【摘要】：隨著經(jīng)濟(jì)的快速發(fā)展,我國(guó)各年齡段的教育受到政府和社會(huì)的廣泛重視,除了學(xué)校的正規(guī)教育以外,課外輔導(dǎo)正逐漸成為越來(lái)越多學(xué)生的選擇,由此而滋生的課外培訓(xùn)機(jī)構(gòu)猶如雨后春筍一樣迅速增長(zhǎng)起來(lái),尤其是大中型城市,該行業(yè)面臨著愈加激烈的競(jìng)爭(zhēng),社會(huì)和市場(chǎng)的強(qiáng)烈需求造就了一個(gè)新興的、具有發(fā)展?jié)摿Φ氖袌?chǎng)——課外輔導(dǎo)市場(chǎng)。有的教育機(jī)構(gòu)由于科學(xué)的市場(chǎng)定位和策略變革以及創(chuàng)新的市場(chǎng)營(yíng)銷,迅速做大做強(qiáng);有的教育機(jī)構(gòu)由于管理不善和市場(chǎng)營(yíng)銷不當(dāng)?shù)葘?dǎo)致其走向衰弱。本文研究的樂(lè)恩特教育機(jī)構(gòu)創(chuàng)立于2002年,一直專注于為莘莘學(xué)子提供課外輔導(dǎo)課程服務(wù)。10多年以來(lái),課外輔導(dǎo)行業(yè)一直是機(jī)遇與挑戰(zhàn)并存,為了教育機(jī)構(gòu)的生存和發(fā)展,樂(lè)恩特教育機(jī)構(gòu)制定和完善市場(chǎng)營(yíng)銷策略,并進(jìn)行一系列的營(yíng)銷創(chuàng)新,全面提升了機(jī)構(gòu)在深圳課外輔導(dǎo)行業(yè)的自身競(jìng)爭(zhēng)力,塑造良好的教育機(jī)構(gòu)品牌,快速的在國(guó)內(nèi)市場(chǎng)占有了一席之地。本文著眼于我國(guó)中小學(xué)課外輔導(dǎo)的發(fā)展前景和競(jìng)爭(zhēng)壓力的現(xiàn)實(shí)環(huán)境,通過(guò)對(duì)所處的環(huán)境條件、競(jìng)爭(zhēng)對(duì)手進(jìn)行分析,剖析樂(lè)恩特教育機(jī)構(gòu)的市場(chǎng)營(yíng)銷主要特點(diǎn),指出該教育機(jī)構(gòu)在推進(jìn)教育服務(wù)時(shí)采用的營(yíng)銷策略,提出其采用市場(chǎng)營(yíng)銷優(yōu)化組合策略,即在市場(chǎng)定位、市場(chǎng)細(xì)分、產(chǎn)品和市場(chǎng)組合、品牌策略等方面進(jìn)行市場(chǎng)營(yíng)銷創(chuàng)新,同時(shí)輔以營(yíng)銷信息化平臺(tái)以及營(yíng)銷增值服務(wù)等措施建設(shè),為教育機(jī)構(gòu)獲得市場(chǎng)營(yíng)銷效果的持續(xù)改善和企業(yè)的長(zhǎng)期可持續(xù)發(fā)展提供根本性的保障。本文對(duì)樂(lè)恩特教育機(jī)構(gòu)市場(chǎng)營(yíng)銷的研究,通過(guò)對(duì)它自身營(yíng)銷環(huán)境分析,運(yùn)用7Ps等理論,因地制宜,選擇準(zhǔn)確的定位,制定有效的營(yíng)銷策略,有利于樂(lè)恩特教育機(jī)構(gòu)市場(chǎng)營(yíng)銷模式的探索和改進(jìn),有利于教育機(jī)構(gòu)市場(chǎng)營(yíng)銷隊(duì)伍的建設(shè),有利于我國(guó)的課外輔導(dǎo)教育機(jī)構(gòu)提升整體的營(yíng)銷水平。同時(shí),本研究對(duì)我國(guó)信息技術(shù)時(shí)代的課外教學(xué)如何贏得更多市場(chǎng)份額、獲得健康發(fā)展具有一些借鑒意義,對(duì)于適應(yīng)我國(guó)中小學(xué)生課外輔導(dǎo)市場(chǎng)環(huán)境有一定的參考價(jià)值。
[Abstract]:With the rapid development of economy, the education of all ages in our country has received extensive attention from the government and society. In addition to the formal education in schools, extracurricular tutoring is gradually becoming the choice of more and more students. As a result, extracurricular training institutions are springing up like bamboo shoots, especially in large and medium-sized cities. The industry is facing increasingly fierce competition, and strong social and market demands have created a new one. Development potential of the market-extracurricular counseling market. Some educational institutions become bigger and stronger because of scientific market orientation, strategic change and innovative marketing, while some educational institutions become weak because of poor management and improper marketing. The Lornte educational institution studied in this paper was founded in 2002 and has been dedicated to providing extracurricular tutoring courses for students for more than 10 years. The extracurricular counseling industry has been facing both opportunities and challenges for the survival and development of educational institutions. Lornte educational institutions formulate and perfect marketing strategies, and carry out a series of marketing innovations, which comprehensively enhance the competitiveness of the institutions in the after-school counseling industry in Shenzhen, and shape a good brand of educational institutions. Quickly took a place in the domestic market. This paper focuses on the development prospects of extracurricular tutoring in primary and secondary schools and the realistic environment of competitive pressure. By analyzing the environmental conditions and competitors, this paper analyzes the main characteristics of the marketing of Leunte educational institutions. This paper points out the marketing strategy adopted by the educational institution in promoting educational service, and puts forward its marketing optimization strategy, that is, the marketing innovation in the aspects of market positioning, market segmentation, product and market combination, brand strategy, etc. At the same time, with the construction of marketing information platform and marketing value-added service, it provides the fundamental guarantee for educational institutions to obtain the continuous improvement of marketing effect and the long-term sustainable development of enterprises. Based on the analysis of its marketing environment and the application of 7Ps theory, this paper studies the marketing of educational institutions in Leunte, and makes effective marketing strategies according to local conditions, choosing accurate positioning, and making effective marketing strategies. It is beneficial to the exploration and improvement of marketing mode of educational institutions, the construction of marketing team of educational institutions, and the promotion of the overall marketing level of our country's extracurricular tutoring institutions. At the same time, this research has some reference significance for the extracurricular teaching in the information technology era how to win more market share and obtain the healthy development, and it has certain reference value for adapting to the market environment of extracurricular tutoring for primary and middle school students in our country.
【學(xué)位授予單位】：湘潭大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G522.72

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