郑州联大教育集团营销策略研究

发布时间：2018-03-20 17:03

本文选题：郑州联大教育集团　切入点：营销策略　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着我国社会和经济的发展,我国与其他国家之间的交流合作加深,尤其是在我国加入了世贸以后,学好英语的重要性越来越高。从教育部2013年的统计数据看,我国有3亿多人有学习英语的需求。由于存在巨大的消费市场,英语培训机构发展速度超越了很多行业,但是随着行业的快速发展,加之准入门槛较低,各类少儿英语培训机构如雨后春笋般成长起来,整个行业面临激烈的市场竞争和挑战。任何机构想要扩大市场份额,都会遇到同行业对手的顽强抵抗,并引发价格竞争。如何在认清自己机构的优势和劣势,机会和威胁的基础上做好市场营销,实现良性发展,是迫切需要解决的问题。论文在对郑州联大教育集团概况和环境分析进行剖析的基础上,围绕郑州联大教育集团营销问题、SWOT分析、市场营销策略研究等方面详细论述了郑州联大教育集团市场营销策略,并进一步提出了营销策略的改进意见。论文主要内容结构如下:第一部分即第一章是绪论。第二部分即第二章至第四章,是论文的重点部分,对郑州联大教育集团的市场营销策略进行了研究。其中:第二章是郑州联大教育集团概况和环境分析。首先介绍了郑州联大教育集团和其组织架构;其次从政治环境、经济环境、社会环境、技术环境等四个方面对郑州联大教育集团宏观环境进行了分析;再次从供应商的议价能力、买方的议价能力、现有竞争者、行业内新进入竞争对手、替代品等五个方面对郑州联大教育集团进行了波特五力分析。第三章是联大教育集团市场营销策略现状与存在问题研究。首先从优势、劣势、机会和威胁等方面对郑州联大教育集团市场营销策略现状进行了研究,其次从产品设计、价格策略、渠道策略、促销策略效果等方面对郑州联大教育集团营销中存在的问题进行了剖析。第四章是郑州联大教育集团市场营销策略研究。首先从市场细分、目标市场、市场定位等方面对郑州联大教育集团作了STP分析,其次从产品策略、价格策略、渠道策略等方面对郑州联大教育集团的营销策略进行分析。第三部分即第五章,对论文的总结和指出了研究的不足。论文的创新点是立足郑州少儿英语培训市场,运用PEST分析、波特五力分析、SWOT分析等方法对郑州联大教育集团所处的环境和市场营销过程中存在的问题进行了全面分析后,在从市场细分、目标市场、市场定位等方面对郑州联大教育集团进行STP分析的基础上,从产品策略、价格策略、渠道策略等方面为郑州联大教育集团制定了相应的营销策略,并在此基础上提出了郑州联大教育集团市场营销活动的实施组织方案。
[Abstract]:As China's social and economic development, exchanges and cooperation between China and other countries to deepen, especially after China "s accession to the WTO, the importance of learning English is more and more high. Statistics from the Ministry of education in 2013, China has more than 300 million people have the need to learn English. Because of the huge consumer market the pace of development of English training institutions beyond many industries, but with the rapid development of the industry, coupled with low barriers to entry, all kinds of children's English training institutions such as growing up like bamboo shoots after a spring rain, the whole industry is facing fierce market competition and challenges. Any institution wanting to expand market share, will encounter the same opponents of strong resistance, and lead to price how to recognize their own bodies in competition. The advantages and disadvantages, opportunities and threats of the foundation to marketing, to achieve healthy development, is an urgent need to solve the problem on. This paper analyzes the basis on the analysis of general situation of Zhengzhou general education group and environmental issues surrounding the Zhengzhou general assembly, marketing, education group, SWOT analysis, marketing strategy research, discusses in detail the Zhengzhou General Assembly Education Group marketing strategy, and further puts forward the suggestions for the improvement of the marketing strategy. The main contents are as follows: the first part is the structure the first chapter is the introduction. The second part is the second chapter to the fourth chapter is the key part of the thesis, the marketing strategy of Zhengzhou general education group was studied. Including: the second chapter is the Zhengzhou Education Group survey and environmental analysis. First introduced the Zhengzhou General Assembly education group and its organizational structure; secondly from the political environment, economic environment, social environment, technological environment four aspects has carried on the analysis to the Zhengzhou General Assembly education group again from the macro environment; supplier bargaining can Force, bargaining power of buyers, existing competitors, new entrants into the industry competitors, substitutes for the five aspects of the Potter five forces analysis of Zhengzhou general education group. The third chapter is the research status of general education group marketing strategy and existing problems. Firstly, advantages, disadvantages, opportunities and threats were studied the status quo of Zhengzhou General Education Group marketing strategy, from product design, pricing strategy, channel strategy, promotion strategy effect, analyzes the existing Zhengzhou General Assembly Education Group marketing. The fourth chapter is the general assembly of Zhengzhou Education Group marketing strategy research. Firstly, from market segmentation, target market, market positioning etc. the STP analysis of Zhengzhou general education group, from product strategy, price strategy, the Zhengzhou General Assembly Education Group's marketing strategy channel strategy etc. Analysis. The third part is the fifth chapter, the summary of this thesis and points out the deficiencies in the study. The innovation of this paper is based on the Zhengzhou English training market, the use of PEST analysis, Potter five forces analysis, conducted a comprehensive analysis of existing SWOT analysis method of the Zhengzhou General Assembly Education group environment and marketing process the problem, in view of market segmentation, target market, market positioning and other aspects of basic STP analysis of Zhengzhou general education group, from product strategy, price strategy, channel strategy to make corresponding marketing strategies for Zhengzhou university education group, and put forward the implementation scheme of Zhengzhou General Education Group Market organization marketing activities.

【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

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