【作者】 王蔚；

【导师】 王海峰；

【作者基本信息】 上海外国语大学 ， 工商管理（MBA）（专业学位）， 2023， 硕士

【摘要】 我国经济的快速发展以及居民的收入水平不断提高,艺术类教育越来越受到国民重视,尤其是美术、音乐等科目。国家越来越重视美育通识的教育,美术培训作为艺术培训市场中占比最大的一项,竞争也是比较激烈的。而且在互联网时代的作用下以及疫情的影响下,生活方式也在变化,消费者的消费心理的变化以及消费行为也发生了改变。这也为中小型美术培训机构带来了前所未有的发展空间和挑战。因此,顺应市场变化,根据消费者特点及需求,提升优化营销策以提升市场占有率,对美术培训机构的未来发展具有重要意义。本论文以Y美术培训机构为研究对象,先通过对Y美术培训机构进行SWOT、STP分析同时从产品、产品定价、营销渠道、促销推广四个方面进行了全面梳理和分析。然后通过访谈得出现存营销问题,再根据调查问卷的研究方式,判断少儿美术培训机构的目标消费群体的特征,分析目标消费群体对子女参与美术培训的消费行为的影响以及对产品、产品定价、营销渠道和促销推广的影响,在营销理论的指导下,根据消费者消费特征进行优化机构的STP营销战略,再以消费者需求和消费特点进行对应的营销策略优化。具体为研究少儿美术培训机构的消费者特征以及消费偏好;得出了消费者的消费特征和消费行为有相关性,以及消费者特征对营销各方面也有相关性。本文以消费者消费特点细分目标市场和优化市场定位,进行课程、课程定价、机构营销渠道、以及机构的促销推广相关营销策略的优化,并根据优化STP营销战略以及营销组合分项加以保障措施,从而提升Y美术培训机构的市场竞争力,为机构未来持续发展提供助力,同时也可作为其他中小型美术培训机构的营销策略优化研究的参考。本文认为在目前竞争越来越激烈的市场形势下,Y美术培训机构作为中小型的企业,要想在竞争激烈的市场中处于优势之地,获得更多的市场的份额,可根据时代发展提升STP营销战略,并针对消费者消费特征进行优化营销政策,充分利用新媒体营销渠道,在机构现有自身优势加强竞争优势,提升客户粘性与客顾客满意度,从而保障Y美术机构未来的长期发展,提升利润空间,获得更大的收益。更多还原

【Abstract】 As the economy grows rapidly,and the people’s revenue continuous improving,increasingly more attention has been paid to Art education,especially in subjects such as art and music.The country has increasingly paid attention to the education of aesthetic,the art training,as the largest proportion of the art training market,the competition also is fierce.the influence of the Internet era change consumers lifestyles,furthermore the COVID-19 impact of consumers life on society,and these changes in consumer psychology and behaviors.Small or medium-size art training institutions are facing unprecedently development space and challenges.Therefore,adapting to market changes and optimizing marketing strategies to increase market share according to consumer characteristics and needs is great significance to the future development of art training institutions.This thesis uses Y art training institutions as the research subject.First,analyzes the SWOT of Y art training institutions and comprehensively sorts out and analyzes these aspects: product,product’s price,marketing channels and promotion.Then,through the research method of surveys,with the guidance of the marketing theory and consumer needs,segment market by consumption characteristics.Specifically,to research the impact of consumer characteristics to consumer behavior.And analyzed the influence of consumer characteristics on consumption marketing.Support on consumer behavior,and according to characteristic factors to segment the target marketing.And optimize the marketing strategies involve art courses,price,marketing channels and institution’s promotion.In order to ensure the strategies are implemented smoothly,it will be take safeguard measures according to the optimized STP marketing and four aspects of marketing strategies.To enhance the market competitiveness of Y art training institutions and provides the sustainable development of the institution in the future.At the same time,this thesis can also be used as a reference for the marketing strategy optimization research of other Small and mediumsized art training institutions.Through this research,consumer characteristics affect their consumption behavior,and consumer characteristics also have influence on institutional marketing in consumption behavior.This thesis considers that under the situation of the increasingly competitive market,if Y art training institutions want to remain invincible in the competition and occupy more market share,they can according to consumer demands,make full use of New Media marketing channels,enhance the institution strengths,and improve consumer’s satisfaction and stickiness.thereby ensuring the long-term development of Y art institutions in the future,and improving institution profit margins and obtaining greater gains.更多还原