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论文编号：	12275
作者编号：	2320180644
上传时间：	2021/3/3 16:05:23
中文题目：	H公司管理专硕联考培训业务服务营销策略研究
英文题目：	Research on the Marketing Strategy of Business service for The Joint Examination of Master''s degree in Management of H Company
指导老师：	薛红志
中文关键字：	管理专硕联考培训；服务营销；市场定位；营销战略；营销策略
英文关键字：	Master of Management joint examination training; Service marketing; Market positioning; Marketing strategy; The marketing strategy
中文摘要：	我国的专业学位制度是从1991年开始的，自此，我国的专业学位教育发展迅速,至今我国设立了40多种专业学位硕士，包括公共卫生硕士、新闻硕士、工程硕士、体育硕士、公共管理硕士、工商管理硕士等。H公司管理专硕联考培训业务成立于2001年，其主要业务为管理专硕联考培训,主要服务对象为本科毕业3年,专科毕业5年,在企业中承担一定管理工作的管理者。H公司管理专硕联考培训业务在进一步的发展过程中发现,随着互联网和5G技术的高速发展,消费者年龄层次、消费者需求、竞争格局等均在逐渐发生改变,而自身面临营销策略不完善、营销工作不成体系、服务营销意识不统一等问题。 本文以管理专硕联考培训业务领域内具备一定代表性的企业—H公司为研究对象,分析在管理专硕持续扩招的大背景下,处于管理专硕联考培训市场排名前三的老牌传统培训机构的发展情况。本文在对市场营销战略、服务营销策略理论进行回顾后,对H公司的发展概况和主要业务进行了介绍。随后进一步的使用PEST分析模型以及波特五力模型对H公司的管理专硕联考培训业务的外部宏观环境和产业环境进行了分析,同时分析了企业的资源和能力优势和不足。在此基础上,本文就H公司管理专硕联考培训业务现有营销现状进行问卷调查并明确出当前营销策略的问题，随后使用STP理论分析,得出H公司管理专硕培训业务的市场定位。在明确当前营销策略问题和市场定位的基础上,分别从有形展示、人员、产品、价格、渠道、促销、服务过程等7个方面进行优化。最后,通过组织、人事、技术、财务等方面的完善来保证服务营销策略能够顺利落地实施。 由于管理专硕考前培训市场的特殊性，本文对传统老牌管理专硕考前培训企业的营销战略及服务营销策略分析，具备一定的代表性。本文通过分析H公司管理专硕考前培训业务当前的竞争环境以及学员需求，得出其市场定位应该在原有基础上更加年轻化，同时其服务营销策略应该做全方位优化以便解决H公司管理专硕联考培训业务在全国发展过程中面临的营销问题，促进其在全国的市场竞争中获得竞争优势。
英文摘要：	China's professional degree system began in 1991, and since then, China's professional degree education has developed rapidly. Up to now, China has established more than 40 kinds of professional degree masters, including master of Public Health, Master of Journalism, Master of Engineering, Master of Physical Education, Master of Public Administration, Master of Business Administration and so on. H Company's joint examination and training business for masters in Management was established in 2001. Its main business is joint examination and training for masters in management. Its main service objects are managers who have been responsible for certain management work in enterprises for 3 years after graduation from bachelor's degree and 5 years after graduation from junior college. H company management specialized master's entrance examination training business, found that in the process of further development with the rapid development of Internet and 5 g technology, such as consumer age level, consumer demand, the competitive landscape are in gradual change, and their faces incomplete marketing strategy, marketing work is not a system, no unified sense of service marketing, etc. In this paper, H Company, a representative enterprise in the business field of joint examination training for masters in management, is taken as the research object to analyze the development situation of the old traditional training institutions ranking top three in the market of joint examination training for masters in management under the background of continuous expansion of enrollment for masters in management. After reviewing the marketing strategy and service marketing strategy theory, this paper introduces the development situation and main business of H Company. Then, the PEST analysis model and Porter's Five Forces model are further used to analyze the external macro environment and industrial environment of H Company's joint master's examination and training business of management. Meanwhile, the advantages and disadvantages of the enterprise's resources and capabilities are analyzed. On this basis, this paper conducts a questionnaire survey on the current marketing status of The master's joint examination training business of Management of H Company and makes clear the problems of the current marketing strategy. Then, it USES STP theory analysis to obtain the market positioning of the master's training business of management of H Company. On the basis of clarifying the current marketing strategy problems and market positioning, it is optimized from 7 aspects, such as physical display, personnel, product, price, channel, promotion and service process. Finally, through the organization, personnel, technology, finance and other aspects of the improvement to ensure that the service marketing strategy can be implemented smoothly. Due to the particularity of the pre-exam training market for masters in management, this paper is representative to analyze the marketing strategies and service marketing strategies of traditional and old-line pre-exam training enterprises for masters in management. In this article, through analysis of H company training business management specialized master's test the current competitive environment and student demand, it is concluded that the market orientation should be based on the original more younger, at the same time, the service marketing strategy should be all-round optimization in order to solve the H company management professional master's entrance examination training business marketing problem facing in the process of national development, promote the gain competitive advantage in the national competition in the market.
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