【作者】 徐静；

【导师】 胡亚南；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 目前信息技术、科技手段正在飞速发展,我国各产业均处在产业转型升级的紧要关口。消费者市场的消费迭代升级,进一步推动了社会全产业经营模式的改革,社会对各类专业人才的需求增多,而对于人才的综合素质要去求也越来越高。在国家政策与市场的双驱动下,大批职业教育企业应运而生。但是,随着消费者需求日益个性化、多样化,职业教育培训企业所采用的传统的营销策略已经无法快速响应目前市场的变化。Z教育集团成立于1999年,主营业务分别是考试培训、学历提升和职业技能培训。企业历经20余年的发展,虽然有一定的客户基础,但是在职业教育市场各细分领域竞争愈发激烈的情况下,仅依靠原有客户资源显然是不可行的,尤其是Z教育集团正处在业务快速扩张的阶段。近年来,在线教育的大力兴起,使得职业教育培训市场的客户流动性进一步提升,如何吸引新客户、稳固老客户成为企业必须面对的一大难题,Z教育集团现行的营销策略无法满足消费者的实际需求。本文结合市场营销理论,运用文献研究、案例分析等方法,对Z教育的营销策略现状及问题进行研究。首先,运用PEST、五力模型对Z教育集团所处的营销宏观与微观环境进行分析。其次,采用SWOT模型分析企业面临的竞争环境和自身的竞争优、劣势。另外,通过STP理论对Z教育集团所在的竞争市场重新进行了市场细分,结合营销现状与自身竞争条件,全新定义竞争优势。最后,分别就企业的产品、服务、价格、渠道和促销五个方面给出了优化建议,并且从企业文化、组织、人力资源和财务支持四个方面保障优化策略的具体实施。本文希望能够为Z教育集团的营销策略方案优化提出有效的改进建议,同时力图可以为同行业培训机构营销策略提供可参考思路。更多还原

【Abstract】 At present,information technology and scientific and technological means are developing rapidly.All industries in China are at the critical juncture of industrial transformation and upgrading.The consumption iterative upgrading of consumer market has further promoted the reform of the whole industry management mode of the society.The demand for all kinds of professional talents is increasing,and the comprehensive quality of talents is also increasing.Driven by the national policy and market,a large number of vocational education enterprises came into being.However,with the increasingly personalized and diversified needs of consumers,the traditional marketing strategies adopted by vocational education and training enterprises have been unable to respond to the changes in the current market.Z education group was founded in 1999.Its main businesses are examination training,education promotion and vocational skill training.After more than 20 years of development,although the enterprise has a certain customer base,it is obviously not feasible to rely on the original customer resources only under the increasingly fierce competition in various segments of vocational education market,especially Z education group is in the stage of rapid business expansion.In recent years,with the vigorous rise of online education,the customer mobility of vocational education and training market has been further improved.How to attract new customers and stabilize old customers has become a major problem that enterprises must face.The current marketing strategy of Z education group cannot meet the actual needs of consumers.Based on the theory of marketing,using the methods of literature research and case analysis,this paper studies the current situation and problems of marketing strategy of Z education.First of all,use pest and five forces model to analyze the marketing macro and micro environment of Z education group.Secondly,SWOT model is used to analyze the competitive environment and advantages and disadvantages of enterprises.In addition,through STP theory,Z Education Group’s competitive market is subdivided again,combining with the current marketing situation and its own competitive conditions,a new definition of competitive advantage is given.Finally,it gives optimization suggestions on the five aspects of product,service,price,channel and promotion,and guarantees the implementation of optimization strategies from four aspects of corporate culture,organization,human resources and financial support.This paper hopes to put forward effective improvement suggestions for Z Education Group’s marketing strategy optimization,and try to provide reference ideas for the marketing strategy of training institutions inthe same industry.更多还原