。比如针对市场定位问题提出按年龄重新定位分区原则;针对课程内容设置,则要更多的听取家长以及市场的声音做出相应调整,并切实考虑到周边竞争对手的强化已有的服务营销,做到个性化,细致化;在营销渠道方面,抓住互联网的便利条件,进一步发挥已有优势渠道,通过产品调整,扩大渠道并做针对性调整;在推广策略方面以线上线下(O2O)结合的方式来填补空白;在价格方面,结合市场定位以及完善产品服务增加产品的附加值。最后提出了AB远山分校在所处上海浦东区域市场营销策略实施计划及相关保障。本文旨在从企业的角度,结合当前所处的营销环境,利用相应的理论策略,以及新技术,新趋势实现消费者与企业的良好沟通,使企业得以进一步的发展,成为区域内教育培训服务领先品牌。
[Abstract]:In the past two decades, Shanghai has been at the forefront of reform and opening up. The national financial center and the future world-class financial center have witnessed rapid economic development and rapid growth in the level of consumption of residents, especially in the field of education.In addition, the pressure of further study, as well as travel abroad, travel fever and so on, people have changed extracurricular English learning from an interest course to an extracurricular 'compulsory' course.In particular, the demand for children's English training has been transformed into a rigid demand, so how to make this sunrise industry bigger and stronger and make it develop healthily is of guiding significance to the economic life of our residents.And the development of this issue has important research significance and economic value.In this paper, PEST and Porter five Force models are used to analyze the external macro environment and industry environment of AB Yuanshan Branch, and on the basis of this, the marketing problems of AB Yuanshan Branch are analyzed by SWOT analysis method.In this process, it is found that AB Yuanshan Branch does have a series of problems in product positioning, product itself, promotion channels and course pricing.Then, using market positioning theory, marketing combination 4Pn4C theory, combined with word-of-mouth marketing theory and service marketing theory to analyze and guide the marketing strategy of AB Yuanshan Branch.Put forward a series of targeted and feasible marketing strategies to be improved.For example, to address the problem of market positioning, the principle of repositioning by age is put forward; for the content of the curriculum, it is necessary to listen more to parents and the voice of the market to make corresponding adjustments.And earnestly consider the surrounding competitors to strengthen the existing service marketing, to achieve personalized, meticulous; in marketing channels, seize the convenient conditions of the Internet, further play to the existing advantages of channels, through product adjustment,Expand channels and make targeted adjustments; in the promotion strategy to line and offline O _ 2O to fill the gap; in price, combined with market positioning and improve product services to increase the added value of products.Finally, the paper puts forward the implementation plan and related guarantee of the marketing strategy of AB Yuanshan campus in Shanghai Pudong area.The purpose of this paper is to realize good communication between consumers and enterprises from the point of view of enterprises, combining with the current marketing environment, using corresponding theoretical strategies and new technologies, so that enterprises can further develop.Become a leading brand of education and training services in the region.
【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】：G522.72

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