【作者】 田宁；

【导师】 任荣；

【作者基本信息】 山东大学 ， MBA（专业学位）， 2021， 硕士

【摘要】 素质教育已成为我国教育改革和发展的明确目标。党和政府推进素质教育的立场更加坚定,方向更加明确。随着我国妇女地位的提高,双职工家庭比例不断增加,越来越多的小学生因为放学时间较早无人照管,或者只能交由教育水平不足的爷爷一辈进行放养式看管。虽然政府提出了大力推广课后服务,但是面对小学生父母加班或因单位较远导致中午不能回家等特殊情况,或者课后服务的效果并不理想等情形,从政府层面推广课后服务无法从根本上解决好小学生托管和教育。同时孩子的教育发展越来越受到学生家长的重视,家长们出现各种焦虑症,生怕孩子一步落下,步步落下,所以往往选择为孩子报名参加各种培训班。面对上述情况,社会上有了大量的教育托管机构和校外培训机构。在此背景下,本文认为,对于这种现象,应该从理论和实务两方面探讨它的解决方法,为家长碰到的儿童全面立体发展和素质教育及其相关问题提供解决方案和思路。通过对学生托管问题的研究,本文意在提出解决少年儿童成长中存在的课堂外素质教育质量提升问题的对策,为提升孩子课外素质教育水平,为素质教育创业公司经营者提供指导和参考。本文采用文献研究法,问卷调查法和个案研究法,以济宁魔英教育学校如何解决学校发展中遇到的各类营销问题,并能积极谋求在市场经济竞争中脱颖而出为研究发展方向。本文通过对教育托管、校外培训等相关文献的阅读和包含营销策略分析工具的相关理论,素质教育的市场营销相关理论的研究,进行了理论综述。本文简要介绍了济宁魔英教育学校,总结了学校目前的营销现状和营销问题,使用各种营销分析工具对济宁魔英教育学校的宏观环境、行业环境以及内部环境进行了分析,随后为学校进行了营销战略规划,对学校面对的市场进行细分、重新选择目标市场并进行自我定位;最后更新调整了营销组合策略,并提出了营销策略实施的保障措施,为济宁魔英教育学校的脱颖而出提出发展建议,确保学校长远发展目标的实现。从理论意义方面看,本文总结的素质教育创业公司营销策略研究结论针对现有托管市场中的不足,借鉴学术前沿理论,基础理论与案例研究相结合,对素质教育创业公司营销的框架、营销策略实践做出一些应用研究。从实践意义方面看,为素质教育创业公司的营销策略实施奠定基础,为行业的发展提供可能的探索方向,同时提示素质教育托管机构的创业实践者坚持长期投资的教育理念,确定正确的营销战略,时刻以学生为中心,通过制定营销组合策略和实施相应的保障措施让学生在教学中获得智慧,享受创造和追求真善美,为其他相似创业活动的实践者提供营销活动参考和营销行动指南。更多还原

【Abstract】 Quality-oriented education has become a clear goal of China’s education reform and development,and the Party and government have taken a firmer stance and a clearer direction in promoting quality-oriented education.With the improvement of the status of women in our country,the proportion of dual-career families continues to increase,more and more primary school students because of earlier school time,no one to take care of,or can only be given to the education level of insufficient grandpa generation for free range type care.Although the government has proposed to vigorously promote after-school services,it is impossible to fundamentally solve the problem of after-school care and education for primary school students in the face of special situations such as parents working overtime or unable to go home at noon because their units are far away,or the effect of after-school services is not ideal.At the same time,parents pay more and more attention to the education of their children,there are all kinds of anxiety,for fear that their children fall one step at a time,so th ey often choose to sign up for various training classes for their children.In the face of the above situation,a large number of educational trustees and off-campus training institutions have appeared in the society.Under this background,this paper holds that the solution to this phenomenon should be discussed from both theoretical and practical aspects,so as to provide solutions and ideas for parents’comprehensive three-dimensional development and quality-oriented education of children and related problems.Through the study of student custody,this paper aims to put forward countermeasures to improve the quality of quality education outside the classroom in the growth of teenagers and children,so as to provide guidance and reference for the improvement of children’s quality education outside the classroom and for the operators of quality education start-up companies.This paper adopts three research methods:literature research method,questionnaire survey and case study.The research direction is how to solve all kinds of marketing problems encountered in the development of Jining Moying Education School and how to stand out in the market competition.In this paper,through the reading of education trusteeship,off-campus training and other relevant literature,including marketing strategy analysis tools related theories,quality-oriented education marketing related theories,a theoretical review.This paper briefly introduces the Jining Moying Education School,summarizes the present situation and existing problems of current marketing,using a variety of marketing analysis tools for Jining Moying Education School of macro environment,industry environment and internal environment are analyzed,then has carried on the marketing strategy planning for the school,was carried out on the market segmentation,choose target market and positioning themselves;Finally,the marketing mix strategy is updated and adjusted,and the safeguard measures for the implementation of marketing strategy are pointed out,so as to put forward development suggestions for Jining Moying Education School to stand out and ensure the realization of the school’s long-term development goals.From the perspective of theoretical significance,the conclusion of the research on marketing strategy of quality-oriented education startups summarized in this paper aims at the shortcomings in the existing hosting market,draws on the academic frontier theory,combines basic theory with case study,and makes some applied research on the marketing framework and marketing strategy practice of quality-oriented education startups.In terms of practical significance for the quality education startup marketing strategy implementation basis,provide possible exploration direction for the development of the industry,at the same time,prompt quality education trusteeship agency business practitioners adhere to long-term investment education idea,determine the correct marketing strategy,with students as the center,through the marketing mix strategy and the implementation of the corresponding security measures to keep students in the teaching wisdom,enjoy creating and the pursuit of truth,for other similar entrepreneurial activity practitioners provide reference and marketing guide marketing activities.更多还原