深圳华章MBA考前培训服务营销策略研究

发布时间：2018-01-29 03:21

本文关键词： MBA考前培训服务营销营销策略　出处：《大连理工大学》2011年硕士论文　论文类型：学位论文

【摘要】：在进入21世纪后,就业市场竞争压力的逐渐加大和社会对高素质人才需求的不断增加,影响并推动着中国MBA培训产业发展,带动MBA考前培训产业进入快速发展期。深圳华章教育咨询公司作为一家专业的MBA考前辅导机构,多年来帮助众多考生顺利的通过MBA联考。本文就拟以深圳华章MBA考前培训作为研究对象展开分析和论述,将结合服务营销产业相关特征,运用相关学科的理论和方法,参照作者本人在深圳华章工作经历,来分析在同时面对行业巨大的发展潜力和巨大同业竞争压力的情况下,深圳华章是如何制定相应营销策略并对其效果进行评估；同时论述如何才能创造更具有竞争优势的服务营销策略以获取更大市场份额。本文第一部分绪论,通过对深圳华章公司及其所属行业的简要说明,阐述本文的研究背景和意义,并引伸出研究方法和思路；第二部分通过引用相关文献,论述与服务营销相关的重要理论；第三部分则从整个MBA考前培训行业外部环境到深圳华章内部现存问题来做一个全面业务环境分析；第四部分运用SWOT分析方法对深圳华章在行业中的优势、劣势、机会和威胁进行全面分析,深入阐述深圳华章市场营销策略的制定过程及效果评价；第五部分针对深圳华章现状,从几个方面提出相应的保障措施。
[Abstract]:Since 21th century, the increasing competitive pressure in the job market and the increasing demand for high-quality talents have affected and promoted the development of China's MBA training industry. Driving the MBA test before the training industry into a rapid development period. Shenzhen Huazhang Education Consulting Company as a professional MBA pre-exam counseling institutions. Over the years to help many candidates smoothly through the MBA joint examination. This paper will be Shenzhen Huazhang MBA pre-test training as the research object of analysis and discussion will be combined with the characteristics of service marketing industry. Using the theories and methods of related disciplines and referring to the author's working experience in Shenzhen Huazhang, this paper analyzes the situation of the huge development potential and huge competition pressure of the industry at the same time. Shenzhen Huazhang is how to formulate the corresponding marketing strategy and evaluate its effect; At the same time, it discusses how to create more competitive service marketing strategies to gain a larger market share. The first part of this paper is introduction, through a brief description of Shenzhen Huazhang Company and its industry, this paper expounds the research background and significance, and extends the research methods and ideas; The second part discusses the important theories related to service marketing by quoting relevant literature. The third part is from the whole MBA pre-test training industry external environment to Shenzhen Huazhang internal problems to do a comprehensive business environment analysis; Part 4th uses the SWOT analysis method to analyze the strengths, weaknesses, opportunities and threats of Shenzhen Huazhang in the industry, and expounds the process and effect evaluation of the marketing strategy of Shenzhen Huazhang. According to the present situation of Shenzhen Huazhang, the 5th part puts forward the corresponding safeguard measures from several aspects.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：G643

【参考文献】