【摘要】：隨著經濟的快速發(fā)展,我國各年齡段的教育受到政府和社會的廣泛重視,除了學校的正規(guī)教育以外,課外輔導正逐漸成為越來越多學生的選擇,由此而滋生的課外培訓機構猶如雨后春筍一樣迅速增長起來,尤其是大中型城市,該行業(yè)面臨著愈加激烈的競爭,社會和市場的強烈需求造就了一個新興的、具有發(fā)展?jié)摿Φ氖袌觥n外輔導市場。有的教育機構由于科學的市場定位和策略變革以及創(chuàng)新的市場營銷,迅速做大做強;有的教育機構由于管理不善和市場營銷不當?shù)葘е缕渥呦蛩ト�。本文研究的樂恩特教育機構創(chuàng)立于2002年,一直專注于為莘莘學子提供課外輔導課程服務。10多年以來,課外輔導行業(yè)一直是機遇與挑戰(zhàn)并存,為了教育機構的生存和發(fā)展,樂恩特教育機構制定和完善市場營銷策略,并進行一系列的營銷創(chuàng)新,全面提升了機構在深圳課外輔導行業(yè)的自身競爭力,塑造良好的教育機構品牌,快速的在國內市場占有了一席之地。本文著眼于我國中小學課外輔導的發(fā)展前景和競爭壓力的現(xiàn)實環(huán)境,通過對所處的環(huán)境條件、競爭對手進行分析,剖析樂恩特教育機構的市場營銷主要特點,指出該教育機構在推進教育服務時采用的營銷策略,提出其采用市場營銷優(yōu)化組合策略,即在市場定位、市場細分、產品和市場組合、品牌策略等方面進行市場營銷創(chuàng)新,同時輔以營銷信息化平臺以及營銷增值服務等措施建設,為教育機構獲得市場營銷效果的持續(xù)改善和企業(yè)的長期可持續(xù)發(fā)展提供根本性的保障。本文對樂恩特教育機構市場營銷的研究,通過對它自身營銷環(huán)境分析,運用7Ps等理論,因地制宜,選擇準確的定位,制定有效的營銷策略,有利于樂恩特教育機構市場營銷模式的探索和改進,有利于教育機構市場營銷隊伍的建設,有利于我國的課外輔導教育機構提升整體的營銷水平。同時,本研究對我國信息技術時代的課外教學如何贏得更多市場份額、獲得健康發(fā)展具有一些借鑒意義,對于適應我國中小學生課外輔導市場環(huán)境有一定的參考價值。
[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.
【學位授予單位】：湘潭大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G522.72

【參考文獻】

相關期刊論文 前5條

1 李水山;;韓國課外輔導“高燒”難退[J];基礎教育參考;2010年03期

2 孟慧霞;;4Ps營銷組合理論的演進及爭論解析[J];山西大學學報(哲學社會科學版);2009年04期

3 杜漪;馬寧;陳利葉;;基于服務利潤鏈理論的供應鏈雙層內部營銷研究[J];北京交通大學學報(社會科學版);2009年03期

4 奚紅妹;內部營銷概念的演變以及內部營銷的實施[J];國際商務研究;2003年05期

5 徐芳;教育營銷和教育營銷戰(zhàn)略[J];廣東職業(yè)技術師范學院學報;2001年01期

相關碩士學位論文 前4條

1 肖曉月;小學英語校外輔導班與校內課程教學的比較及啟示[D];江西師范大學;2013年

2 韓麒道;懷化電信農村市場服務營銷策略研究[D];中南大學;2010年

3 王云松;整合營銷傳播范式下的媒體企劃[D];廈門大學;2009年

4 周璐;基于供應鏈管理的企業(yè)營銷渠道創(chuàng)新[D];中北大學;2009年

，

本文編號：2253155