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论文编号：	11994
作者编号：	2220160680
上传时间：	2020/12/9 10:31:01
中文题目：	秦皇岛YS英语培训学校 市场营销策略优化研究
英文题目：	A study on the Optimization of Marketing Strategy of Qinhuangdao YS English training School
指导老师：	田莉
中文关键字：	7P营销组合策略；教育培训；波特五力模型；STP理论
英文关键字：	7P marketing mix strategy；Education and training；Porter''''s five forces model；The STP theory
中文摘要：	近些年，随着改革开放的成果不断显现，中国的国际地位不断的攀升，外国人不断涌入中国投资办厂，中国人也越来越多的走出国门参与到国际事务中去。英语作为世界上使用最为广泛的语言正越来越多的得到国人的重视。恰逢中国经济在国家一系列改革利好政策下高速发展，人们的可支配收入和人们的生活水平也在不断提高。我国大部分家庭在物质生活条件基本得到满足的情况下，开始把目光更多的投向子女的教育上来。英语在孩子未来无论是升学，还是出国留学，乃至毕业后的工作中都会起到相当重要的作用。因此，家长为子女报名课外英语培训学校的热情越发高涨。加上国家出台了一系列利好政策支持和鼓励民办教育培训学校的发展，使得民间大量资本涌入教育培训行业。如今，教育培训学校同行之间竞争颇为激烈，作为刚需的英语培训市场更是成为了各大培训学校的主战场。目前，行业内许多培训学校还存在课程产品单一、价格制定不合理、渠道建设薄弱、促销缺乏吸引力、人员缺乏培训、有形展示不到位、服务过程有待完善等营销策略优化问题，这些问题使得各培训学校的盈利能力和长远健康发展受到不同程度的制约。那么，如何提高行业内各培训学校的营销策略优化能力和科学管理水平便成为行业内普遍需要面对的问题。 本文就秦皇岛YS英语培训学校为研究对象，对其市场营销策略进行总结分析，借助STP理论对其目标市场进行细分、选择和定位。然后，通过7P营销组合理论逐一对理论中七个元素涉及的营销策略加以优化并制定相应的保障措施保障其优化后的营销策略得以顺利实施。最终，提高秦皇岛YS英语培训学校的市场营销水平，提升其在业内的竞争实力，达到提升营业收入的最终目的。
英文摘要：	In recent years, with the continuous achievements of the reform and opening up policy, China's international status continues to rise, foreigners continue to pour into China to invest in factories, more and more Chinese people go abroad to participate in international affairs. English, as the most widely used language in the world, is getting more and more attention from Chinese people. It coincides with the rapid development of China's economy under a series of favorable national reform policies, and people's disposable income and people's living standards are also constantly improving. Under the condition that the material living conditions are basically satisfied, most families in our country begin to pay more attention to the education of their children. English will play an important role in children's future studies, studying abroad, and even their work after graduation. As a result, parents are more and more enthusiastic about enrolling their children in extracurricular English training institutions. Coupled with the fact that the state has issued a series of favorable policies to support and encourage the development of private education and training institutions, a large amount of private capital has poured into the education and training industry. Nowadays, the competition among the counterparts of education and training institutions is quite fierce, and the English training market, as a rigid demand, has become the main battlefield of the major training institutions. At present, many training institutions in the industry still have some problems, such as inaccurate market positioning, non-characteristic curriculum system, single price setting, imperfect management system and so on. these problems restrict the profitability and long-term healthy development of each training institutions to varying degrees. Then, how to improve the marketing strategy optimization ability and scientific management level of the training institutions in the industry has become a common problem in the industry. This thesis takes YS English training institutions in Qinhuangdao as the research object, summarizes and analyzes their marketing strategies, and subdivides, selects and locates their target markets with the help of STP theory. Then, through the 7p marketing combination theory, the marketing strategies involved in the seven elements of the theory are optimized one by one and the corresponding safeguard measures are formulated to ensure the smooth implementation of the optimized marketing strategies. Finally, improve the marketing level of YS English training institutions in Qinhuangdao, enhance their competitiveness in the industry, and achieve the ultimate goal of increasing income.
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