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论文编号：	12617
作者编号：	2320180347
上传时间：	2021/6/17 9:17:48
中文题目：	ZH职卓教育机构营销策略
英文题目：	Research on Marketing Strategy of ZH Edu Firm
指导老师：	刘建华
中文关键字：	教育培训机构；竞争环境；市场定位；营销策略
英文关键字：	：Education and training institutions; The competitive environment; Market positioning; Marketing strategy
中文摘要：	近年来，在我国传统高考模式实行的几十年的历史背景下，新高考改革持 续进行。新高考制造了新的需求，新的需求创造了新的培训模式和新的机会。 天津作为第二批试点，2020 年 6 月高考开始施行，由原来的文理分科改为“3+3” 的考试学习方式，由卷面分改为赋分制的评分体系，无论是学业规划还是试卷 命题都发生了很大的改变。同时，我国经济持续向好发展，随着人民生活水平 和收入的不断提高，人民大众对于孩子在教育上的投入也相应增长。与此同时， 学生和家长对优质教育资源的标准也在提高，于是为了满足市场需求，出现了 大大小小各种形式的民办教育企业。有机遇就有挑战，面对着巨大的刚需市场， 民办教育培训机构数量也飞速上涨，行业竞争也呈现日趋激烈之势。与此同时， 学生和家长对于“成绩的快速提高”和“名师大咖担纲教学”等宣传策略却极 度敏感。所以，导致多数同质化的教培机构都把大量的精力放在了单纯的品牌 和市场宣传上，而严重低估了营销策略在日常经营中的重要作用。 天津 ZH 教育培训机构创立于 2004 年初，是天津市一所规模中型的本土民 办教育培训机构。到现在为止，已由最初的单一品牌、一个校区，发展成为拥 有多个品牌、十余个校区的天津本土知名的中型教育培训机构，累计培训学生 超 10 万人。每年都有数名考生考入清华、北大、C9 联盟等全国重点学府，帮 助众多学生考入自己心仪的学校，为无数家庭的学业梦想保驾护航。面对天津 市教育培训市场上同类型教育培训机构的大量涌现，ZH 教育培训机构虽然仍在 天津当地保有一定的优势地位，但目前的营销策略已经难以满足学员和家长日 益增长的需要，如果不及时对服务营销中遇到的问题做出分析并找到解决方法， 必然会对公司的业务发展造成不利影响。 本文以教培行业发展进程与社会发展水平对教培行业影响为研究背景，针 对 ZH 目前市场营销现状提出问题、分析成因，旨在探索完善出一条适合 ZH 教 育发展的营销策略。例如 ZH 教育机构目前在营销现状上的问题有产品同质化严 重，定价策略区分梯度不够；营销渠道单一；促销策略没有竞争力；员工服务 意识不高；有形展示需要更新重塑；服务过程亟待完善。ZH 教育培训机构的营 销问题既源于传统培训的一些经营特性及教书育人、精益求精的教育理念，也 在一定程度上受到创始人自身的管理思路问题。因此，作为 ZH 教育培训的创始 人，笔者深入公司一线各个岗位研究探访，通过对 ZH 教育培训机构的分校区校 长、课程顾问、教师以及部分学员家长进行深入的访谈沟通，了解公司目前的 实际经营情况与营销方案，为提出具体的营销策略优化建议提供了事实依据。继而本文通过对ZH教育培训机构的市场环境分析、服务营销现状调查与分 析、营销各环节出现的问题的分析及解决，利用服务营销的相关理论进行研究， 分析ZH教育培训机构所处的宏观环境及行业竞争环境。通过对高考培训的市场 细分，天津教育市场可以细分为三个方面，分别是天津市区高端客群市场、外 埠回津客群市场、郊县本土客群市场；目标市场可以选择对课程质量要求较高 的市区高端客群市场和外埠考生数量较多的客群市场；目标市场定位是成为一 家服务中高端客群，并为其提供高质量服务和打造好成绩的教育培训机构。同 时结合ZH教育培训机构的自身特点，根据客户类型，在分析客户需求的基础上， 从产品、价格、渠道、促销、过程、人员、有形展示等方面提出ZH教育培训机 构的营销策略，例如产品方面，要全面提升产品品质，拒绝千篇一律的同质化 产品课程，从客户真实需求的多方面角度考虑，并且结合先进的互联网和新媒 体技术，摆脱同质化，形成自身产品和机构品牌的特点；价格方面，拒绝价廉 质低的低价课程，寻取差异化定价策略，进行产品组合搭配的方式，利用低边 际成本的产品来提升产品体验，增加性价比等。 针对所提出的服务营销改进建议，从资金保障措施、专业营销团队的建立、 新技术的应用三方面提出建议。在资金方面要扩大资金的来源渠道，并且学会 借助技术进步的东风，打破传统方式，勇于尝试学习先进技术方法，改善现有 阶段中暴露出来的各项问题，在帮助更多学生和家长实现“求学梦想”的同时， 能够搭建出属于ZH教育机构自己的服务营销体系，建立起以“高水平服务”为 基础的竞争壁垒，使ZH教育机构能长期健康的发展下去，在激烈的市场竞争中 占据优势地位，具有实践价值。 因此，如何能够让培训机构建立一套适合自己长期发展的营销模式，是机 构管理者应该深入研究和思考的问题。本文的研究对象 ZH 教育培训机构同样面 临着这样的营销困境，本文希望通过对现实问题的分析和研究，能够帮助 ZH 教 育培训机构找到一条适合其快速发展的发展之路。本文通过对 ZH 教育培训机构 营销策略的研究分析，除对 ZH 教育培训机构的发展具有现实意义外，也希望能 够对教培行业的发展和教培机构的管理建设有借鉴意义。
英文摘要：	In recent years, under the historical background of decades of the implementa- tion of the traditional college entrance examination model in our country, the reform of the new college entrance examination has continued. The new college entrance examination has created new demands, and new demands have created new training models and new opportunities. Tianjin is the second batch of pilot projects. The college entrance examination will be implemented in June 2020. The original liberal arts sub-subjects will be changed to the “3+3” test learning method, and the paper-based scoring system will be changed to a scoring system, whether it is academic planning or Great changes have taken place in the propositions of the test papers. At the same time, my country’s economy continues to develop for the better. With the continuous improvement of people’s living standards and income, the public’s investment in children’s education has also increased correspondingly. At the same time, the standards of students and parents for high-quality educational resources are also increasing, so in order to meet market demand, various forms of private education enterprises have emerged. Opportunities come with challenges. In the face of a huge rigid demand market, the number of private education and training institutions is also rising rapidly, and industry competition is becoming increasingly fierce. At the same time, students and parents are extremely sensitive to publicity strategies such as “rapid improvement of grades” and “teaching by famous teachers and masters”. Therefore, most of the homogenized education and training institutions have put a lot of energy on pure branding and marketing, and seriously underesti- mated the important role of marketing strategies in daily operations. Established in early 2004, Tianjin ZH Education and Training Institution is a medium-sized local private education and training institution in Tianjin. Up to now, it has grown from a single brand and one campus to a well-known local middle-sized education and training institution in Tianjin with multiple brands and more than ten campuses, and has trained more than 100,000 students. Every year, several candidates are admitted to national key universities such as Tsinghua University, Peking University, C9 Alliance, etc., helping many students enter their favorite schools and escorting the academic dreams of countless families. Facing the emergence of a large number of similar education and training institutions in the education and training market in Tianjin, although ZH education and training institutions still have certain advantages in Tianjin, their current marketing strategies have been unable to meet the growing needs of students and parents. Analyzing the problems encountered in service marketing in time and finding solutions will inevitably have an adverse impact on the company's business development. Based on the research background of the development process of the education and training industry and the level of social development on the education and training industry, this thesis puts forward questions and analyzes the causes of the current marketing situation of ZH, and aims to explore and improve a marketing strategy suitable for the development of ZH education. For example, the current marketing problems of ZH educational institutions include serious product homogeneity and insufficient pricing strategy differentiation; single marketing channels; promotion strategies are not competitive; employees are not highly aware of service; tangible displays need to be updated and reshaped; service processes are in urgent need perfect. The marketing problems of ZH education and training institutions not only stem from some of the business characteristics of traditional training and the educational philosophy of teaching and educating people, and striving for excellence, but also to a certain extent by the founder's own management ideas. Therefore, as the founder of ZH Education and Training, the author conducts in-depth research and visits to various positions at the front line of the company. Through in-depth interviews and communication with the school principals, course consultants, teachers and parents of some students of ZH Education and training institutions, the author understands the current actual operation of the company. The situation and marketing plan provide a factual basis for proposing specific marketing strategy optimization suggestions. Then this thesis analyzes the macro-environment of ZH education and training institutions through the analysis of the market environment of ZH education and training institutions, the investigation and analysis of the status quo of service marketing, and the analysis and resolution of problems in various aspects of marketing, using the relevant theories of service marketing to conduct research. And the competitive environment of the industry. Through the market segmentation of college entrance examination training, the Tianjin education market can be subdivided into three areas, namely, the high-end customer market in the urban area of Tianjin, the overseas Huijin customer market, and the local customer market in suburban counties; the target market can choose the right course The urban high-end customer market with higher quality requirements and the customer market with a large number of candidates from other cities; the target market positioning is to become an education and training institution that serves mid-to-high-end customer groups and provides high-quality services and good results. At the same time, combined with the characteristics of ZH education and training institutions, according to customer types, based on the analysis of customer needs, the marketing strategies of ZH education and training institutions, such as products, are proposed in terms of products, prices, channels, promotions, processes, personnel, and tangible displays. On the one hand, it is necessary to comprehensively improve product quality, reject the same homogeneous product courses, consider from multiple perspectives of the real needs of customers, and combine advanced Internet and new media technologies to get rid of homogenization and form the characteristics of its own products and institutional brands; In terms of price, reject low-cost and low-quality low-cost courses, seek differentiated pricing strategies, carry out product mix and match methods, and use low-marginal cost products to enhance product experience and increase cost-effectiveness. In response to the proposed service marketing improvement suggestions, suggestions are made from three aspects: capital guarantee measures, the establishment of a professional marketing team, and the application of new technologies. In terms of funds, it is necessary to expand the source of funds, and learn to use the east wind of technological progress, break the traditional methods, dare to try to learn advanced technology methods, improve various problems exposed in the current stage, and help more students and parents realize. At the same time as the “dream of studying”, it can build its own service marketing system belonging to ZH educational institutions, and establish barriers to competition based on “high-level services”, so that ZH educational institutions can develop in a long-term and healthy manner in the fierce market competition. Occupy a dominant position and have practical value. Therefore, how to enable training institutions to establish a set of marketing models suitable for their long-term development is a question that institutional managers should study and think deeply. The research object of this thesis, ZH education and training institutions are also facing such a marketing dilemma. This thesis hopes that through the analysis and research of practical problems, it can help ZH education and training institutions to find a development path suitable for their rapid development. Through the research and analysis of the marketing strategy of ZH education and training institutions, this thesis not only has practical significance for the development of ZH education and training institutions, but also hopes to be of reference significance for the development of education and training industry and the management and construction of education and training institutions
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