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论文编号：	12465
作者编号：	2320180323
上传时间：	2021/6/11 21:05:53
中文题目：	天津M教育培训机构营销策略改进研究
英文题目：	Research on marketing strategy improvement of Tianjin M education and training institutions
指导老师：	李亚 副教授
中文关键字：	教育培训机构；市场定位；营销策略
英文关键字：	Education and training institution; market positioning; market strategy
中文摘要：	上世纪90年代初，我国民办教育开始发展。经过近30年的发展，尤其是2018年末放宽了培训机构的准入条件，使教育培训行业达到了高峰。教育培训行业的健康发展，壮大了我国教育事业的阵营，对我国整体教育事业的发展有重要意义。 虽然我国培训行业的发展速度比较快，但是客观来说，我国培训行业的集中度较低。众多的教育培训机构，尤其是成立时间短、学员数量少的教育培训机构，在发展中存在着如同质竞争、缺少市场定位、营销方式少等诸多很多问题。所以对教育培训机构来说，根据自身优势，找到合适的市场定位，并制定相适宜的营销策略及措施，对单一教育培训机构的生存来说十分重要，对于我国教育培训领域的健康发展也有一定的帮助。 天津M教育培训机构是一家成立仅3年的培训机构，经营时间短、市场定位不清晰、抗风险能力弱，代表了一大批新成立培训机构的特点。本文以天津M教育培训机构作为具体案例，结合相关学术理论，通过“PEST”分析法 、“波特五力模型”，对其天津市的教育培训行业的一般环境和行业情况进行分析。结合天津M教育培训机构的基本情况、管理结构以及业务现状，使用“SWOT”分析法，对天津M教育培训机构的机会、威胁、优势、劣势进行分析，在此基础上对天津M教育培训机构确定目标市场、进行市场定位。基于上述分析，对天津M教育培训机构的产品策略、价格策略、渠道策略、促销策略提出了建议。结合营销成本，在营销策略的基础上，分析了天津M教育培训机构的策略执行时的关键环节。希望本文的研究成果可以为其他教育培训机构的发展提供借鉴。
英文摘要：	China's training industry began in the early 1990s. After nearly 30 years of development, especially at the end of 2018, the access conditions for training institutions were relaxed, making the training industry reach its peak. The healthy development of the training industry has expanded the camp of China's education, which is of great significance to the development of China's overall education. Although the development speed of training industry in China is relatively fast, objectively speaking, the concentration of training industry in China is low. Many education and training institutions, especially the smaller ones, have many problems in the development, such as homogeneous competition, lack of market positioning, less marketing methods and so on. Therefore, for education and training institutions, it is very important to find the appropriate market positioning and formulate appropriate marketing strategies and measures according to their own advantages for the survival of a single education and training institution. Tianjin M education and training institution is a training institution that has been established for only three years. It has short operation time, unclear market positioning and weak anti risk ability, which represents the characteristics of a large number of newly established training institutions. This thesis takes Tianjin M education and training institution as a specific case, combined with the relevant academic theory, through the "pest" analysis method, "Porter Five Forces Model", analyzes the general environment and industry situation of its education and training industry in Tianjin. Combined with the basic situation, management structure and business status of Tianjin M education and training institution, this thesis uses SWOT analysis method to analyze the opportunities, threats, advantages and disadvantages of Tianjin M education and training institution. On this basis, it makes market positioning and determines the target market of Tianjin M education and training institution. Based on the above analysis, this thesis puts forward a personal view on the product strategy, channel strategy and promotion strategy of Tianjin M education and training institution. Combined with the marketing cost, based on the marketing strategy, this thesis analyzes the key links in the implementation of the strategy of Tianjin m education and training institution. I hope the research results of this thesis can provide reference for the development of other education and training institutions. I hope the research results of this thesis can help other education and training institutions have a reference.
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