基于顾客需求的BS公司营销模式研究

发布时间：2018-04-20 12:01

本文选题：顾客需求 + 青少年教育拓展培训　；参考：《首都经济贸易大学》2017年硕士论文

【摘要】：随着全球社会经济和文化的快速传播和融合,国外的先进技术和优秀人才不断涌入我国,国外的教育模式和培训也影响了我国传统的教育和培训模式。本论文主要是针对BS公司青少年教育拓展培训项目基于顾客需求的营销模式的研究。面对国外教育培训模式的吸引和国内培训市场的激烈竞争,BS公司如何避开锋芒获取竞争优势,构建什么样的营销模式才能满足顾客需求,本论文针对这些问题,通过横向理论对比和案例实践展开分析和研究。本论文采用资料收集和目标顾客调研的方法分析国内外青少年教育拓展培训行业的发展现状和市场竞争状况,结合BS公司的实际情况和营销现状,对BS公司的顾客群体、项目结构、价格体系、营销渠道、竞争情况以及营销实践中存在的问题进行分析,避开锋芒,突出特色;通过对国内外相关文献理论的研究和学习,并且在诸多专家和学者的理论与实践研究的基础上,把服务市场营销7P理论、4C营销组合理论等工具和方法作为理论基础,采用基于顾客需求的5R理论为主题指导,建立顾客关联,提升顾客感受,研究并构建符合公司特色的、基于顾客需求的营销模式,形成有效的、可执行的营销模式,并在实践中探索总结。这将对青少年教育拓展培训行业的营销模式研究和实践应用有一定的参考价值。
[Abstract]:With the rapid spread and integration of global social economy and culture, foreign advanced technology and talents are constantly coming into our country, and the foreign education mode and training also affect the traditional education and training mode of our country. This thesis is mainly aimed at the marketing model based on customer demand of the youth education and development training program of BS Company. In the face of the attraction of foreign education and training model and the fierce competition of domestic training market, how to avoid the sharp edge to obtain the competitive advantage and what kind of marketing model can be constructed to meet the needs of customers, this paper aims at these problems. Analysis and research are carried out through horizontal theoretical comparison and case practice. This paper uses the methods of data collection and target customer investigation to analyze the development status and market competition of youth education and development training industry at home and abroad, combining with the actual situation and marketing situation of BS company, the customer group of BS company is analyzed. The project structure, price system, marketing channel, competition situation and the problems existing in marketing practice are analyzed to avoid the vanguard and highlight the characteristics; through the research and study of the relevant literature theories at home and abroad, On the basis of the theoretical and practical research of many experts and scholars, the paper takes the service marketing 7p theory and 4C marketing combination theory as the theoretical basis, and adopts the 5R theory based on the customer demand as the subject guidance. Establishing customer relationship, enhancing customer feeling, researching and constructing marketing model based on customer demand, forming effective and executable marketing model, and exploring and summing up in practice. This will have certain reference value for the marketing mode research and practical application of the youth education and training industry.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

【参考文献】