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论文编号：	9172
作者编号：	2120152780
上传时间：	2017/6/8 11:35:23
中文题目：	S学院EXED项目营销策略研究
英文题目：	Study of EXED Marketing Strategy of S School
指导老师：	吕峰
中文关键字：	高层管理教育;EXED;服务营销;7Ps
英文关键字：	Executive Education ;EXED; Service Marketing; 7Ps
中文摘要：	随着我国市场经济的迅速发展，特别是“大众创业、万众创新”的号召以及写入制造强国计划的“中国制造2025”的提出，越来越多的企业领导者意识到只有不断地学习，全面地提升自身素质和能力，才有可能领导企业面对变化莫测的市场竞争环境。作为一名卓越的企业领导者，不仅要精通企业管理之道，面对企业内外部不确定风险，更要具备出色的创新力、独具的领导艺术、非凡的沟通能力和迅捷的应变能力等等，同时还要及时掌握最新的政策动态，收集前沿信息，这就要求企业的领导者拥有比竞争者更快的学习能力。同时，企业的迅猛发展离不开优秀的管理团队，他们在企业建立强大核心竞争力的过程中扮演着非常重要的角色。因此，如何打造具有战斗力的职业化团队，如何帮助企业在激烈的市场竞争中脱颖而出，成为各企业领导者急需要解决的问题。 在这种背景下，高层管理教育行业发展迅速，政府相关机构、各大中小型企业、事业机关等组织纷纷将管理教育作为人才培养、组织建设最直接有效的手段加以实施。而对于各企业主，终身学习已成为一种习惯。高层管理教育已经成为企业高效团队建设、商业模式转型、组织变革、创新发展以及实现可持续发展的重要途径和战略方向。 本文以S学院的EXED（Executive Education，高层管理教育）市场运营及组织发展为研究对象，根据该项目的运营现状以及管理教育大环境而进行分析。首先，进行深入的理论分析，从服务营销、品牌营销、精准营销、口碑营销及客户关系管理理论等维度进行了综述。其次，结合S学院EXED现状，应用PEST分析法和五力模型分析法分析该项目市场营销内外部环境，并结合营销决策分析，从而得出适合S学院的7Ps策略方案，即产品、价格、促销、渠道、人员、有形展示和服务过程。 通过对S学院EXED现状以及营销策略的分析，希望对该项目发展提供素材，同时也可为高层管理教育稳定、快速发展提供借鉴意义。
英文摘要：	With the rapid development of the market economy, especially the "mass innovation of entrepreneurship, the much anticipated" call and write manufactured powerhouse program "made in China" 2025 "suggested that more and more business leaders are aware that only by constantly learning, comprehensively enhance the quality and capacity, may lead enterprises to face the vagaries of the market competition environment. As a distinguished business leader to master not only enterprise way, in the face of internal and external uncertainty, innovation must have an excellent and unique leadership, exceptional communication skills and rapid response capabilities, and so on, but also to grasp the latest policy trends, collect cutting-edge information, which requires businesses with ability to learn faster than the competitors. Meanwhile, the rapid development of enterprises without excellent management team, they are in the process of building a strong core competitiveness of enterprises play a very important role. Therefore, how to build a professional team with the fighting, how to help enterprises in the fierce market competition in becoming business leaders needed to solve the problem. In this context, the management education industry is growing rapidly, related government agencies, the small and medium enterprises, agencies and other organizations have as talent management education training, organizations build the most direct and effective means to implement it. For the business owner, lifelong learning has become a habit. Senior management education have become effective team building, business model transformation, organizational change, innovation and development, as well as an important way to achieve sustainable development and strategic direction. Based on s College EXED (Executive Education, top management education), marketing and organizational development as the research object, depending on the operating status of the project and management education environment analysis. First, in-depth analysis, precision marketing, services marketing, brand marketing, Word of Abstract III mouth marketing and customer relationship management theories such as dimensions are reviewed. Secondly, EXED s College status, using PEST analysis method and the five force model analysis of the external environment of project marketing. Again, based on the above analysis, obtained for 7Ps s College strategy, product, price, promotion, place, personnel, physical evidence, and service processes. Through an analysis of EXED s College status as well as marketing strategies, we hope to provide material for the development of the project and can provide stable and rapid development of senior management education with reference to.
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