环球雅思宁波分校营销策略研究

发布时间：2018-08-11 15:23

【摘要】：随着中国经济持续稳定的发展,国际间交流的不断增强,越来越多的活动都依靠英语来进行,无论从政治、经济、文化、生活等各个方面,英语这门国际通用语言的统治地位日益凸显,所以学习英语的必要性被人们广泛认同。与此同时,伴随着出国学生的增多,人们对于出国留学英语培训的需求日益旺盛,英语培训行业面临着前所未有的商机,同时也面临着巨大的挑战。最近几年,在宁波许许多多的国内外培训机构纷纷开办学校,其相互之间的竞争不断加剧。作为宁波出国留学培训行业的领跑者,环球雅思宁波分校的市场占有率面临极大的挑战,能否打破固有的营销模式,建立起新的适应市场变化的营销新模式变得越来越重要了。目前,虽然出国留学培训行业如火如荼的发展,但是对于出国留学培训行业市场营销策略的研究相对贫乏,许多的研究只不过停留在对单一的营销策略分析上。对出国留学外语培训的具体运作均没有理论联系实际的切实有效的策略。本文以环球雅思宁波分校为研究对象,通过大量阅读营销类的书籍和文献,针对英语培训业的特点,并结合社会上众多的英语培训机构,特别是分析了环球雅思宁波分校成功的经验及失败的教训,最后,制定了切实可行的现代营销策略。第一章主要是对研究背景、目的和意义进行介绍;第二、三章主要是对整个培训行业背景的介绍,以及环球教育集团的介绍,并运用波特的五力模型对宁波的培训行业总体环境进行了客观的分析,对学校的内部环境运用SWOT分析工具也进行了详细的分析。在文章的第四章,运用现代市场营销学的理论深度剖析了当前学校的营销策略所面临的问题,特别是单一的产品策略、常规的价格策略、简单的营销策略等。最后,提出了环球雅思宁波分校市场营销策略建议。
[Abstract]:With the sustained and stable development of China's economy and the continuous enhancement of international exchanges, more and more activities are conducted in English, whether in politics, economy, culture, life, etc. English, as an international language, is increasingly dominant, so the necessity of learning English is widely recognized. At the same time, with the increase of the number of students abroad, the demand for English training is increasingly strong, the English training industry is facing unprecedented business opportunities, but also facing a huge challenge. In recent years, many domestic and foreign training institutions in Ningbo have opened schools. As the leader of Ningbo study abroad training industry, the market share of Global IELTS Ningbo is facing a great challenge. It is more and more important to break the inherent marketing model and establish a new marketing model to adapt to the market change. At present, although the overseas study and training industry is in full swing, the research on the marketing strategy of the overseas study and training industry is relatively poor, and many studies only stay on the analysis of a single marketing strategy. There are no practical and effective strategies for foreign language training. This paper focuses on the study of Global IELTS Ningbo University. By reading a large number of books and literature on marketing, this paper aims at the characteristics of English training industry and combines with many English training institutions in the society. In particular, the successful experiences and the lessons of failure of Global IELTS Ningbo are analyzed. Finally, feasible modern marketing strategies are worked out. The first chapter mainly introduces the background, purpose and significance of the research; the second, the third chapter mainly introduces the background of the whole training industry, and the introduction of Global Education Group. The paper also makes an objective analysis of the overall environment of the training industry in Ningbo by using Porter's five-force model, and makes a detailed analysis of the internal environment of the school by using the SWOT analysis tool. In the fourth chapter, the author analyzes the problems faced by the current school marketing strategy, especially the single product strategy, the conventional price strategy, the simple marketing strategy and so on. Finally, the paper puts forward the marketing strategy suggestion of Global IELTS Ningbo Branch.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G522.72;F274

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