本文關(guān)鍵詞：AA培訓(xùn)中心防爆電氣作業(yè)人員上崗培訓(xùn)項(xiàng)目2015年市場(chǎng)營(yíng)銷計(jì)劃書(shū)　出處：《華南理工大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 防爆電氣 特種作業(yè) 營(yíng)銷計(jì)劃

【摘要】：AA培訓(xùn)中心是一家提供多種特種作業(yè)培訓(xùn)考核項(xiàng)目的盈利性培訓(xùn)中心,2014年廣州市安全生產(chǎn)監(jiān)督管理局,出臺(tái)了《市安全監(jiān)督局關(guān)于開(kāi)展防爆電氣作業(yè)人員安全技術(shù)培訓(xùn)考核發(fā)證工作的通知》(穗安監(jiān)〔2014〕102號(hào)),根據(jù)文件精神,AA培訓(xùn)中心成為了全廣州市唯一一家試點(diǎn)培訓(xùn)單位,如何推廣好該培訓(xùn)項(xiàng)目是中心工作的重中之重。本計(jì)劃書(shū)通過(guò)借鑒職業(yè)教育、安全生產(chǎn)專業(yè)知識(shí)及市場(chǎng)營(yíng)銷理論,運(yùn)用文獻(xiàn)資料研究法、訪談法及比較研究法多種研究方法,根據(jù)AA培訓(xùn)中心的概況、行業(yè)營(yíng)銷環(huán)境分析和培訓(xùn)市場(chǎng)細(xì)分,制定2015年防爆電氣作業(yè)人員上崗培訓(xùn)項(xiàng)目營(yíng)銷計(jì)劃書(shū),為項(xiàng)目營(yíng)銷推廣工作提出切實(shí)可行的參考意見(jiàn)。本計(jì)劃書(shū)結(jié)合國(guó)內(nèi)外職業(yè)培訓(xùn)發(fā)展的現(xiàn)狀,利用波特五力模型詳細(xì)分析項(xiàng)目的競(jìng)爭(zhēng)態(tài)勢(shì),得出潛在進(jìn)入該培訓(xùn)項(xiàng)目的競(jìng)爭(zhēng)者、替代項(xiàng)目的威脅、參與培訓(xùn)學(xué)員及培訓(xùn)師資的議價(jià)能力都比較低,但同行業(yè)其他培訓(xùn)機(jī)構(gòu)的競(jìng)爭(zhēng)激烈。其次,運(yùn)用SWOT模型分析,項(xiàng)目?jī)?nèi)部?jī)?yōu)勢(shì)為歷史悠久、合作廣泛、強(qiáng)大辦學(xué)實(shí)力、地理交通優(yōu)勢(shì)及良好合作關(guān)系基礎(chǔ),劣勢(shì)為市場(chǎng)對(duì)項(xiàng)目接受度不高及宣傳不足;外部機(jī)遇為國(guó)家政策支持及執(zhí)法力度不斷加強(qiáng);挑戰(zhàn)為企業(yè)和從業(yè)人員重視度不高及競(jìng)爭(zhēng)者增多。再次,運(yùn)用STP理論明確項(xiàng)目定位于廣州市的化工行業(yè),2015年培訓(xùn)人數(shù)1200人,營(yíng)銷策略實(shí)行4P組合營(yíng)銷策略(產(chǎn)品、渠道、促銷、價(jià)格)及關(guān)系營(yíng)銷策略相結(jié)合。最后,本計(jì)劃書(shū)預(yù)算了AA培訓(xùn)中心2015年防爆電氣作業(yè)人員上崗培訓(xùn)項(xiàng)目的收入及成本,其中收入為1,140,000元,成本支出為1,099,559.5元,預(yù)計(jì)利潤(rùn)為40,440.5元,得出項(xiàng)目可盈利的良好結(jié)論。通過(guò)此次的營(yíng)銷策劃,不僅建立項(xiàng)目核心競(jìng)爭(zhēng)力,提升服務(wù)及教學(xué)質(zhì)量,提高競(jìng)爭(zhēng)者進(jìn)入壁壘,更為中心樹(shù)立自身獨(dú)特品牌,奠定行業(yè)領(lǐng)導(dǎo)者地位。
[Abstract]:AA training Center is a profit-making training center which provides a variety of training and assessment projects for special operations. In 2014, Guangzhou Municipal Bureau of production Safety Supervision and Administration. Issued the "Municipal Safety Supervision Bureau on the development of explosion protection electrical operators safety training assessment certification" (Guangzhou safety supervision of 2014) 102, according to the spirit of the document. AA training center has become the only pilot training unit in Guangzhou, how to promote the training project is the most important work of the center. Safety production professional knowledge and marketing theory, using literature research method, interview method and comparative research method, according to the general situation of AA training center, industry marketing environment analysis and training market segmentation. To formulate the 2015 explosion-proof electrical personnel induction training project marketing plan, for the project marketing and promotion work put forward practical reference. This plan combined with the status quo of vocational training development at home and abroad. Using Porter's five-force model to analyze the competitive situation of the project in detail, we can draw the conclusion that the potential competitors to enter the training project, the threat of alternative projects, the bargaining ability to participate in the training of trainees and the training of teachers are relatively low. But the competition of other training institutions in the same industry is fierce. Secondly, using SWOT model analysis, the internal advantages of the project for a long history, extensive cooperation, strong school strength, geographical transport advantages and good cooperative relationship. The disadvantage is that the acceptance of the project is not high and the propaganda is insufficient; External opportunities for national policy support and law enforcement efforts to strengthen; The challenge for enterprises and practitioners to pay less attention to and increase competitors. Thirdly, the use of STP theory to define the project in Guangzhou's chemical industry, in 2015, the number of people trained 1, 200. Marketing strategy implementation 4p combination marketing strategy (product, channel, promotion, price) and relationship marketing strategy combined. Finally. This plan estimates the income and cost of 2015 explosion proof electrical personnel induction training project in AA training center, of which the income is 1,140,000 yuan and the cost expenditure is 1,099. 559.5 yuan, estimated profit is 40,440.5 yuan, draw a good conclusion that the project can be profitable. Through the marketing planning, not only establish the core competitiveness of the project, improve service and teaching quality. Improve the entry barriers of competitors, set up their own unique brand, and establish a leading position in the industry.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F272.92;F274

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