【作者】 刘晓红；

【导师】 赵雁海；

【作者基本信息】 兰州大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 近年来,随着人们的生活水平和文化水平不断提高,家长有更多的时间金钱投入到孩子的学习教育,越来越不满足于公办教育资源供给,各式迎合家长需求的校外辅导机构应运而生。但校外辅导机构准入门槛低,缺乏规范管理,导致了辅导机构之间的无序竞争。特别是中小型辅导机构,产品同质化现象严重,缺少差异化的市场定位,依靠价格战在社区或学校周边抢夺生源,缺少有效的获客途径。因此,为了能够持续良性发展,探索符合中小型辅导机构现实的营销策略具有较强的实践指导意义。本文基于以上研究背景,以创立七年的惠州明德教育培训中心现行的营销制度为研究对象,首先介绍市场营销的概念、STP理论和4P理论,结合当前STP理论、4P理论和培训机构营销策略相关的最新的研究成果,通过问卷调查法、深度访谈法等研究方法和PEST分析法、五力竞争模型等研究工具,找出培训中心当前的营销策略存在的问题并进行详尽的讨论和分析,最后提出更贴合培训中心现阶段发展特点的营销策略。文中为优化明德教育的营销策略体系,探讨了其内部资源、现实情况和外部客观环境,有针对性地基于惠州市中小学文化课潜在客户需求设计了调查问卷,并对收集到的数据采用均值、标准差两个指标及交叉表进行需求分析,发现消费者对培训中心的师资水平、产品价格、品牌形象、信息渠道等方面尤其重视。通过分析得出的研究结论认为,惠州明德教育就培训中心应明确基于社区的中小型专业辅导机构的市场定位,以学生需求为主轴,充分采用新媒体技术进行品牌推广与产品营销,提升机构市场竞争力。结合市场定位,文章优化之后的营销策略是明德教育应该推出产品线更丰富、更贴近客户需求的业务和服务,并针对不同的产品设计出不同的定价,同时利用新媒体技术拓展信息渠道和营销渠道,以此增加客户粘性和进行品牌建设,通过开放体验服务、促销奖励优惠和社区公共关系管理等方式做好促销活动。该营销组合策略系基于市场需求调查和综合分析所得,对明德教育及类似的中小型课外辅导机构具有参考和指导价值。更多还原

【Abstract】 In the last several years,with the continuous progress of our living conditions and cultural level,parents have more time and money to invest in their children’s learning and education,and they are less and less satisfied with the supply of public education resources.All kinds of after-school counseling institutions catering to parents’ needs emerge as the times require.However,the low access threshold and lack of standardized management of off campus counseling institutions lead to disorderly competition among counseling institutions.Especially in small and medium-sized counseling institutions,the phenomenon of product homogeneity is serious,lack of differentiated market positioning,relying on price war to grab students around the community or school,lack of effective way to get customers.Therefore,in order to be able to sustain the healthy development,exploring the marketing strategy in line with the reality of small and medium-sized counseling institutions has a strong practical significance.With the background of above research,this paper discusses the marketing system of Huizhou Mingde education company founded six years ago.Firstly,it introduces such theory as the very concept of marketing,STP theory and 4P marketing strategy.Then refers to the newest achieverments on education company,through the research methods of questionnaire survey,in-depth interview,PEST analysis and five forces analysis.Finally,it puts forward the marketing strategy which is more suitable for the current development characteristics of the training center.In order to optimize the marketing strategy system of Mingde education,the paper talks about its internal resources,actual conditions and external objective environment,and designs a questionnaire based on the needs of potential customers in the literacy classes of Huizhou primary and secondary schools,and analyzes the demands according to the two indicators of mean and standard deviation and the cross-tabulation that collected.The result revealed that consumers pay particular attention to the training center’s teaching staff,product prices,brand image,and information channels.The research conclusions drawn through the analysis are that Huizhou Mingde education’s training center should clarify the market positioning of small and medium-sized professional counseling institution based on the community,take students’ needs as the main axis,and make full use of new media technology for brand promotion and product marketing,so as to enhance the market competitiveness of the institution.Combined with market positioning,the marketing strategy after optimization is that Mingde education should launch business and services with a richer product line and closer to customer requirements,and design different pricing for different products,while using new media technology to expand information channels and Marketing channels,in order to increase customer stickiness and brand building,through open experience services,promotional incentives and community public relations management and other methods to do a good job of promotional activities.The marketing mix strategy is based on market demand survey and comprehensive analysis,and has reference and guidance value for Mingde education and similar small and medium-sized extracurricular tutoring institutions.更多还原