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论文编号：	6424
作者编号：	2120122740
上传时间：	2014/6/10 10:22:15
中文题目：	E教育集团的营销战略研究
英文题目：	research on the marketing strategy of E education group
指导老师：	韩德昌
中文关键字：	E教育集团，营销战略，民营培训机构
英文关键字：	E education group,Marketing strategy,Private training institutions
中文摘要：	随着中国经济平稳快速的发展，全球一体化趋势的增强，以服务业为核心的第三产业得到了国家政策的大力扶持，作为第三产业重要组成部分的校外培训业也迎得了广阔的发展空间；同时，经过近10年的市场发展，校外培训业尤其是校外英语培训业也暴露出一些现实问题急待解决。总体来说机遇与挑战并存。　　　作为天津最早成立的本土民营教育机构，E教育集团经过15年的发展已成为独具特色的校外培训品牌连锁机构。随着资本化的国外和国内连锁机构的进入，带来了激烈的市场竞争，作为本土的民营校外培训机构该如何调整市场战略来应对激烈竞争带来的挑战，完成企业的产业化蜕变，是以E教育集团为代表的本土民营教育机构迫切需要思考的问题。　　　本文首先利用PEST模型分析了E教育集团面临的宏观环境，然后引入五力模型对E教育集团所处的产业环境进行分析，在此基础上以顾客视角和竞争的视角为出发点，结合具体实际对企业的内部环境对进行了梳理，并利用SWOT模型对企业的内外部的竞争优劣势进行了组合分析，最后利用STP理论进行目标市场定位，制定了企业的营销战略，结合7PS营销组合理论给出了企业市场战略实施的具体营销组合方案。　　　本文通过对E教育集团营销战略的制定，为本土化的民营教育机构提供具有实操性、可参考性的建议。本文图14幅，表8个，参考文献25篇。
英文摘要：	With?China’s continuous and rapid economic development as well as the strengthening trend of globalization, the tertiary industry which centered on the service sector has gained strong support by national policies. As a result, the off-campus training industry, a vital part of the tertiary industry, is gaining tremendous development with numerous opportunities. 　　　E Education Group, the first local private education institution in?Tianjin, has become a unique chain brand off-campus training institution during the development over the past 15 years. Increasing foreign investment and the popularity of domestic chain brand institution have triggered in a more severe competition in its market. As a local private institution, how to adjust its marketing strategies to face the challenges so as to conduct the industry’s transformation is the foremost task for E Education Group to consider. 　　　In this thesis, the?PEST?model is used to analyze the macroeconomic environment faced by E Education Group at the beginning and then Five-Force model is introduced for the industrial environment analysis. Based on those analyses, we start to focus on the customers and competitors. We have a clear analyze of the institution’s inner environment based on reality, use the SWOT model on the analysis of pros and cons of E Education Group in its internal and external corporate competition. Finally, STP theory is used to find out the target market and make marketing strategy. The detailed marketing plan is made by utilizing 7PS marketing theory. This article contains 8 tables, 14 figures, and 25 references. 　　　This thesis aims to provide a practical and reasonable model for localizing private training institution based on the implementation of the marketing strategy in E Education Group.
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