H培训机构国考产品整合营销传播策略研究

发布时间：2018-04-27 21:16

本文选题：培训机构 + 国考产品　；参考：《北京交通大学》2017年硕士论文

【摘要】：1993年,《国家公务员暂行条例》颁布实施,公务员招录考试逐步升温,并且随着我国经济社会水平的高速稳定的增长,国家公务员考试成为社会热门现象之一。与此同时应运而生的公务员考试培训机构也顺势起家,发展的如火如茶。然而,随着培训顾客个性化和多样化需求的日趋明显,为了满足培训顾客的个性化和多样性需求,许多国考培训公司在营销过程中遇到了瓶颈,品牌影响力不足,销售手段简单,广告投放针对性不够等阻碍。正是在这种背景之下,国家公务员考试培训市场面临着激烈的竞争。那么,在如此竞争激烈的国考培训市场环境中,国考培训机构只有在营销理论的指导下,通过转变营销观念、创新营销模式,实施以传播为核心的营销策略来获取竞争优势,才能赢得国考培训市场份额,实现企业的可持续发展。本文主要以H培训机构国考产品为研究对象,结合笔者目前所从事的教育培训管理工作实际,在参考相关文献和信息资料的基础上,通过对H培训机构的市场营销环境进行分析,同时对H培训机构目前的国考产品营销现状进行深入了解,指出H机构目前在国考产品营销策略实施中存在的问题,运用整合营销传播理论进行研究和思考。本文运用市场营销中整合营销传播理论为国考培训机构设计了全新的市场营销策略。通过以上的研究,得出结论,在对未来H培训机构国考产品的销售过程中,通过公共关系营销、广告营销策略、人员推销策略、促销策略等方式进行整合,能够让H培训机构在备考国家公务员考试的考生心中认可度增加,提升品牌影响力,增加国考培训产品的销量,最终推动公司国考培训业务的健康、快速发展。
[Abstract]:In 1993, the interim regulations of National Civil servants were promulgated and implemented, and the examination for recruitment of civil servants gradually increased. With the rapid and stable growth of our country's economic and social level, the examination of national civil servants has become one of the popular social phenomena. At the same time, the civil service examination training institutions have also started, the development of such a fire as tea. However, with the increasingly obvious demand for individuation and diversification of training customers, in order to meet the needs of individuation and diversity of training customers, many national training companies have encountered bottlenecks in the marketing process and lack of brand influence. Simple means of sales, advertising targeted and other obstacles. It is in this context, the national civil service examination and training market is facing fierce competition. So, in such a competitive market environment, only under the guidance of marketing theory, Guokao training institutions can gain competitive advantages by changing marketing concepts, innovating marketing models, and implementing marketing strategies with communication as the core. In order to win the national test training market share, to achieve sustainable development of enterprises. This article mainly takes the national examination product of the H training institution as the research object, unifies the educational training management work that the author is engaged in at present, on the basis of referring to the relevant literature and information material, Based on the analysis of the marketing environment of H training institution and the current situation of product marketing of H training institution, this paper points out the problems existing in the implementation of product marketing strategy of H training institution. Use the theory of integrated marketing communication to study and think. Based on the theory of integrated marketing communication in marketing, this paper designs a new marketing strategy for national training institutions. Through the above research, we can draw a conclusion that in the process of selling the products of the future H training institutions, we can integrate them by means of public relations marketing, advertising marketing strategies, personnel marketing strategies, promotion strategies, and so on. It can enable H training institutions to increase their recognition in the minds of candidates preparing for the national civil servants examination, enhance the brand influence, increase the sales volume of national examination training products, and ultimately promote the healthy and rapid development of the company's national examination training business.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D630.3;F274

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