xx教育營銷策略研究

15700字

摘要 改革開放以來，我國的社會經(jīng)濟飛速發(fā)展，教育資源的相對匱乏也使得我國對于這方面的需求越來越強烈。只有教育的發(fā)展速度跟上了經(jīng)濟的發(fā)展速度，才能使得我國在激烈的國際競爭中立于不敗之地。對于教育培訓(xùn)機構(gòu)的發(fā)展而言，準(zhǔn)確的營銷定位、恰當(dāng)?shù)臓I銷策略制定同樣直接關(guān)系其企業(yè)的興衰成敗，由此，制定一個適合于自身機構(gòu)未來發(fā)展的營銷策略是確保其長期健康發(fā)展的關(guān)鍵。
本文以鹽城惠眾教育的營銷策略為研究對象，對其在營銷策略中所存在的問題進行深入的分析、探討，并根據(jù)其所存在的問題，提出一些解決對策，這對于鹽城惠眾教育的持續(xù)健康發(fā)展有著重要的作用。同時，對于其他的培訓(xùn)企業(yè)也具有好的借鑒意義。
本文分為五個部分。第1部分，寫明論文選題的背景和意義，同時交代了研究內(nèi)容和研究方法；第2部分，圍繞營銷策略和教育培訓(xùn)市場這兩個核心概念，查找資料，闡述相關(guān)基本概念，并著重分析兩者之間的關(guān)系。第3部分，鹽城惠眾教育的營銷策略現(xiàn)狀。第4部分，營銷環(huán)境分析，討論鹽城惠眾教育的問題與機遇。第5部分，提出教育培訓(xùn)機構(gòu)的營銷策略。

關(guān)鍵詞：教育培訓(xùn)；營銷策略；產(chǎn)品策略；差異化促銷策略

An analysis of the marketing strategy of Yancheng Huizhong institution
Abstract Since the reform and opening up, China’s rapid social and economic development, and the relative lack of educational resources also makes the country increasingly strong demand for this area. Only education to keep up with the pace of development of the economic growth rate, in order to make our country an invincible position in the fierce international competition. For the development of education and training institutions, the accurate positioning of marketing, to develop appropriate marketing strategies also directly related to the success or failure of their business, thereby developing a suitable future development of their own bodies to ensure its long-term marketing strategy is the key to healthy development.
In this paper, Yancheng benefit public education marketing strategy for the study, its marketing strategy in the problems in -depth analysis, discussion, and in accordance with their existing problems, put forward some countermeasures, which benefits public education for Yancheng sustained and healthy development plays an important role. Meanwhile, for other corporate training companies also have good reference.
This paper is divided into five parts. Part 1, giving the background and significance of the topic, while account of the research and research methods ; Part 2, marketing strategies and education and training around two core concepts of the market , find information, describes basic concepts and focus analysis of the relationship between the two. Part 3, the present marketing strategy Yancheng Huizhong education. Part 4, the marketing environment analysis, discuss issues and opportunities in Yancheng Huizhong education. Part 5, proposed marketing strategies of education and training institutions.
Keywords Education and training; Marketing strategy; Product strategy; differentiated marketing strategy

目錄
摘要 1
Abstract 2
第一章 緒論 1
1.1研究背景 1
1.2研究意義 2
1.2.1理論意義 2
1.2.2現(xiàn)實意義 2
第二章 營銷策略理論 3
2.1市場營銷策略 3
2.1.1產(chǎn)品策略 3
2.1.2價格策略 4
2.1.3渠道策略 4
2.1.4促銷策略 4
2.2教育培訓(xùn)市場的界定 5
第三章 鹽城惠眾教育的概況及營銷現(xiàn)狀 7
3.1鹽城惠眾教育的概況 7
3.1.1成立與發(fā)展 7
3.1.2企業(yè)的愿景，使命及宗旨 7
3.2鹽城惠眾教育產(chǎn)品策略 8
3.3鹽城惠眾教育價格策略 8
3.4鹽城惠眾教育渠道策略 9
3.5鹽城惠眾教育促銷策略 9
第四章 鹽城惠眾教育營銷環(huán)境分析 11
4.1宏觀市場環(huán)境分析 11
4.1.1政治與經(jīng)濟環(huán)境 11
4.1.2社會文化環(huán)境 11
4.1.3技術(shù)環(huán)境 12
4.2微觀市場環(huán)境分析 12
4.2.1競爭對手分析 12
4.2.2潛在競爭者分析 12
4.2.3替代品分析 13
4.2.4消費者議價能力分析 13
4.3 SWOT分析 13
4.3.1優(yōu)勢 13
4.3.2劣勢 14
4.3.3機遇 15
4.3.4威脅 15
4.3.5 SWOT分析矩陣表 16
4.4鹽城惠眾教育營銷策略實施的問題及原因 16
4.4.1培訓(xùn)項目過于全面，重點課程不突出 17
4.4.2定價過于保守，收費方式單一 17
4.4.3擴張過快，地方辦事處建設(shè)不完善 17
4.4.4促銷活動缺乏新意，缺少吸引力 18
4.4.5授課方式較為傳統(tǒng)，忽視網(wǎng)站建設(shè) 18
第五章 公司市場營銷策略 19
5.1打造差異化、精品化的培訓(xùn)項目，深化軟實力課程 19
5.2需求差異定價法并且改變收費模式 19
5.3放緩擴張速度，加強地方辦事處建設(shè) 20
5.4差異化及拉引式的促銷策略相結(jié)合 20
5.5加強網(wǎng)站建設(shè)，豐富網(wǎng)絡(luò)課程資源 21
致謝 22
參考文獻 23