河南迅达教育信息咨询有限公司营销策略研究

发布时间：2018-03-20 20:39

本文选题：服务营销　切入点：营销管理　出处：《郑州大学》2017年硕士论文　论文类型：学位论文

【摘要】：19世纪80年代之后,我国的教育培训机构的发展逐渐加速。但由于自身的核心竞争力不突出的原因,导致跟风现象较为严重;企业的规模相对较小,营销管理模式陈旧;以及国外知名成熟培训行业的有力冲击等原因,致使我国的培训机构存在着许多问题。河南迅达教育信息咨询有限公司,结合河南省知名高等院校和优秀的教师资源,为社会工作人员和在校大学生提供学历提升,帮助他们提高职场竞争力的专业学历提升机构,为学员提供的学习形式有远程教育、自考、成人高考及电大等。河南迅达教育信息咨询有限公司面对的内外部环境:外部环境是教育培训机构快速发展的阶段;内部环境是公司从新成立的教育培训机构向创业期,甚至是成长期转变,另外公司发展方向不明确、营销战略不清晰、经营灵活性不足等。本文以河南迅达教育咨询有限责任公司实施营销策略为研究对象,在搜集、梳理、阅读大量文献资料和多次实地调研的基础上;结合EMBA课程理论、企业管理、风险理论等知识;并回顾了河南迅达教育咨询有限责任公司以往所实施的营销策略的全过程,在深入了解分析公司经营中采用的营销策略优势和劣势加以分析,提出其营销策略的问题所在;同时结合以“互联网+”为平台的创新型营销策略,为公司的发展提供强大的推动力,也为从事相关教育行业的业界人士提供可参考的信息,为河南教育咨询和培训市场注入新鲜的血液和正能量。
[Abstract]:Since 1880s, the development of educational and training institutions in China has accelerated gradually. However, due to the lack of outstanding core competitiveness, the phenomenon of following the trend is relatively serious, the scale of enterprises is relatively small, and the marketing management model is obsolete. There are many problems in our country's training institutions because of the powerful impact of foreign well-known and mature training industries. Henan Schindler Educational Information Consulting Co., Ltd., combined with famous colleges and universities in Henan Province and excellent teachers' resources, For social workers and college students to improve their academic qualifications, to help them improve their professional qualifications to enhance the competitiveness of the workplace, students to provide the form of distance education, self-examination, The internal and external environment that Henan Schindler Educational Information Consulting Co., Ltd. faces: the external environment is the stage of the rapid development of educational and training institutions; the internal environment is the period when the company moves from the newly established educational training institution to the entrepreneurial period. In addition, the development direction of the company is not clear, the marketing strategy is not clear, and the management flexibility is not enough. This article takes Henan Schindler Education Consulting Co., Ltd as the research object to collect and comb the marketing strategy of Henan Schindler Education Consulting Co., Ltd. On the basis of reading a lot of literature and many field investigations, combining the knowledge of EMBA curriculum theory, enterprise management, risk theory, and reviewing the whole process of the marketing strategy previously implemented by Henan Schindler Education Consulting Co., Ltd. This paper analyzes the advantages and disadvantages of marketing strategies used in the operation of the company, and puts forward the problems of the marketing strategies, and combines the innovative marketing strategies based on the Internet as the platform, and analyzes the advantages and disadvantages of the marketing strategies used in the operation of the company. To provide strong impetus for the development of the company, but also for the relevant education industry to provide reference information for Henan education consulting and training market fresh blood and positive energy.
【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】：F274

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