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论文编号：	13551
作者编号：	2320200573
上传时间：	2022/12/4 14:56:32
中文题目：	XHD公司教育培训产品营销策略研究
英文题目：	Marketing Strategy Research of XHD Company’s Training Products
指导老师：	杜建刚
中文关键字：	出国考试；教育培训；营销策略
英文关键字：	Tests for Studying Abroad；Education Training；Marketing Strategy
中文摘要：	摘要 近几年，受到“双减”和疫情的双重影响，出国考试培训行业受到了前所未有的冲击。从2022年QS发布的《新冠疫情如何影响全球留学生》报告中数据来看，疫情给我国学生选择出国留学带来了一定影响，但出国学习和生活仍具有竞争力和吸引力，仅有3%的受访者明确表明会放弃留学计划。96%的中国受访者表示，疫情不会中断其留学计划。根据Frost Sullivan报告，预计2022年我国出国留学生将达到83.05万。另一方面，从增长率来看，2019年较上一年度增加4.14万人，增长6.25%；2018年度与2017年度的统计数据相比较，出国留学人数增加5.37万人，增长8.83%。相比2017年11.74%的增长率，出国留学总体发展趋势增长速度有所放缓。 出国考试教育培训行业经过三十余年的发展，已经形成了比较成熟的市场营销模式，随着移动互联网的发展，市场营销方式发生着翻天覆地的变化，加上近两年疫情和“双减”政策的影响，传统的市场营销推广方式更是受到极大的挑战。作为服务行业，服务品质的优劣成为众多家长选择教育培训机构的重要参考标准，如何基于服务行业本身的本质属性，创新市场营销方式，对传统教育培训机构而言既是挑战也是机遇。 在本论文的研究及撰写过程中，系统回顾了PEST分析、SWOT分析、STP营销战略、7Ps服务营销等相关理论和知识，结合市场营销、品牌营销、人力资源、网络营销、企业文化等相关理论知识和实践运用，充分分析当前市场环境下出国考试培训行业发展现状，以XHD公司全国市场营销现状为依据，多视角调研并搜集来自XHD公司近些年在市场营销和服务营销等方面的数据情况，针对目前出国考试培训行业普遍存在的市场营销成本过高、效果越来越不理想等问题，提出营销策略，探索适合XHD公司未来发展的营销模式，从而实现在移动互联网背景下，出国考试语言培训机构如何在市场营销上“降本增效”，在激烈的竞争市场中实现可持续增长。 关键词：出国考试；教育培训；营销策略
英文摘要：	Abstract In recent years, due to the dual influence of the "double reduction" and the epidemic, the overseas exam training industry has been hit unprecedentedly. According to the data in the report "How the GOVID-19 Epidemic Affects Global Students" released by QS in 2022, the epidemic has brought a certain impact on the choice of Chinese students to study abroad, but studying and living abroad is still competitive and attractive, with only 3% of respondents clearly indicated that they would abandon their study abroad plans. 96% of Chinese respondents said the outbreak would not disrupt their study abroad plans. According to Frost Sullivan, the number of Chinese students studying abroad is expected to reach 830,500 in 2022. At the same time, in terms of growth rate, it increased by 41,400 or 6.25% in 2019 compared with the previous year; Compared with the statistics of 2017, the number of people studying abroad increased by 53,700, or 8.83%. Compared with the growth rate of 11.74% in 2017, the overall development trend of studying abroad has slowed down. After more than 30 years’ development, the overseas education and training industry has formed a relatively mature marketing model. Meanwhile, with the development of the Internet and mobile Internet, many changes have taken place in marketing methods. Adding the influence of the " Double Reduction Policy", the traditional marketing and promotion methods are even more challenged. As a service industry, the quality of service has become an important reference standard for many parents to choose training institutions. How to grasp the essence of the service industry based on its nature and develop innovative marketing methods are both a challenge and an opportunity for traditional education and training institutions. In the research and writing process of this paper, the PEST analysis, SWOT analysis, STP marketing strategy, 7Ps service marketing and other relevant theories and knowledge are systematically reviewed. Combined with relevant theoretical knowledge and practical application of marketing, brand marketing, human resources, network marketing, corporate culture, etc., the paper fully analyzes the development status of the overseas examination training industry under the current market environment. Meanwhile, taking XHD company as the research target, the paper conducts multi-perspective research after collecting the data of its marketing and service marketing in recent years. Aiming at solving the problems of high cost and unsatisfactory effect of marketing in the current overseas examination and training industry, this paper puts forward a series of marketing strategies and explores a marketing model suitable for the future development of XHD. Thus, a series of implementable marketing strategies and action plans are formed in order to "reduce costs and increase efficiency" in marketing for language training institutions for overseas exams and achieve sustainable growth in the fiercely competitive market under the background of the mobile Internet. Keywords: Tests for Studying Abroad；Education Training；Marketing Strategy
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