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论文编号：	10855
作者编号：	2120172915
上传时间：	2019/6/12 11:15:53
中文题目：	好未来教育集团K12教育的营销策略研究
英文题目：	Research on Marketing Strategy of TAL Education Group K12 Education
指导老师：	马连福
中文关键字：	营销环境;营销资源;营销策略;好未来教育集团
英文关键字：	Marketing Environment; Marketing Resources; Marketing Strategy; TAL Education Group
中文摘要：	摘 要 21世纪是经济和服务发展和转型的重要时期，教育业也成为了第三产业中不可或缺的一部分。这几年，我国教育业的发展势头迅猛，已经成为我国经济中的新热点，也变成很多创业投资者的首选,成为新世纪的朝阳产业。好未来作为一家国内教育市场上比较有代表性的K12教育培训企业，经过多年的发展，虽然在市场上已经占据了一定的份额，但是面对越来越激烈的市场竞争，好未来集团还是有许多的发展问题亟待解决。例如，品牌营销专业化不够，产品差异化不明显等等，这些问题已经成为制约好未来进一步发展的不利因素。 本文以K12教育市场为主要研究对象，将好未来教育集团K12教育作为典型例子进行分析，重点将K12教育培训中的营销问题进行深入的研究。根据教育行业的特点，从市场的营销环境、经营现状、市场中的机会和威胁等方面入手，再结合好未来集团现有营销资源的优势，找出好未来教育集团K12教育现存在的营销问题并探讨其营销策略的优化方案，进一步提升好未来集团K12教育的营销能力。 本文通过以上分析，最终得出结论：首先肯定了好未来教育集团K12教育相对于其他教育机构而言在营销资源上具有很大的优势，但是激烈的市场竞争对于好未来教育集团K12教育具有很大的冲击力，其在市场营销策略上还有很大的优化空间。其营销策略的优化要以差异化营销战略作为指导，市场定位为为中等收入家庭中小学学龄段学生提供优质有效的课外辅导教育产品及培训服务。在营销策略上可以采用拓宽营销渠道、开发新产品或增加产品组合、加大促销力度、产品差别定价、走品牌路线以及优化服务体验等方式。 本文旨在依据好未来发展现状，结合当今教育市场环境，从营销策略上，为好未来教育集团K12教育的进一步发展提供可行性的建议和思路，让好未来集团K12教育能够抢为人先，持续发展。同时,本文对好未来教育集团K12教育营销策略优化展开的研究,反应出整个K12教育行业的整体发展趋势，能够为我国其他K12教育机构开展市场营销提供参考和借鉴。 关键词:营销环境；营销资源；营销策略；好未来教育集团
英文摘要：	Abstract The 21st century is an important period of economic and service development and transformation, and education has become an indispensable part of the tertiary industry. In the past few years, the development of education industry in China has become a new hot spot in our economy, and has become the first choice of many venture investors and the sunrise industry in the new century. Good future as a relatively representative K12 education and training enterprise in the domestic education market, after years of development, although it has occupied a certain share in the market, but in the face of more and more fierce market competition, Good future group still has many development problems to be solved urgently. For example, brand marketing specialization Not enough, product differentiation is not obvious and so on, these problems have already become the unfavorable factor that restricts the future further development. This article takes the K12 education market as the main research object, takes the TAL Education Group K12 education as the typical example to carry on the analysis, focuses on the K12 education training marketing question to carry on the in-depth research. According to the characteristics of the education industry, starting with the marketing environment, management status, opportunities and threats in the market, and combining the advantages of the existing marketing resources of the future group, Find out the existing marketing problems of TAL Education Group K12 education and discuss the optimization scheme of its marketing strategy, and further improve the marketing ability of K12 education in the future group. The purpose of this paper is to provide feasible suggestions and ideas for the further development of TAL Education Group's K12 education according to the present situation of future development, combined with the current educational market environment, and from the marketing strategy. Let good future group K12 education can compete for people first, sustainable development. At the same time, the research of TAL Education Group K12 education marketing strategy optimization reflects the overall development trend of the whole K12 education industry, which can provide reference and reference for other K12 educational institutions in our country to carry out marketing. Key words: Marketing Environment, Marketing Resources, Marketing Strategy, TAL Education Group
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