A教育集团市场营销策略研究
发布时间：2018-11-03 16:58
【摘要】：充斥着生机的行业之一便是教育培训类行业,在经济危机的巨大冲击下,无论这个市场如何变幻莫测,但教育培训市场一枝独秀,表现出其强大的生命力。21世纪是经济全球化、服务国际化的时代,中国加入世贸组织以来,教育也作为服务行业中最重要的组成部分。近年来,教育市场呈现旺盛的增长态势,成为我国经济领域闪亮的市场热点,也成为创业投资最热门的关键词。例如继续教育、学习以及相关专业方面的培训等都不会短期就消失,因为这些都满足人们的日常需求特别是是老一辈对其子女的教育投资是非常巨大的,众所周知每个人一生在教育上的花销是连续不断且十分巨大,而且每个家长望子成龙望女成凤的心理,必然会全心全力无怨无悔的为孩子付出,所以说教育行业是一个永远不会消失的行业。本篇文章以市场营销作为主要的视角,以A教育集团为例,特别是在基础教育培训类别的营销问题中,进行深层次的分析与研究,通过对该集团营销策略的分析,进一步寻求更适合基础类教育培训机构的营销方法和策略,从而实现现实生活中的借鉴和指导意义。对目前中国教育培训市场进行研究,根据教育培训行业的特点,通过对市场环境,市场的定位和营销策略的分析,总结出当今教育培训行业的市场营销策略,目的是使A教育集团在残酷的市场竞争环境下立于不败之地,在整个教育培训的领域做到更大更强。以期对整个教育培训行业的市场策略方面起到一定的借鉴作用,同时反应当代国内基础教育培训行业的发展趋势。
[Abstract]:One of the industries full of vitality is the education and training industry. Under the great impact of the economic crisis, no matter how unpredictable the market is, the education and training market stands alone. The 21st century is an era of economic globalization and service internationalization. Since China's entry into the WTO, education has become the most important part of the service industry. In recent years, the education market has shown a vigorous growth trend, which has become the hot spot in the economic field of our country and the most popular keyword of venture capital. For example, continuing education, learning and related professional training will not disappear in the short term, because these meet the daily needs of people, especially the older generation's investment in the education of their children is very huge. It is well known that every person spends a lot of money on education throughout his life. Moreover, the psychology of every parent looking forward to seeing his daughter become a Phoenix is bound to pay for his children with all his heart and no regrets. So education is an industry that will never disappear. This article takes the marketing as the main angle of view, takes the A education group as an example, especially in the basic education training category marketing question, carries on the deep level analysis and the research, through to this group marketing strategy analysis, The marketing methods and strategies which are more suitable for basic education and training institutions are further sought to realize the reference and guiding significance in real life. According to the characteristics of education and training industry, through the analysis of market environment, market orientation and marketing strategy, this paper summarizes the marketing strategy of education and training industry in China. The aim is to make A education group in the cruel market competition environment in an invincible position, in the whole field of education and training to achieve greater and stronger. In order to play a certain role in the market strategy of the whole education and training industry, and reflect the development trend of the domestic basic education training industry.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72
本文编号：2308385
[Abstract]:One of the industries full of vitality is the education and training industry. Under the great impact of the economic crisis, no matter how unpredictable the market is, the education and training market stands alone. The 21st century is an era of economic globalization and service internationalization. Since China's entry into the WTO, education has become the most important part of the service industry. In recent years, the education market has shown a vigorous growth trend, which has become the hot spot in the economic field of our country and the most popular keyword of venture capital. For example, continuing education, learning and related professional training will not disappear in the short term, because these meet the daily needs of people, especially the older generation's investment in the education of their children is very huge. It is well known that every person spends a lot of money on education throughout his life. Moreover, the psychology of every parent looking forward to seeing his daughter become a Phoenix is bound to pay for his children with all his heart and no regrets. So education is an industry that will never disappear. This article takes the marketing as the main angle of view, takes the A education group as an example, especially in the basic education training category marketing question, carries on the deep level analysis and the research, through to this group marketing strategy analysis, The marketing methods and strategies which are more suitable for basic education and training institutions are further sought to realize the reference and guiding significance in real life. According to the characteristics of education and training industry, through the analysis of market environment, market orientation and marketing strategy, this paper summarizes the marketing strategy of education and training industry in China. The aim is to make A education group in the cruel market competition environment in an invincible position, in the whole field of education and training to achieve greater and stronger. In order to play a certain role in the market strategy of the whole education and training industry, and reflect the development trend of the domestic basic education training industry.
【学位授予单位】：沈阳理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72
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