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论文编号：	11772
作者编号：	2320170300
上传时间：	2020/6/20 22:56:14
中文题目：	YJY礼仪培训公司市场营销策略研究
英文题目：	Research on YJY Etiquette Training Company’s marketing strategy
指导老师：	白长虹
中文关键字：	营销策略;礼仪培训;五力模型
英文关键字：	Marketing Strategy; Etiquette Training; Five forces model
中文摘要：	礼仪培训行业作为我国近年来的新兴行业，拥有巨大的潜在市场和发展空间，因此有越来越多的企业加入到市场中来，市场竞争日益激烈，出现了市场同质化程度高、品牌化程度低的现象。 YJY礼仪培训公司是礼仪培训行业中的领先企业。本文以YJY礼仪培训公司为研究对象，运用内部环境分析、竞争环境分析以及行业现状分析，总结归纳出YJY礼仪培训公司所处营销环境的特点以及明确的发展方向；并通过问卷调查深入探究公司的营销现状，分析公司存在的问题；随后运用STP、4Ps理论，对YJY所处市场进行细分定位，提出YJY礼仪培训公司的市场营销对策。最后，文章围绕以上对策提出品牌营销、人力资源等保障策略。 根据本文研究的问题和内容，分为五个章节： 第一章“绪论”。从研究背景出发，通过理论意义和现实意义两方面总结了本文研究的重要价值；随后，对本文的研究方法和内容结构进行阐述；最后，对本文运用到的市场营销理论进行综述，为本文提供理论支撑。 第二章“YJY礼仪培训公司营销战略环境分析”。首先对公司自身情况进行阐述，通过组织架构、主营业务和成本收益分析对公司的内部环境进行总结归纳；随后，通过五力模型对公司的外部环境进行微观分析；最后，结合YJY公司内部和外部环境分析，对公司营销环境进行归纳总结，并为YJY公司的发展提出明确方向。 第三章“YJY礼仪培训公司营销现状及问题分析”。通过问卷调查对公司营销现状进行研究，找到YJY公司在服务过程和营销过程中存在的问题。 第四章“YJY礼仪培训公司营销策略研究”。通过前文的分析与总结，结合礼仪培训的行业背景，对YJY公司的细分市场和定位重新进行了梳理，随后对公司的营销策略从产品、价格、渠道、促销四个方面进行研究，并有针对性的提出服务营销策略。 第五章“研究结论和展望”。通过上述研究分析，找到YJY公司发展的基本路径，同时，在研究的过程中，也发现了许多尚未解决的问题，有待进一步研究探索。 希望通过该研究，能够切实的帮助YJY礼仪培训公司获得更好的发展，并为礼仪培训行业的其他企业提供借鉴与参考。
英文摘要：	As a new industry in recent years, etiquette training industry has a huge potential market and development space. Therefore, more and more enterprises join in the market, the market competition is increasingly fierce, and the phenomenon of high degree of market homogeneity and low degree of brand appears. YJY etiquette training company is a leading enterprise in etiquette training industry. This paper takes YJY etiquette training company as the research object, uses the internal environment analysis, five force model and competitor analysis to deeply explore the characteristics of the marketing environment of YJY etiquette training company and the problems existing in its own development; through questionnaire survey to deeply explore the current situation of the company's marketing, and uses STP, 4Ps theory to subdivide the market of YJY, and puts forward YJY etiquette Training strategy. The measures of human resources and brand marketing. According to the problems and contents of this paper, it is divided into five chapters: The first chapter is "Introduction". Starting from the research background, this paper summarizes the important value of this study through the theoretical and practical significance; then, it expounds the research methods and content structure of this paper; finally, it summarizes the marketing theory applied in this paper, providing theoretical support for this paper. The second chapter "marketing strategic environment analysis of YJY etiquette training company". First of all, the company's own situation is described, and the internal environment of the company is summarized through the analysis of organizational structure, main business and cost-benefit; then, the external environment of the company is analyzed through the five force model; finally, the marketing environment of the company is summarized based on the internal and external environment analysis of YJY company, and a clear way for the development of YJY company. The third chapter "marketing status and problem analysis of YJY etiquette training company". Through the questionnaire survey to study the current marketing situation of the company, find the problems existing in the service process and marketing process of YJY company. The fourth chapter "marketing strategy research of YJY etiquette training company". Through the above analysis and summary, combined with the industry background of etiquette training, this paper re combs the market segmentation and positioning of YJY company, and then studies the marketing strategy of YJY company from four aspects: product, price, channel and promotion, and further proposes the guarantee measures for the implementation of marketing strategy. Chapter five "research conclusion and prospect". Through the above research and analysis, find the basic path of YJY company's development, at the same time, in the process of research, also found many unsolved problems, which need further research and exploration. I hope this research can help YJY etiquette training company get better development, and provide reference for other enterprises in etiquette training industry.
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