【作者】 周亮；

【导师】 王培欣；

【作者基本信息】 哈尔滨工业大学 ， 工商管理硕士（专业学位）， 2022， 硕士

【摘要】 高考在人生中的重要作用有目共睹。高考唯一的筛选标准就是考试分数,如何能让孩子获得高分在高考中脱颖而出,各个家庭间展开了激烈的分数竞争。基于此,课外培训机构应运而生并逐渐发展壮大。宽松的政策使教培行业野蛮发展了近20年,大大小小的机构层出不穷,近些年来,资本的进入更是将竞争推向了更加激烈的高度。在如此混乱、激烈、非良性的市场竞争下,X教育机构近两年的业绩下滑比较严重,除不考虑席卷全球的新冠疫情影响外,如何借助品牌优势、地区影响力以及雄厚的资金实力使企业扭亏为盈是企业亟需解决的问题。本文以X教育机构为研究对象。首先为论文研究背景、研究意义,即教培行业在近20年间市场规模不断发展壮大,随之而来也带来不小的市场竞争压力,X教育机构如何通过新的营销思路开拓市场,在教培细分领域高中生培训市场中取得领先优势具有现实的意义。其次,分析了X教育机构的内外部营销环境,为分析X教育机构营销策略现状及问题分析提供借鉴。最后,从X教育机构实际出发,并结合经典的营销学理论,对X教育机构的营销策略现状以及问题进行全面分析。本文以哈尔滨地区经济发展情况为依托,从区域教培市场实际情况出发,系统的探究了X教育机构的市场营销实际方案。采取对相关经典营销学理论进行回顾总结,利用PEST理论,分析该项目所处的政治、经济和政策等宏观影响因素。产品层面参照SWOT理论,指出产品定位于发挥优势产品规避劣势产品策略,同时要预防可预见的风险并抓住外来机遇原则。将产品线进行调整,产品定价根据市场变化、充分考虑产品定位等问题。市场营销层面借助4P理论进行重新设计。依据营销策略实施的原则及保障措施,最终形成适用于X教育机构的营销策略改进方案。更多还原

【Abstract】 The important role of college entrance examination in life is obvious to all.The only screening criterion of the college entrance examination is the test score.How to make children get high scores and stand out in the college entrance examination has launched fierce score competition among families.Based on this,extracurricular training institutions came into being and gradually developed.Loose policies have made the education and training industry develop savagely for nearly 20 years,and large and small institutions emerge in endlessly.In recent years,the entry of capital has pushed the competition to a more intense level.Under such chaotic,fierce and non benign market competition,the performance of X education institution has declined seriously in the past two years.In addition to ignoring the impact of the COVID-19 sweeping the world,how to turn losses into profits with the help of brand advantages,regional influence and strong financial strength is an urgent problem for enterprises.This paper takes x education institution as the research object.Firstly,it is the research background and significance of the paper,that is,the market scale of the education and training industry has been developing and growing in recent 20 years,which has also brought a lot of market competition pressure.It is of practical significance for X education institutions to develop the market through new marketing ideas and obtain a leading advantage in the high school promotion training of the education and training segment.Secondly,it analyzes the internal and external marketing environment of X educational institutions,so as to provide reference for the analysis of the current situation and problem analysis of marketing strategy of X educational institutions.Finally,starting from the reality of X education institution and combined with the classical marketing theory,this paper makes a comprehensive analysis of the current situation and problems of the marketing strategy of X education institution.Based on the economic development of Harbin and the actual situation of the regional education and training market,this paper systematically explores the actual marketing plan of X educational institution.By reviewing and summarizing relevant classical marketing theories,combining regional characteristics and using pest theory,the macro-influencing factors such as politics,economy and policy of the project are analyzed.At the product level,referring to the SWOT theory,it is pointed out that the product positioning should give full play to the advantages of the product to avoid the disadvantages,and at the same time,it should prevent the foreseeable risks and seize the external opportunities.At the same time,the product line will be adjusted,product pricing according to market changes,fully consider the product positioning and other issues.Marketing is redesigned with the help of 4P theory.Based on the principles and safeguard measures of marketing strategy implementation,a marketing strategy improvement plan suitable for X educational institution is finally formed.更多还原