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论文编号：	1955
作者编号：	2120082474
上传时间：	2010/5/18 16:16:07
中文题目：	我国成人英语培训机构的差异化与定制化的营销策略研究
英文题目：	Study on Differentiation and Customization of Marketing Strategy for Chinese Adult English Training Organization
指导老师：	许晖
中文关键字：	英语培训 营销策略 差异化营销 定制营销
英文关键字：	English language training； Marketing strategy； Differential marketing；Customized marketing
中文摘要：	我国成人英语教育市场本身发展时间比较短，而且随着经济发展和对外交流活动的增加，未来中国的教育业必定是朝阳性的产业。一方面英语已经成为人们生活，升学和工作不可缺少的一部分，另一方面社会的发展对人们的外语水平又提出了更高的要求，而很多人的英语水平只限于考试，真正的沟通能力和语言运用能力较差，由此催生了英语培训市场的迅速发展。同时整个市场竞争的格局也正处于动荡的整合阶段，大量的中小规模的培训机构被兼并或淘汰，形成了数家具有竞争力的全国性的连锁培训机构，但从我国成人英语培训市场的现状看，在较长的一段时期内还会是几家大型品牌培训机构和众多中小培训机构并存竞争的状态。而外资企业的进入又加大了竞争强度。在这样的产业环境和市场状况下，中国英语培训企业如何面对未来的竞争呢？本文主要从营销策略的视角，研究我国成人英语培训差异化和定制化策略的实施问题。在文章的论述中，分析了我国成人英语培训市场的分类、特点、现状、竞争格局以及存在的问题，重点分析了当今的培训市场的细分以及营销策略的运用。 消费需求差异越来越明显，消费个性化越来越强，这就决定了培训机构需要考虑到不同培训者的需求，以提供具有自己企业特色的产品和服务，而差异化营销和定制营销理论比较适合于英语培训行业的营销活动。差异化和定制化的基础是市场有效的细分和目标市场的正确选择，本文把营销的前沿理论运用到成人英语培训领域，从一个新的视角对成人英语培训机构的发展提出了新的认识，通过对消费者的需求差异分析，可以将成人英语培训市场按照不同的标准进行细分，并针对不同的细分市场的需求制定相关营销策略。本文通过对英孚教育、环球雅思集团两个案例分析了现在英语培训市场的定制化营销和差异化营销理论的运用，从而总结出英语培训机构成功的重要原因是差异化营销和无可模仿的核心竞争力。
英文摘要：	Adult English education market itself develops relatively in a short development time, and along with economic development and the increase of foreign exchange activities, the future of China's education industry will be the sunrise of the industry will. While English has become an integral part of the people's lives, studies and work, on the other hand the development of society on people of foreign languages has also put forward higher requirements for English and many people only test, the real communication and poor language ability, this gave birth to the rapid development of English language training market. While the pattern of market competition are also integrated in the turbulent phase, a large number of small and medium-scale training institutions merged or eliminated, the formation of a number of competitive national furniture chain training institutions, but our adult English training market status see, in a longer period of time will be several major brand small number of training institutions and training institutions in the state of the coexistence of competition. The entry of foreign-funded enterprises has increased the intensity of competition. In this industry environment and market conditions, business English training in China to face future competition? This thesis from the perspective of marketing strategy, research differentiation of adult English language training and implementation of customized strategies. In the thesis, discourse, analysis of adult English language training market classification, characteristics, status, competition pattern and problems of today's training focused on analysis of market segmentation and marketing tactics. More and more obvious differences in consumer demand, personal consumption is growing, which determines the training institutions who need to take into account the different training needs, to provide enterprises with their own unique products and services, differentiated marketing and customized marketing theory more suitable for English language training industry marketing activities. Differentiation and customization based on effective market segmentation and target market the right choice, this thesis, the cutting edge of marketing theory to the field of English language training for adults, from a new perspective on the development of adult English language training institutions raised new awareness Through analysis of the differences in consumer demand can be adult English training market segment according to different criteria, and for different market segments of the development of relevant marketing strategies. In this thesis, EF Education, Global IELTS Group, analyzed the two cases are customized English language training market differentiated marketing and use of marketing theory, which summed up the importance of English language training institutions due to differences in the success of the product and no imitation core.
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