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论文编号：	11755
作者编号：	2120183040
上传时间：	2020/6/20 14:29:10
中文题目：	R英语培训机构营销策略研究
英文题目：	Research on Marketing Strategies of R English Training Institution
指导老师：	张永强
中文关键字：	R英语培训机构；英语培训市场；营销策略
英文关键字：	R English training institution; English training market; The marketing strategy
中文摘要：	近年来，随着我国对外开放程度不断提高，学生出国留学的意向增强，同时社会职场竞争压力也越来越激烈，有学历、有技能者在社会竞争中通常处于优势地位，而英语作为世界性的通用语言，已经成为不少社会工作的必备技能。因此，家长对于子女英语科目的培训热情越发高涨，很多家长们也越来越关注和重视培养孩子的英语能力学习，国人对英语教学的重视程度日益提升，英语的普及率越来越高。为适应英语培训需求而成立的各种商业性英语教育培训机构也日趋增加，竞争也日趋激烈，如何在激烈的竞争中生存与发展，这已成为英语教育培训机构发展的头等大事，因此，对英语培训机构及其营销策略进行研究，显得尤为重要。 本文主要采用理论研究与案例研究相结合的方法，探究在英语培训市场中，英语教育机构应该进行何种营销策略才能有效提高营销绩效。首先，本文对国内外市场营销理论研究进程进行归纳，并对营销组合理论、服务营销理论、环境分析工具进行回顾，为后续研究打下坚实可靠的理论基础。其次，选取R英语培训机构作为案例进行分析，研究该机构目前所面临的宏观环境、营销现状以及营销方面存在的问题及其原因。在此基础上，根据所分析机构的市场细分变量，进行目标市场选择和市场定位，并阐述了R英语培训机构的营销组合策略。最后，从组织保障、资源整合以及企业文化建设等方面论述了R英语培训机构营销策略的实施保障措施。希望本文的研究对英语培训机构的经营管理有所裨益。
英文摘要：	In recent years, with the continuous improvement of China's opening up to the outside world, students' intention to study abroad has increased. At the same time, the pressure of competition in the social work field has become more and more intense. People with academic qualifications and skills are usually in an advantageous position in the social competition. As a universal language, English has become a necessary skill in many social work. Therefore, parents' enthusiasm for training their children's English subjects is increasingly high. Many parents are also paying more and more attention to the training of their children's English ability. Chinese people are paying more and more attention to English teaching and English popularization is getting higher and higher. Various commercial English education and training institutions set up to meet the needs of English training are also increasing and the competition is becoming increasingly fierce. How to survive and develop in the fierce competition has become the top priority for the development of English education and training institutions. Therefore, it is particularly important to study English training institutions and their marketing strategies. This paper mainly adopts the method of combining theoretical research and case study to explore what kind of marketing strategies English education institutions should adopt to effectively improve marketing performance in the English training market. First of all, this paper summarizes the research process of domestic and foreign marketing theories, and reviews the marketing mix theory, service marketing theory, and environmental analysis tools, laying a solid and reliable theoretical foundation for subsequent research. Secondly, the R English training institution is selected as a case study to study the macro environment, the current marketing situation, the existing problems in marketing and their causes. On this basis, according to the market segmentation variables of the institutions analyzed, the target market selection and market positioning are carried out, and the marketing combination strategy of R English training institutions is elaborated. Finally, from the aspects of organization guarantee, resource integration and corporate culture construction, the paper discusses the implementation guarantee measures of R English training institutions' marketing strategy. I hope this study will be helpful to the management of English training institutions.
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