庆应教育公司中小学课外辅导业务服务营销策略研究

发布时间：2018-07-13 10:05

【摘要】：庆应教育成立于2008年,是一家集出国留学、游学、信息咨询、中小学课外辅导、成人技能培训于一体的信息咨询、培训公司。经过几年的发展,虽然规模有所扩大,但是主营业务中小学课外辅导仍存在一些难以解决的问题。如校区分散、由于校区所用房屋都是租赁而导致的教学设施不完善、教师特别是兼职教师的服务意识差、公司缺少科学的促销手段等等。本文以庆应教育中小学课外辅导业务的服务营销问题作为研究对象,运用服务营销7PS的理论对庆应教育中小学课外辅导的营销策略进行深入的探讨和研究。本文分析了庆应教育中小学课外辅导业务目前的营销现状以及营销存在的问题。文中对中小学课外辅导业务的营销环境也做了深入的分析,包括宏观环境和微观环境分析。宏观环境从政治、经济、社会文化和技术四个方面进行了分析。微观环境从庆应教育内部环境、目标客户、竞争环境、公众影响力和行业动向五个方面做了阐述。通过分析可以了解到,宏观方面有约束也有机会。企业的发展会受到国家政策、经济环境、社会文化环境和技术的约束,但同时只要依托国家政策,把握好经济环境,了解社会文化环境,紧跟技术的进步,企业的发展又会寻找到很多机会。微观方面的分析了解了竞争态势和消费者需求。行业竞争虽然激烈,但是消费者需求市场也非常广阔,只要制定合理的营销策略就会有一个广阔的发展空间。运用SWOT分析法,分析了庆应教育中小学课外辅导业务目前所具备的优势、劣势、机会和威胁。在对庆应教育中小学课外辅导业务进行市场细分的基础上,将目标市场的选择定位在6-18岁的学生、居住在中高档社区的家长和学生、距离校区较远的学生三个部分。市场定位中端和低端价格,以高端为辅,以踏实、认真、高质量的教学和优质的服务来吸引和回馈广大学生和家长。根据STP策略分析制定了符合庆应教育中小学课外辅导业务的服务营销策略。并针对产品、价格、渠道、促销、服务人员、有形展示以及服务过程分别进行了详细的分析和阐述。具体的实施策略:打造属于庆应教育核心产品的同时,走多元化经营道路。多元化不仅从产品角度,也要从学校整体角度走多元化道路。增加产品的“辅助”产品,如游学活动、开展竞赛、设立及时、有效的信息咨询平台和家长会。跟随当下互联网+的思维,开通网上课程。制定价格时,要从自身成本、竞争对手、顾客感知价格的角度来考虑。通过赠送和奖励的形式来吸引顾客,奖励方式主要有老带新、打包销售。渠道策略方面,从扩展推广渠道、引入知名教育培训品牌、拓展营销渠道三方面来制定。促销策略主要包括广告、营业推广和赞助形式。其中广告促销的形式包括传单、海报、校报和纪念品几个方面。营业推广主要包括公开课、免费试学和讲座三方面。有形服务展示策略主要从学校环境的展示、学校的装修风格、音乐设施和辅助设施四个方面来制定。人员管理策略分别从尊重员工、教师管理和激励考评三个方面来制定策略。最后的过程管理决策分别从家长的咨询过程、学员的学习过程、教师的更换和售后服务四个过程细节管理来制定相关策略。最后对已制定的服务营销策略提出了实施保障。分别从教务人员的聘用、售后服务、全面加强客户资源管理、加强人员管理、创建企业文化和完善服务标准化建设六个方面阐述服务营销策略实施的保障。
[Abstract]:Qing Ying education was established in 2008. It is a information consulting and training company which is a collection of overseas study, travel, information consultation, extracurricular tutoring in primary and secondary schools and adult skills training. After several years of development, although the scale has expanded, there are still some difficult problems to be solved in primary and secondary school extracurricular counselling. The teaching facilities are not perfect, the service consciousness of the teachers especially the part-time teachers is poor and the company lacks the scientific means of promotion. This article takes the service marketing problem of the extracurricular tutoring service of the primary and secondary school as the research object, and uses the theory of service marketing 7PS to the extracurricular education in the middle and primary schools. This paper analyzes the current marketing status and marketing problems of the extracurricular tutoring business in the middle and primary schools of the middle and primary schools. This paper also makes an in-depth analysis of the marketing environment of the extracurricular tutoring business in primary and secondary schools, including the macro environment and the microenvironment analysis. The macro environment is from politics and economy. The four aspects of social culture and technology are analyzed. The micro environment is described from five aspects: the internal environment of the celebration of education, the target customers, the competitive environment, the public influence and the trend of the industry. It can be understood that there are constraints and opportunities on macro aspects. The business exhibition is subject to national policy, economic environment, and social and cultural ring. But at the same time, as long as we rely on the national policy, grasp the economic environment, understand the social and cultural environment, follow the progress of the technology, the development of the enterprise will find many opportunities. The analysis of the microcosmic aspect understands the competition situation and the demand of the consumers. The competition is fierce, but the market of consumer demand is very broad, As long as a reasonable marketing strategy is made, there will be a broad space for development. By using the SWOT analysis method, the advantages, disadvantages, opportunities and threats of the extracurricular guidance business of the primary and secondary school are analyzed. On the basis of the market segmentation of the extracurricular guidance business of the primary and secondary school, the choice of the target market is located in 6-18 Students, who live in the middle and high grade community, live in three parts from the campus. The market position and low end price, supplemented by high end and high end, take solid, serious, high quality teaching and high quality service to attract and repay the students and parents. According to the STP strategy analysis, the primary and secondary school courses are set up in accordance with the celebration education. The service marketing strategy of external guidance business, and the detailed analysis and exposition of product, price, channel, promotion, service personnel, tangible display and service process. Concrete implementation strategy: to build the core product of the celebration education, while taking diversified channels. Diversification is not only from the angle of the product, but also from the school. Diversify the road. Increase the "auxiliary" products, such as travel, competition, the establishment of a timely, effective information consultation platform and parents' meeting. Follow the current Internet + thinking, open online courses. When making prices, we should consider from the perspective of their own costs, competition for hands, and customer perceived prices. The form of encouragement is to attract customers, and the methods of reward are mainly old and new, packing sales, and channel strategy, from extending the extension channel, introducing the famous education and training brand and expanding the marketing channel in three aspects. The promotion strategy mainly includes advertising, business promotion and sponsorship form. The form of advertising promotion includes leaflets, posters, school newspapers and discipline. The business promotion mainly includes three aspects: open class, free test and lecture. The display strategy of tangible service mainly consists of four aspects: the display of the school environment, the style of the school decoration, the music facilities and the auxiliary facilities. The personnel management strategy is formulated from three aspects of respect for staff, teacher management and incentive evaluation, respectively. Strategy. The final process management decision-making from the parents' consultation process, students' learning process, teacher's replacement and after-sales service four process details management to formulate relevant strategies. Finally, the service marketing strategy has been put forward. To strengthen personnel management, create enterprise culture and improve service standardization construction six aspects of service marketing strategy implementation guarantee.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

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