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| 论文编号： | 3876 | |
| 作者编号： | 2120092564 | |
| 上传时间： | 2011/11/30 16:25:48 | |
| 中文题目： | 营利性教育机构市场营销策略研究 | |
| 英文题目： | Research on the Marketing Strategies of For-profit | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 营利性教育机构 营销策略 实施方式 | |
| 英文关键字： | Fro-profit educational institute Marketing strategy | |
| 中文摘要： | 教育是人类社会进步的原动力。提高全民素质，建设和谐社会，是新时期对全民提出的新要求。随着市场经济的发展与市场观念不断的普及，以及消费者对教育不断更新的需求，教育多元化等诸多因素都促使了营利性质的教育机构的产生。营利性教育机构如何能更好的解决一些普遍存在的教育及教育市场化的问题，如：教育产品与教育服务不能很好的满足教育消费者的需求；教育产品更新滞后，未能与时俱进等。在不断变化的教育环境下，及时采取措施，应对内、外部变化。将市场营销的理念、思路结合教育的特殊性应用于研究教育机构的可持续发展是非常有必要的。本文以市场营销学、服务营销学和市场学等知识作为基础理论，以慧学教育为例，采用实例分析、对比分析等方法进行慧学教育的营销研究。以慧学教育的具体实践作为研究对象及研究出发点，以市场营销理论为参考，以服务营销理论和市场学等知识为辅助，将理论应用于慧学教育实践的过程中，结合慧学教育目前的经营现状、存在的现实问题，进行分析。重点分析影响慧学教育市场营销组合策略的实施的各项因素，其中包括对消费者行为特点及消费决策的分析，对目前教育市场中竞争者的竞争状态分析，慧学自身教育优势分析，市场细分及目标市场选择，针对目前的环境状况及慧学教育自身状况采取适当的营销组合，并对慧学教育营销组合支持体系进行分析，从而构建起支持慧学教育不断发展壮大的体系、结构和运行模式。 | |
| 英文摘要： | Abstract Education is the original driving force to make the progress of human society. Improving the quality of the people, and building up a harmonious society are the new requirements for all the people in the new era. With the development of market economy , the market concepts are more concerned by people. More and more people are in the need of a wide range of education to constantly update their knowledge. All these factors contribute to the existence of for-profit educational institutions. For-profit education institutions focus on educational issues and how to better solve some of the common problems in market-oriented education, such as educational products and education services can not be well positioned to meet the needs of consumers; education products can not be updated as the changes of the needs from consumers. In a changing education environment, for-profit education services should take timely measures to deal with changes. It is necessary to apply the marketing concept, ideas combined with the special education to the management of the institutes for sustainable development. In this paper, it is based on marketing, services marketing and marketing theory. Take Huixue Educational Institute as an example, I make a research on it by using case studies, case analysis and other methods of marketing. Huixue Educational Institute and managing practice are taken as the specific object of the study. The marketing theory as a reference is used in this paper. The theory of science education are applied in the practice of building up and supporting the process of Huixue Educational Institute’s development and growth of the system, structure and operating mode. Keywords: Fro-profit educational institute Marketing strategy Implementation means | |
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