成都社科赛斯MBA考前培训中心营销策略研究

发布时间：2018-11-16 15:51

【摘要】：近年来,成都地区MBA招生院校、MBA报考人数快速增加,截至2010年招生院校达到了7所,MBA报考人数上升至2846人。从2010年1月开始,MBA\MPA\MPAcc全国联考试卷统一,考前培训课程一致,在开展MBA考前培训的同时,可以争取到MPA、MPAcc备考学员参加MBA的考前培训,该培训市场潜力巨大。现在成都区域有太奇、华章、华宏、华杰、社科赛斯、新起点6家MBA考前培训机构,其中太奇早在2002年进入,经过8年苦心经营,培养学员众多、管理、营销手段成熟,与成都各MBA招生院校关系良好,是市场的绝对领先者。作为新进入成都市场的社科赛斯,在如此激烈的竞争中,采取怎样的营销策略才能开拓市场、生存发展和突出重围就是一个亟待解决的问题。本文首先对成都社科赛斯所处的市场环境,特别是成都地区MBA考前培训市场主要竞争力量进行研究,然后对成都社科赛斯内部环境展开分析,确立成都社科赛斯的优劣势及发展机会与威胁,通过细分市场探究,找准成都社科赛斯目标市场,选择“打造成都史上性价比最高的MBA考前培训”的市场定位,从而制定适合成都社科赛斯企业发展的7P营销策略。文章共分为六章：第一章,引论。讲述了本文研究的背景及意义,阐明了本文研究的思路和方法。第二章,成都社科赛斯MBA考前培训市场环境分析。通过市场环境,特别是成都MBA考前培训市场主要竞争力量分析,为成都社科赛斯的市场细分,目标市场及市场定位的确立奠定基础。第三章,成都社科赛斯内部环境分析。描述了组织结构、企业文化、核心竞争力等,运用了SWOT理论对成都社科赛斯进行总结分析。第四章,成都社科赛斯目标市场的选择及其市场定位。本章就地理、人口统计、心理、行为因素对MBA考前培训市场进行了细分,根据成都社科赛斯实目前状况,找到其目标市场,从而确立正确的市场定位。第五章,成都社科赛斯营销策略设计与实施。根据成都社科赛斯的目标市场及市场定位,制定产品、价格、渠道和促销、人员、流程、环境或实体环境7P营销策略组合。第六章,结束语。对本文进行总结归纳。 MBA考前培训是众多培训中的典型代表,通过本文研究,将为成都社科赛斯生存、发展提出参考建议,这是一次在成熟培训竞争市场中营销突破的探索!也为其它培训行业提供营销借鉴,提高竞争力,促进业务的更好发展!
[Abstract]:In recent years, the number of MBA applicants in MBA colleges and universities in Chengdu has increased rapidly. By 2010, the number of MBA colleges and universities has reached 7, and the number of MBA applicants has risen to 2846. Since January 2010, MBA\ MPA\ MPAcc national joint examination papers have been unified, and the training courses before examination are the same. While conducting MBA pre-examination training, we can win MPA,MPAcc students to participate in MBA pre-test training, which has great market potential. Now there are Taiqi, Huazhang, Hua Hong, Hua Jie, Social Science Seth, a new starting point of 6 MBA pre-examination training institutions in Chengdu. Among them, Taiqi entered as early as 2002. After eight years of painstaking management, many students were trained, management and marketing methods were mature. With Chengdu MBA enrollment colleges and universities good relationship, is the market leader. As a new entry into the Chengdu market, in such a fierce competition, what marketing strategy can be adopted to open up the market, survival and development and breakthrough is a problem to be solved. This paper first studies the market environment of Chengdu Social Science Seth, especially the main competitive forces of Chengdu MBA pre-test training market, and then analyzes the internal environment of Chengdu Social Science Seth. To establish the advantages and disadvantages, development opportunities and threats of Chengdu Social Science Seth, to find out the target market of Chengdu Social Science Seth by subdividing the market, and to choose the market position of "making MBA pre-test training with the highest performance-to-price ratio in the history of Chengdu". In order to formulate a 7 P marketing strategy suitable for the development of Chengdu Social Science Seth Enterprise. The article is divided into six chapters: chapter one, introduction. This paper describes the background and significance of this study, and expounds the ideas and methods of this study. The second chapter, Chengdu Social Science Seth MBA before the training market environment analysis. Through the analysis of the market environment, especially the main competitive power of Chengdu MBA pre-test training market, the foundation of the market segmentation, target market and market positioning of Chengdu Social Science Seth is established. The third chapter, Chengdu Social Science Seth internal environment analysis. This paper describes the organizational structure, corporate culture and core competence, and uses SWOT theory to summarize and analyze the social sciences of Chengdu. The fourth chapter, Chengdu Social Science Seth target market selection and market positioning. In this chapter, geography, demographics, psychology, behavior factors are divided into the MBA pre-test training market, according to the current situation of Chengdu Social Science Seth, to find its target market, so as to establish the correct market positioning. The fifth chapter, Chengdu Social Science Seth marketing strategy design and implementation. According to the target market and market position of Chengdu Social Science Seth, develop 7P marketing strategy combination of product, price, channel and promotion, personnel, process, environment or physical environment. Chapter VI, concluding remarks. This paper is summarized. MBA pre-test training is a typical representative of many training, through this study, will be for Chengdu Social Science Seth survival, development of the reference suggestions, this is a mature training competition in the market marketing breakthrough exploration! Also for other training industries to provide marketing reference, improve competitiveness, promote the better development of business!
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：F274;G643

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