【摘要】：在教育行業競爭逐漸顯赫的背景下,教育培訓行業已經逐步發展成直接把市場目標定位于特定的消費群體,進行符合消費群體的教育需求。JS教育培訓公司,在逐漸發展出區別于同行業其他機構的差異性營銷策略的同時,該如何制定營銷策略,以獲得更高的社會效益和經濟效益,成為教育培訓機構高管們首先思考的重要問題。本文圍繞STP定位理論以及4P-4C-4R營銷組合理論,運用SWOT分析對JS教育培訓公司所面臨的運營環境,及公司內部的營銷狀況進行詳細分析,發現了JS教育培訓公司在當前行業競爭激烈的環境下,存在市場定位不清晰、課程設置形式單一、課后服務流程繁瑣、課程定價偏高、校址遠離學區、拓展渠道投入比高、市場推廣成本較高昂、廣告宣傳缺乏針對性等問題,其當前的營銷方式較落后。為了解決培訓公司營銷中的關鍵性問題,文中試圖運用所學的相關營銷管理理論,加以分析和解決。首先,運用營銷STP定位理論,對本公司的市場細分、目標市場選擇與定位這三方面的市場營銷核心問題展開深入研究與分析。其次,運用4P-4C-4R營銷組合理論,提出具體的有實際針對性和可操作性的營銷策略來完善培訓公司的營銷方案,如延伸現有產品、加強課程靈活性、豐富服務形式并簡化服務流程、調整線上課時費用、降低人員管理成本、維護媒介口碑營銷、開發個性化O2O智能平臺學習管家、建立特許經營招商渠道、多維度選取培訓場地、挖掘線上潛在客戶群等。最后提出了JS教育培訓公司在中國教育市場行業上的營銷策略實施計劃表與實施戰略保障、技術保障、財務保障以及人力資源保障四方面保障措施。本文從一家培訓公司角度,立足特定消費群體,研究教育產品的營銷策略同時,對JS教育培訓公司的營銷策略提供了理論支持和策劃方案,并在此基礎上,期待能幫助更多教育培訓企業充分利用互聯網線上媒介實時監控、后臺數據分析、構建推廣內容并評估風險、O2O智能平臺學習管家等來實施市場營銷。相信實施改進的營銷方案,JS教育培訓公司會逐步成為全國個性化教育培訓領域的領先機構。
[Abstract]:Under the background of education industry competition becoming more and more prominent, education and training industry has gradually developed into a direct market target targeted at specific consumer groups to meet the educational needs of consumer groups. JS Education and training Company, While gradually developing different marketing strategies which are different from other organizations in the same industry, how to formulate marketing strategies in order to obtain higher social and economic benefits has become an important issue for senior executives of educational and training institutions to think about first. Based on STP positioning theory and 4P-4C-4R marketing combination theory, this paper uses SWOT analysis to analyze the operating environment faced by JS education and training company, and the marketing situation within the company. It is found that in the current competitive environment of JS education and training company, the market position is not clear, the course setting form is single, the after-school service process is cumbersome, the course pricing is on the high side, the school site is far away from the school district, and the investment ratio of expanding the channel is high. The cost of marketing is high, the advertising is short of pertinence and so on. In order to solve the key problems in training company marketing, this paper tries to use the relevant marketing management theory to analyze and solve the problem. First of all, using the marketing STP positioning theory, this paper makes a deep research and analysis on the marketing core issues of our company in three aspects: market segmentation, target market selection and positioning. Secondly, using the theory of 4P-4C-4R marketing combination, the author puts forward specific marketing strategies to perfect the marketing scheme of the training company, such as extending the existing products, strengthening the flexibility of courses, enriching the service forms and simplifying the service flow. Adjust line cost in class, reduce staff management cost, maintain media reputation marketing, develop personalized O2O intelligent platform learning housekeeper, establish franchising channels to attract investors, select training sites in many dimensions, and excavate potential customer base on line. Finally, the paper puts forward the marketing strategy implementation schedule of JS education and training company in Chinese education market and its implementation strategy guarantee, technical guarantee, financial guarantee and human resource guarantee. From the perspective of a training company, based on a specific consumer group, this paper studies the marketing strategy of educational products. At the same time, it provides theoretical support and planning scheme for the marketing strategy of JS education and training company, and on this basis, It is expected to help more educational and training enterprises make full use of online media real-time monitoring, background data analysis, construction of promotional content and risk assessment, O2O intelligent platform learning butler to implement marketing. We believe that with the improved marketing program, JS will gradually become the leading organization in the field of personalized education and training.
【學位授予單位】：上海外國語大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274

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本文編號：2270243