RZR淄博分公司营销策略研究

发布时间：2018-05-05 21:40

本文选题：体验式培训 + 营销策略　；参考：《山东理工大学》2017年硕士论文

【摘要】：RZR公司成立于1995年3月15日,是国内第一家专业从事体验式培训的机构,迄今为止,也是国内最知名、最专业的服务于企业团队、协助企业团队成长的培训机构。RZR淄博分公司是RZR公司旗下的位于淄博的子公司,公司主要面向鲁中地区广大客户开展以拓展训练为核心的企业团队建设培训业务,自成立以来,先后与山东理工大学、齐鲁石化、张店区政府等众多国内外知名企业、院校及政府形成了战略合作伙伴关系,成为鲁中地区体验式培训的龙头企业。本文以就职的RZR淄博分公司为研究对象,结合市场营销相关理论知识,利用在校期间所学利用工具,在导师指导下,利用文献研究、调查研究、SWOT分析等方法对其进行全面分析,而后为其制定新的营销策略。本文内容共分为以下六个部分:第一部分介绍了课题研究的背景和意义,并阐述课题研究的内容与方法,对课题研究的创新点进行了提炼和总结;第二部分对论文研究的相关市场营销理论和理论分析工具进行阐述,并将对国内外培训业务营销策略的研究现状进行了归纳和总结;第三部分是RZR淄博分公司营销环境分析。首先对RZR淄博分公司的基本状况进行分析;其次,运用PEST理论,从政策、经济、技术和社会四方面对公司所处的宏观环境进行分析;再次,运用波特五力模型对公司所处的竞争环境进行分析;最后,运用SWOT分析法,从优势、劣势、威胁和机遇四方面对公司内外部环境进行总结。第四部分是公司现行营销策略的评价。全面介绍公司的现行营销策略,并利用层次分析法和模糊评价法对其进行评价分析,找到现行营销策略的问题。第五部分是RZR淄博分公司营销策略制定。在对公司进行STP分析的基础上,制定相应的营销策略组合。第六部分是RZR淄博分公司营销策略保障措施。针对前文研究,提出建立RZR淄博分公司核心企业文化、精细化RZR淄博分公司组织结构、提升RZR淄博分公司人力资源管理水平等具体保障措施。通过本文研究,为其制定新的营销策略,可以让公司实现新的更大的发展,助力其公司治理实现进一步提升,同时也为行业内其他类似公司的发展提供有益参考。
[Abstract]:RZR was founded on March 15, 1995, is the first professional experience training institutions in China, so far, is also the most well-known and professional service to the enterprise team. RZR Zibo Branch is a subsidiary of RZR Company, which is located in Zibo. The company mainly faces the customers in the middle of Luzhong region to carry out the enterprise team building training business with the expansion training as the core. Since its establishment, RZR Zibo Branch is a subsidiary of RZR Company. With Shandong University of Technology, Qilu Petrochemical, Zhangdian District government and many other well-known domestic and foreign enterprises, colleges and governments have formed a strategic partnership, and become the leading enterprise of experience training in Luzhong region. This article takes the RZR Zibo branch office as the research object, unifies the marketing related theory knowledge, uses the school period to learn the utilization tool, under the tutor instruction, uses the literature research, the investigation research and so on the method and so on SWOT analysis carries on the comprehensive analysis to it. And then develop a new marketing strategy for it. The content of this paper is divided into the following six parts: the first part introduces the background and significance of the research, and describes the content and methods of the research, refining and summarizing the innovative points of the research; The second part describes the related marketing theory and theoretical analysis tools, and summarizes the research status of domestic and foreign training marketing strategy. The third part is the analysis of RZR Zibo branch marketing environment. First, the basic situation of RZR Zibo Branch is analyzed; secondly, using PEST theory, the macro environment of the company is analyzed from four aspects: policy, economy, technology and society. Thirdly, This paper analyzes the competitive environment of the company with Porter's five-force model and summarizes the internal and external environment of the company from the four aspects of advantages, disadvantages, threats and opportunities by using the SWOT analysis method. The fourth part is the company's current marketing strategy evaluation. This paper introduces the current marketing strategy of the company, and analyzes it by AHP and fuzzy evaluation method, and finds out the problems of the current marketing strategy. The fifth part is the RZR Zibo branch marketing strategy formulation. On the basis of the STP analysis of the company, the corresponding marketing strategy combination is worked out. The sixth part is the RZR Zibo branch marketing strategy safeguard measure. In view of the previous research, this paper puts forward some specific safeguard measures, such as establishing the core enterprise culture of RZR Zibo Branch, refining the organizational structure of Zibo Branch of RZR, and improving the level of human resource management in Zibo Branch of RZR. Through the research of this paper, we can make new marketing strategy for the company, which can make the company realize new and greater development, help its corporate governance to further improve, and also provide a useful reference for the development of other similar companies in the industry.
【学位授予单位】：山东理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F719

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