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论文编号：	6625
作者编号：	2220101069
上传时间：	2014/12/1 16:40:16
中文题目：	长征教育公司公益营销模式研究
英文题目：	The Essence and Model of Public welfare Marketing by Studying the Marketing Practice of Shandong Changzheng Education Company
指导老师：	王迎军
中文关键字：	公益营销;营销模式;服务;幼儿教育
英文关键字：	Welfare Marketing;Marketing Mode;Service;Preschool Education
中文摘要：	一般认为，公益营销是一种营销手段，这种手段为通过与公益组织或非营利性组织相结合，来促进企业销售业绩的行为。但现有的研究缺乏对公益营销本质和机理的深入研究和探讨，更缺少对企业实际经营和营销促进的指导价值。因此，本文结合长征教育的实际市场操作案例，进行切实可行的理论分析，通过系统的分析，阐释公益营销的真谛，探索公益营销的核心与本质。本文的研究思路是：首先对公益营销的概念进行诠释；然后，针对现有公益营销实践中的局限性进行分析；接下来，对长征教育的公益营销实践进行详细介绍和分析。从长征教育遇到营销发展瓶颈，到对行业大势进行分析，从而发现用户需求提出公益营销模式，以及公益营销具体操作和对公司业绩的直接影响。并进一步介绍了长征教育公益营销的升级版本，即面对新的市场竞争，提出新的战略方向，但出发点还是基于公益营销的思路，并在近期的实践中，获得初步成功。最后，将长征教育的公益营销实践与模式进行总结与分析，并对长征公益营销模式的研究进行了结论性总结。本文最终得出的长征教育公司公益营销成功的三个核心要素：借力资本快速发展。借助充足的资本，可以实现“以资金换取市场”的目的。促使企业获得快速成长。反过来企业的快速市场扩张又获得了资本市场的青睐，从而形成良性循环。从用户角度出发。营销的根本在于满足用户的需求，发现用户需求，找到用户痛处，并给出解决方案，必然会得到用户的认可。基于此设计出来的营销模式，必然会得到市场的认可和商业上的成功。将公益战略化。公益营销不是单纯的借助公益组织，沽名钓誉、哗众取宠。而是将公益营销提升到公司战略高度，实实在在的将公益营销作为实现企业发展的必然之路。并调动公司全部部门和资源，为这一模式服务。
英文摘要：	Generally spoken，Public Welfare Marketing is a kind of marketing method which aims at promoting sales by collaborating with Community organizations or non-profit organizations. But the study about Public Welfare Marketing is not essentially study and can’t guide marketing practice. This study hopes to find the essence and model of Public welfare marketing by studying the marketing practice of Shandong Changzheng Education Company. In this study, we first make got the definition of “Public welfare marketing”, then, study both steps of Changzheng Education for Public welfare marketing. The first step was based on traditional service, and the second step on new service which making the future strategy of Changzheng Education. At last of this study, we get three central elements. Public welfare marketing must depend on Capital to make rapid expansion. An enterprise can get more market shares via abundant capital; meanwhile, the enterprise can be favored by the Capital Market because its good market performance. From the perspective of the user to deliver service and goods. The basic function of marketing is to meet customer demand. To find customer demand and Pain Point, then to provide Solutions must make the enterprise being approved. The Marketing model based on the above view must be successful. As enterprise strategy to implement. Public Welfare Marketing does not to gain reputation, but to be a way of the enterprise development. An enterprise must take Public Welfare Marketing as the enterprise strategy, and organize all of the business.
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