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论文编号：	12937
作者编号：	2320180532
上传时间：	2021/12/14 15:14:01
中文题目：	天津A教育培训机构市场分析及营销策略研究
英文题目：	Research on the Marketing Strategy of Tianjin A Education and Training Institution
指导老师：	崔连广副教授
中文关键字：	教育培训；营销环境；营销策略
英文关键字：	Education and training；Marketing environment；Marketing strategy
中文摘要：	随着我国社会发展速度越来越快，人民生活水平日益提高，对于孩子教育问题的关注程度也日益增加，对于孩子的发展而言，基础阶段的教育是非常重要的，在这一时期打好基础，对于孩子未来的人生发展无疑是非常有利的。父母为了让孩子能够接受到更好的教育的渴望与我国教育资源分布不均匀现实出现冲突，公办教育资源的匮乏，难以满足家长对于优质教育资源的渴望。父母为了更好的对孩子，实现精英化的教育，借助课外辅导机构来帮助这一目的的实现，这也给课外辅导机构的发展提供了非常广大的发展空间。 天津A教育培训机构发展时间较短，在天津市内有着非常多的教育机构，有许多机构发展到现在，有着非常悠久的历史，自身所拥有的资源也相较天津A教育培训机构更为丰富，同时该教育机构也无法为学生提供个性化的辅导。在整个市场竞争当中优势不明显，通过对该机构所处的环境进行分析，确定该机构所处的营销环境以及营销策略，通过对这些进行分析，为天津市的其他教育机构营销策略的开展提供借鉴。 本文以天津A教育培训机构为例，主要研究该机构的市场营销现状、营销策略。结合外部环境分析以及竞争对手分析本文认为该培训机构现行的营销渠道和促销手段较为单一，现行的定价体系有失科学性，尚未能基于全局的角度制定营销计划。在此基础上，综合现有市场营销理论，运用案例分析法，全面分析该机构的消费者群体，确定目标市场定位，并针对性的从产品，服务，价格，渠道，促销，人员管理，有型展示，过程管理八个方面给出营销策略以及配套的营销策略实施保障。 本文的研究成果可为天津A教育培训机构及类似的教育培训机构开展市场营销活动提供参考，目的在于让该机构能够通过营销活动增强在市场当中的竞争优势，帮助该教育机构能够获得更大的利益。
英文摘要：	With the faster and faster development of our society and the ever-increasing living standards of the people, the degree of concern for children’s education is also increasing. For the development of children, the basic stage of education is very important. The foundation is undoubtedly very beneficial to the child's future life development. Parents’ desire for better education for their children conflicts with the uneven distribution of education resources in my country. The lack of public education resources makes it difficult to satisfy parents’ desire for quality education resources. In order to better achieve elitist education for their children, parents use extracurricular tutoring agencies to help achieve this goal, which also provides a very broad development space for the development of extracurricular tutoring agencies. The development time of Tianjin A education and training institutions is relatively short. There are many educational institutions in Tianjin, and many of them have developed to the present. They have a very long history and have more resources than Tianjin A education and training institutions. At the same time, the educational institution cannot provide students with the qualifications for private tutoring. In the overall market competition, the advantage is not obvious. By analyzing the environment in which the institution is located, the marketing environment and marketing strategies of the institution are determined, and through the analysis of these, it is provided for the development of marketing strategies of other educational institutions in Tianjin. Draw on. Taking Tianjin An education and training institution as an example, this paper mainly studies the current marketing situation and marketing strategy of Tianjin An education and training institution.Combined with the analysis of the external environment and competitors, this paper thinks that the current marketing channel and promotion means of the training institution are relatively single, the current pricing system is unscientific, and it has not been able to make a marketing plan based on the overall point of view.On this basis, synthesize the existing marketing theory, use the case analysis method, comprehensively analyze the consumer group of the organization, determine the target market positioning, and pertinently from the product, service, price, channel, promotion, personnel management, type display, process management eight aspects of marketing strategy and supporting marketing strategy implementation guarantee. The research results of this article can provide references for Tianjin A education and training institutions and similar education and training institutions to carry out marketing activities. The purpose is to enable the institution to enhance its competitive advantage in the market through marketing activities and help the educational institution to gain greater Benefit.
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