广州R英语培训公司营销策略研究
发布时间：2018-07-21 09:33
【摘要】：随着广州市城市化水平越来越国际化，人们也越来越重视英语学习，越来越多的父母让孩子参加英语培训班,面对当前不断增长的市场需求,各种英语培训机构应运而生。广州市英语培训机构的数量在不断增长,但是其中一部分的机构在教育质量、成本控制和运营管理等方面,特别是在营销策略上存在不少问题。对广州R英语培训公司进行研究,可以让人们清晰地认识广州市英语培训市场的情况,为英语培训机构的营销实践提供理论指导,并且可以对相关的理论研究起到抛砖引玉的作用。 广州R英语培训公司成立于2008年，一直以来，公司的发展比较顺利,学员规模已达到512人，但是对英语培训营销策略分析的研究稍微落后。本文从政治、经济、技术和文化方面,分析广州R英语培训公司面对的宏观环境，确定宏观环境对R公司的发展有利。从竞争对手、潜在竞争者、替代品威胁、购买者和供应商的议价能力,分析公司面对的微观环境，分析认为英语培训市场竞争激烈。通过市场调查，分析广州少儿英语培训市场的消费者心理和行为。运用STP策略,明确市场细分及定位。 最后通过4P、4C、4R营销组合，，结合笔者的营销管理行业经验,制定有效的营销策略组合4P策略（产品策略、定价策略、渠道策略、促销策略）及整合传播策略（体验营销策略、关系营销策略、网络营销策略)。分析了这些策略的具体应用，为了保证制定的营销策略能够在广州R英语培训公司内部得以顺利且高效实施,本文从员工素质提升、绩效考核和员工忠诚度方面构建广州R英语培训公司营销策略的实施保障措施,为改善现阶段存在的问题提供参考。
[Abstract]:As the urbanization level of Guangzhou becomes more and more international, people pay more and more attention to English learning. More and more parents let their children participate in English training courses. In the face of the growing market demand, various English training institutions emerge as the times require. The number of English training institutions in Guangzhou is increasing, but some of them have some problems in education quality, cost control and operation management, especially in marketing strategy. The research on Guangzhou R English training Company can help people understand the situation of Guangzhou English training market clearly and provide theoretical guidance for the marketing practice of English training institutions. And can play a role in the relevant theoretical research. Guangzhou R English training Company was founded in 2008. Since then, the company has been developing smoothly, with 512 trainees, but the research on marketing strategy analysis of English training is a little backward. This paper analyzes the macro environment faced by Guangzhou R English training Company from the aspects of politics, economy, technology and culture, and determines that the macro environment is beneficial to the development of R Company. From competitors, potential competitors, the threat of alternatives, buyers and suppliers of bargaining power, analysis of the micro-environment faced by the company, analysis of the English training market competition is fierce. Through market research, this paper analyzes consumer psychology and behavior in Guangzhou Children's English training Market. Use STP strategy, clear market segmentation and positioning. Finally, through 4PX 4CX 4R marketing combination, combining with the author's experience in marketing management industry, the author formulates effective marketing strategy combination 4P strategy (product strategy, pricing strategy, channel strategy, promotion strategy) and integrated communication strategy (experience marketing strategy). Relationship marketing strategy, network marketing strategy. This paper analyzes the specific application of these strategies. In order to ensure that the marketing strategy can be implemented smoothly and efficiently within Guangzhou R English training Company, this paper improves the quality of employees. In terms of performance appraisal and employee loyalty, the implementation of the marketing strategy of Guangzhou R English training Company can be provided as a reference for improving the existing problems at this stage.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H319;F274
本文编号：2135096
[Abstract]:As the urbanization level of Guangzhou becomes more and more international, people pay more and more attention to English learning. More and more parents let their children participate in English training courses. In the face of the growing market demand, various English training institutions emerge as the times require. The number of English training institutions in Guangzhou is increasing, but some of them have some problems in education quality, cost control and operation management, especially in marketing strategy. The research on Guangzhou R English training Company can help people understand the situation of Guangzhou English training market clearly and provide theoretical guidance for the marketing practice of English training institutions. And can play a role in the relevant theoretical research. Guangzhou R English training Company was founded in 2008. Since then, the company has been developing smoothly, with 512 trainees, but the research on marketing strategy analysis of English training is a little backward. This paper analyzes the macro environment faced by Guangzhou R English training Company from the aspects of politics, economy, technology and culture, and determines that the macro environment is beneficial to the development of R Company. From competitors, potential competitors, the threat of alternatives, buyers and suppliers of bargaining power, analysis of the micro-environment faced by the company, analysis of the English training market competition is fierce. Through market research, this paper analyzes consumer psychology and behavior in Guangzhou Children's English training Market. Use STP strategy, clear market segmentation and positioning. Finally, through 4PX 4CX 4R marketing combination, combining with the author's experience in marketing management industry, the author formulates effective marketing strategy combination 4P strategy (product strategy, pricing strategy, channel strategy, promotion strategy) and integrated communication strategy (experience marketing strategy). Relationship marketing strategy, network marketing strategy. This paper analyzes the specific application of these strategies. In order to ensure that the marketing strategy can be implemented smoothly and efficiently within Guangzhou R English training Company, this paper improves the quality of employees. In terms of performance appraisal and employee loyalty, the implementation of the marketing strategy of Guangzhou R English training Company can be provided as a reference for improving the existing problems at this stage.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：H319;F274
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