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论文编号：	11758
作者编号：	2120183050
上传时间：	2020/6/20 15:54:04
中文题目：	一通教育职业猫项目服务营销策略研究
英文题目：	Research on Service Marketing Strategy of YiTongJiaoYu''s CareerCat Project
指导老师：	杜建刚
中文关键字：	服务营销；营销策略；职前教育；一通教育；职业猫
英文关键字：	Service Marketing; Marketing Strategy; Pre-employment Education; YiTongJiaoYu; CareerCat
中文摘要：	随着我国市场经济的发展，各高校招生规模不断扩大，近些年来高校毕业生的就业形势愈发严峻。为帮助就业竞争压力巨大的毕业生群体，职前教育产业应运而生，众多投资机构看好这个市场，在资本推动下众多机构扬帆起航。目前职前教育在国内尚属新兴产业，一通教育瞅准细分市场，把握机遇进入职前教育领域，开创了“职业猫”教育品牌。但一通教育职业猫项目目前的服务营销策略存在着各种问题，需要科学规划，重新作出调整。 一通教育根据自身资源，选择了天津高校市场作为初始的创业根据地，意图依托自身的优势，在天津职前教育这片蓝海中脱颖而出。企业要成功定位目标市场，在营销活动中获得全面优势，必须科学合理地制定营销策略。本文以营销环境分析理论、市场细分定位理论、营销策略组合4Ps和服务营销策略组合7Ps，以及服务质量评价与消费者满意等相关理论为基础。以一通教育职业猫项目服务营销策略的制定和执行为研究对象，运用了文献归纳法、问卷调查法和案例分析法等分析方法，对一通教育职业猫的营销现状和问题进行了全面地分析。 论文首先介绍了本次研究的背景、意义、内容和方法。其次对营销环境分析理论、市场细分定位理论、营销策略组合理论、服务营销理论、服务质量管理等相关理论进行了回顾。再次利用PEST工具、SWOT工具，对一通教育的营销环境进行了全面地分析。然后分析了职前教育领域的主要竞争对手和行业现状，以及一通教育职业猫所面对的市场特征、发展现状和营销问题。在此基础上分析了一通教育职业猫项目的营销策略，对产品和价格策略、渠道和促销策略、人员管理策略、服务过程策略、有形展示策略的应用提出了相应的改进方案。最后提出结论认为，职业猫项目要锁定自己目标市场，结合目标市场的真实需求，重新进行科学定位；要结合“互联网+教育”的理念，充分利用技术平台实现网络多媒体化教育和营销传播；充分利用好营销人员这个资源，优化营销工作。
英文摘要：	With the development of China's economy, the enrollment scale of colleges and universities continues to expand. In recent years, the employment situation of college graduates has become increasingly severe. In order to help graduates who are under great pressure of employment competition, the pre-employment education industry emerges at the right moment. Many investment institutions are optimistic about this field, and many institutions are sailing under the impetus of capital. At present, pre-employment education is still an emerging industry in China. YiTongJiaoYu aims at market segmentation, grasps the opportunity to enter the field of pre-employment education, and created the brand of "CareerCat" education. However, there are various problems in the current service marketing strategy of YiTongJiaoYu's CareerCat project, which needs scientific planning and readjustment. Based on its own resources, YitongJiaoYu selected the colleges and universities market in Tianjin as the initial entrepreneurial base, and intends to stand out in the blue ocean of Tianjin pre-employment education based on its own advantages. In order to successfully position the target market and gain comprehensive advantages in marketing activities, companies must formulate marketing strategies scientifically and reasonably. This paper is based on the theories of marketing environment analysis, market segmentation and positioning, 4Ps of marketing strategy and 7Ps of service marketing strategy, as well as the theories of service quality evaluation and consumer satisfaction. Taking the formulation and implementation of the service marketing strategy of YiTongJiaoYu's CareerCat project as the research object, this paper makes a comprehensive analysis of the marketing status and problems of YiTongJiaoYu's CareerCat project by using the methods of literature induction method, questionnaire survey method and case analysis method. The paper firstly introduces the background, significance, content and method of this research. Secondly, it reviews the theories of marketing environment analysis, market segmentation and positioning, marketing strategy combination, service marketing and service quality management. Then, using the PEST and SWOT tools, it analyzes the marketing environment of YiTongJiaoYu comprehensively. Then it analyzes the main competitors and the current situation of the industry in the field of pre-employment education, as well as the market characteristics, development status and marketing problems faced by a series of YiTongJiaoYu's CareerCat project. On the basis of this, this paper analyzes the marketing strategies of a series of YiTongJiaoYu's CareerCat projects, and puts forward corresponding improvement plans for the application of product and price strategies, channel and promotion strategies, personnel management strategies, service process strategies and tangible display strategies. Finally, the conclusion is put forward that the CareerCat project should lock its target market, combine with the real demand of the target market, and make scientific positioning again. YiTongJiaoYu should combine the concept of "Internet + Education" and make full use of technology platform to realize network multimedia education and marketing communication. Make full use of the marketing human resource to optimize the marketing work.
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