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论文编号：	2823
作者编号：	2120082493
上传时间：	2010/12/6 22:13:01
中文题目：	乐新教育中小学课外辅导机构营销策略研究
英文题目：	The Research for Marketing Strategy of Lexin Education Institute
指导老师：	刘建华
中文关键字：	乐新教育 中小学课外辅导 一对一辅导 营销策略
英文关键字：	Le Xin Education Institute Tutoring Industry “one-on-one” Tutoring Industry Service Marketing
中文摘要：	随着社会经济的发展，人们收入水平的提高,人们对教育的重视程度越来越高，特别是在2008年金融危机的影响下，我国的就业形势不容乐观，这对学生无论是学业上还是素质上都提出了更高的要求，而学生也面临着更大的考验。学生和家长都清楚地认识到只有全面提升学生自身素质，并在学业上成为佼佼者，才有机会获得成功。也正是这个原因，人们越发地对课外辅导感兴趣，也因此造就了一个新兴的市场,即课外辅导市场。该市场自行其至今，始终处于飞速发展阶段，未来预期还会有更大发展，可以说市场潜力是巨大的。尤其是由于人们的需求是存在差异性的,也正是因此,此行业中的个性化“一对一”课外辅导行业发展迅速,适时地满足了消费者的不同需求, 从而使“一对一”课外辅导市场出现了勃勃生机，众多机构纷纷进入这一行业。 但当前面对课外辅导这类全新的产品和市场，很多的从业机构并不清楚应该如何更好地进行市场,其行业规范也不完善，行业发展面临着严峻的考验。但机遇与风险同在，因此，如何运用市场营销知识来促进个性化“一对一”课外辅导行业的发展,同时提高培训机构的市场竞争力，是本文研究的主要内容和意义。加之，很多规模较小的培训辅导机构无力在市场方面投入过多资金进行品牌宣传，很难找出适合自身的市场拓展方案，因此在生源方面就难以与大机构相抗衡。在没有足够资金拓展市场的情况下，中小规模的教育辅导机构如何生存并不断发展壮大，本文也就此提出了有针对性的解决方案。希望此论文能对整个行业的发展有所借鉴和启发。 本文以天津乐新教育为研究对象，从市场营销的角度对个性化辅导市场进行了专门研究，并运用市场营销、服务营销等相关理论与方法，从目前天津中小学课外辅导市场的整体环境以及天津乐新教育的市场现状出发，分析其行业特征、市场需求,并应用PEST、SWOT、五力模型等分析工具，分析了乐新教育所处的宏观环境、微观环境客和行业环境,从而制定出适合乐新教育发展的市场营销战略,并根据其市场营销战略,提出各种市场营销实施策略，为乐新教育的更好发展提供理论支持和实践指导。
英文摘要：	With the development of our economic，such as private tutoring becomes more and more people’s choice， which created a new market，private tutoring market．In particular, personalized "one-on-one" tutoring industry has quickly developed with high speed. And it has become the fastest growing industries in the growth of one of the best industry in education field． But because this is a new product and market，many business men do not know how to market this product，which makes it very difficult to widespread this market．Therefore，how to use the knowledge of marketing management services to promote the development of individualized counseling and training institutions to improve market competitiveness is the main researching content of this paper． In this paper, Le Xin education institute study for personalized "one-on-one" counseling the interests of the characteristics of products, in the introduction of personalized "one-on-one" counseling educational products are introduced, ask questions, and objectives of the research. In Chapter II and Chapter III of the use of services related to marketing theory and methods, an objective analysis of the current status of the company and the existence of marketing education marketing and to meet consumer demand as the starting point, analysis of the Le Xin education institute of the macroeconomic environment in which and micro-environment, The fourth chapter in the use of SWOT analysis matrix to arrive company development opportunities, threats, strengths and weaknesses. In the fifth chapter is the analysis of the Le Xin education institute of the "one-on-one" counseling in the price of marketing planning, channel, promotion, personnel, process and display the visible aspects to explore and put forward their views and recommendations ．On the one hand, to expect to meet Le Xin education institute for the development of Tianjin to provide better services to practical marketing strategy, on the other hand, for "one-on-one" system of individualized counseling to promote the work of science, the basis for the purpose of effective．
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