【作者】 王鑫；

【导师】 云虹；

【作者基本信息】 华中科技大学 ， 工商管理， 2016， 硕士

【摘要】 随着经济和科技的高速发展,社会对高素质人才的需求不断增加,影响并推动了中国培训产业的发展,与此同时也给培训产业带来了巨大的竞争压力。太奇教育通过连锁区域及加盟商加盟快速建立起了营销网络,尤其模式也在不断在行业间发展壮大,这也就成了集团面临的重要问题工作。由此可见教育培训行业如何把服务营销植入企业管理与营销中显得尤为重要。本文就拟以培训企业在激烈的竞争中,如何利用服务营销理论发现和解决自身的问题展开分析和论述。连锁机构越来越庞大,行业竞争越来越激烈,这就引导企业利用正确的服务营销策略和措施取得更大的市场份额。本论文首先回顾了服务营销的一些基本理论,定义了服务的概念,阐述了服务的营销意义,并描述了服务自身所具有的特性,以及描述了7Ps服务营销理论的主要特点和应用范围。其次,本文通过对太奇教育现状的详细分析,进一步阐明了太奇教育当前的服务营销体系。利用7Ps服务营销理论详细的分析了太奇教育在产品、渠道、价值、促销组合、服务人员、服务过程和有形展示等方面的问题,例如太奇教育在产品设计上太过单一、在价格制定下太过僵化以及在售前售后服务上缺乏整体性的问题。在此基础上,论文针对太奇培训服务营销管理中的种种问题提出了对应的7大服务营销策略,并相应的给出了加强太奇教育的产品研发、简化太奇教育的产品定价、进行太奇教育服务的标准化改革等具体操作措施,旨在能帮助太奇教育更好的利用服务营销理论解决自身的问题,在激烈的竞争中能发展的更好。更多还原

【Abstract】 With the rapid development of economy and technology, the demand fortalents with high quality of society is increasing,and it makes influence on and gives promotion to the development of training i ndustry in China.At the same time,the training industry has brought tremendous pressure of competi tion.The paper intends to make enterprise in the fierce competition to benefit with service marketing theory to find and solve their own problems to analyze and discuss, guide enterprises to use the corr ect service marketing strategies and measures to achieve greater market share.In the background that the product economy switch to service economy,Taiqi education group quickly establishes the mark eting network by the chain region and the franchisee, However, with the quantity of chains becomin g more and more huge, and increasingly fiercer competition of the industry, how to continue growin g in the fierce competition is an important work for the working group. Thus, it is particularly impor tant for training industry to put service marketing management into business management skill.This paper gives a review of some fundamental theory of service marketing, a define of the concept of ser vice,and explains the significance of service marketing,describes the characteristics of its service an d the 7PS services marketing theory, main characteristic,application range. Secondly, through the de tailed analysis of the status of the Taiqi education, it clarifies the current service marketing system o f Taiqi. Finally, the organization use 7PS service marketing theory dealing with its problem among products, channels, value, sales promotion combination, service personnel, service process and phys ical evidence.For example,the product design is too simple, and the lack of integrity in the pre-mark et after-sales service is also a tough task. Under the circumstances, the paper delivers a solution of th e task above. It aims at strengthen Taiqi education products R & D, simplifying the products pricing,service standardization.更多还原