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论文编号：	7896
作者编号：	2120132689
上传时间：	2015/12/8 14:18:02
中文题目：	维特教育的公益营销战略研究
英文题目：	The research on the cause related marketing strategy of the Witt Education
指导老师：	任兵
中文关键字：	公益营销；营销战略；维特教育；智慧家长
英文关键字：	cause related marketing; Marketing strategy; Wit education; wise parents
中文摘要：	公益营销作为一种非常有效的营销工具，为企业在市场划分和更大的营销挑战中提供了差异化竞争的机会，在赢得广大消费者的信任和青睐的同时，在帮助解决社会问题、提高慈善团体和公益组织的事业成长方面，它的作用也日显突出。公益营销是企业将其核心业务或是相关的生产销售活动与一家特定的慈善机构或是公益组织密切联系在一起，通过宣传、赞助等活动推动公益事业的发展，同时推广企业形象及其产品和服务的行为。 维特教育作为以“三元教育”理念为基础，以全素质教育为核心，从青少年智能、情商和方法三个维度，构建老师、家长和学生的三元教育理论体系，专注青少年学习和成长解决方案的一家教育咨询公司，通过对公益营销外部环境的分析，找到了家长的渴望和真实需求。那就是如何营造良好的家庭教育氛围来带给孩子素质提升的土壤，符合时代要求的家庭教育是家长的根本需求点。市场中同时存在各式各样的家庭教育机构，通过把维特教育和它们进行对比发现，维特教育的核心竞争优势是能够从根本上满足客户需求，解决客户面临的困惑和问题，但为了更好的吸引客户，结合维特教育自身的特点和优势，把公益营销作为公司营销战略制定的核心。在通过智慧家长公益系统课程（家庭教育系统普及）的长期持续推广中，让家长在家庭教育中不再迷茫，找到引领孩子成长的方向，让孩子健康快乐的成长。在受益家庭数量不断增加的同时，逐步提高公司自身的影响力，为公司的整体营销奠定坚实的客户基础。 本研究从实际出发，结合理论指导实践和借鉴成功经验，以维特教育营销战略研究为目标，通过智慧家长公益项目为公益营销的出发点，按照公益营销战略制定，公益营销组合，公益营销管控的逻辑顺序进行分析，进而得出未来维特教育营销战略如何布局和实施，为公司的营销指明方向。
英文摘要：	As a very effective marketing tool, cause related marketing provides the opportunity to compete for differentiation for the enterprise in the market’s segments and greater marketing challenges. While having won the trust and the favor of the vast number of consumers, the role of cause related marketing is more and more prominent in some aspects of helping solve social problems and improve the charity and the growth of public welfare organizations. Cause related marketing is that enterprise makes its core business or related production and marketing activities linked closely with a specific charity or public welfare organizations to promote the development of public welfare through some activities such as publicity, sponsorship and others, and is a kind of action to promote the enterprise image and its products and services. Wit education is based on the idea of " three–aspect -education", and takes the whole quality education as the core, from the three dimensions of the young people ‘s intelligence, EQ and method, and constructs the three-aspect-education theory system of teachers, parents and students ,is a educational consulting company focusing on learning and development of young people. Through the analysis of the external environment of cause related marketing, the parents' desire and real needs have been found, that is show to create a good family education atmosphere to bring children the soil of quality improvement. Family education in accordance with the requirements of the times is the fundamental need of parents. There are a variety of family education institutions in the market at the same time. Through the Wit education and their comparison, the its core competitive advantage has been found, that is, it is able to meet customer’s needs and solve the problems which customers are confronted with. In order to attract customers, combining the characteristics with advantages of Wit education, it takes cause related marketing as the core of the company's marketing strategy. Through long-term continuous promotion of the public welfare system of wise parents (family education system), parents will not be confused in family education, and find the direction to lead the children growth. Let children grow up healthily and happily. With the number of beneficial family increasing, Wit education gradually increases the company's own influence, and lays a solid customer base for the company's overall marketing. This study, from the reality, combined with theoretical guidance and successful experience, as the goal of the Wit education marketing strategy research, through the starting point of wise parents for cause related marketing and the logical order of cause related marketing mix, according to the cause related marketing strategy, draws the layout and implementation of Wit education marketing strategy in the future for the company's marketing direction.
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