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A少儿英语教育培训机构市场营销策略研究

【作者】 刘江勇

【导师】 王琴梅;

【作者基本信息】 陕西师范大学, 工商管理硕士(专业学位), 2017, 硕士

【摘要】 随着我国改革、开放和发展的深入持久进行,国民对教育的需求变得日益强烈,在这个过程中,引进更多高质量的民间教育资源为经济社会发展提供智力支持,已成为一个大趋势。英语教育培训呈现出繁荣的景象,家长越来越重视对少儿英语的教育,从而催生出来一个新的行业领域——少儿英语教育培训业。随着新行业的出现,与之相伴随的就是当前的英语教育培训机构日益增多,各培训机构面临着日益激烈的市场竞争及其竞争带来的巨大挑战。每一个英语教育培训机构都必须思考如何发挥自己的竞争优势、扬长避短、趋利避害、赢得竞争的胜利这个严肃的问题。本文以A少儿英语教育培训机构为案例,以市场营销及营销策略理论为基础理论,对A少儿英语教育培训机构营运情况、营销策略进行深入分析,并在总结其成功经验基础上提出了进一步的改进意见。全文除了导论外,主要内容及结构如下:第一部分即第二章,是论文的相关理论基础。首先界定了市场营销和市场营销策略的概念,并梳理了市场营销策略的组合理论,包括4Ps理论、4Cs理论、4R理论等市场营销理论。其次,从顾客满意度与全面质量营销、市场营销环境、目标市场营销、市场竞争策略四个方面对市场营销策略的基本原理做了分析。第二部分即第三至第五章,是对A少儿英语教育培训机构市场营销策略的案例分析,也是全文的重点。其中:第三章是对A少儿英语教育培训机构的总体情况介绍。首先对A少儿英语教育培训机构内部资源、外部环境做了分析;接着在对机构的发展历程和组织结构进行研究的基础之上,进一步分析了A少儿英语教育培训机构的供应商能力、买方讨价还价能力、行业内现有的竞争者、新进入者、替代品的威胁等影响因素;最后,在以上分析的基础上,从产业组织结构特征、市场供给状况、市场需求分析、优势竞争产品等角度对A少儿英语教育培训机构总体运营状况及绩效做了介绍。第四章重点分析了A少儿英语教育培训机构的市场营销策略。主要从产品组合策略、定价策略、渠道的设计策略等角度对A少儿英语教育培训机构的市场营销策略进行分析,并研究了基于市场营销活动之上的组织管理和效果监控的问题。第五章对A少儿英语教育培训机构市场营销策略的成功经验进行了总结,并指出其进一步改进的措施建议。第三部分即第六章,是对全文的总结和研究展望。本文的主要创新在于:一是在对A少儿英语教育培训机构进行总体分析的基础之上,运营STP理论对少儿英语教育培训机构进行了市场细分、目标市场选择、市场定位的分析;二是从产品组合策略、定价策略、渠道设计策略等维度对其市场营销策略进行了分析,并设计出了A少儿英语教育培训机构市场营销活动组织管理与效果监测的具体方案。

【Abstract】 With China’s reform, opening up and the development of durable, national demand for education is becoming increasingly intense, and in the process to bring in more high quality civic education resource providing intellectual support for economic and social development has become a major trend. Private English education and training institutions flourished, is the product of the above background. Of course, with concomitant is the current English education and training institutions are facing increasingly fierce market competition and the huge challenge of competition. Each English education and training institutions must think about how to play to their own advantages, disadvantages, disadvantages of competition, winning the competition the serious problem. In this paper, a case study:children’s English education and training institutions, and study how to make rational use of internal and external resources, develop and implement the practices and experiences of successful marketing strategies, has also made recommendations for further improvements.From a children’s English education marketing strategy analysis of successful experience of training institutions, charm and high quality of the teachers teaching teachers team construction of the main tendencies in the teaching ability of the individual training and construction of teachers’attitude toward job training, and constantly sum up, improve, learn, clear criteria for faculty evaluation. A company training center with many years of training experience in improving oral English training and skills have unique methods, not just exam exam-oriented training. While paying attention to the ability to use English language training, as well as with development of English education. As for children’s English training institutions, long-term cooperative relationship with customers, so that customer satisfaction is the core of relation marketing trainees and their parents. Branding is the advanced stages of enterprise development, and enterprises to break through the traditional quality management, customer relationship management is achieved by controlling the market later stage, able to effect in the partial formation of a regional market.

【关键词】 A少儿英语教育培训机构4PsSTP市场营销策略
【Key words】 English Language Training4PsSTPMarketing

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  • 【网络出版投稿人】 陕西师范大学
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