本文選題：教育業(yè)　切入點(diǎn)：市場(chǎng)營(yíng)銷策略　出處：《上海外國(guó)語(yǔ)大學(xué)》2017年碩士論文

【摘要】：近二十多年來(lái),上海作為改革開(kāi)放的前沿地帶,國(guó)家的金融中心以及未來(lái)的世界級(jí)金融中心,經(jīng)濟(jì)發(fā)展迅速居民消費(fèi)水平飛速增長(zhǎng),尤其在教育方面的消費(fèi)支出增長(zhǎng)較快,再加之升學(xué)壓力,以及出國(guó)游學(xué),旅游熱等,人們已經(jīng)把課外英語(yǔ)學(xué)習(xí)從一門興趣課轉(zhuǎn)變?yōu)檎n外‘必修’課。特別是對(duì)少兒階段英語(yǔ)培訓(xùn)的需求已轉(zhuǎn)化為剛需,所以如何把這一朝陽(yáng)產(chǎn)業(yè)做大做強(qiáng)并使之健康發(fā)展對(duì)我們居民的經(jīng)濟(jì)生活具有指導(dǎo)意義,并且對(duì)這一問(wèn)題的展開(kāi)梳理具有重要的研究意義和經(jīng)濟(jì)價(jià)值。本文分別采用PEST和波特五力模型對(duì)AB遠(yuǎn)山分校的外部宏觀環(huán)境以及行業(yè)環(huán)境進(jìn)行系統(tǒng)分析;并在此基礎(chǔ)上用SWOT分析法對(duì)AB遠(yuǎn)山分校所存在的營(yíng)銷問(wèn)題進(jìn)行分析。在此過(guò)程中,發(fā)現(xiàn)AB遠(yuǎn)山分校的確在產(chǎn)品定位,產(chǎn)品本身,推廣渠道以及課程定價(jià)等方面存在一系列的問(wèn)題。之后,運(yùn)用市場(chǎng)定位理論,營(yíng)銷組合4P,4C理論并結(jié)合口碑營(yíng)銷理論以及服務(wù)營(yíng)銷理論對(duì)AB遠(yuǎn)山分校的營(yíng)銷策略進(jìn)行分析指導(dǎo),提出一系列具有針對(duì)性兼可行性的營(yíng)銷策略加以完善。比如針對(duì)市場(chǎng)定位問(wèn)題提出按年齡重新定位分區(qū)原則;針對(duì)課程內(nèi)容設(shè)置,則要更多的聽(tīng)取家長(zhǎng)以及市場(chǎng)的聲音做出相應(yīng)調(diào)整,并切實(shí)考慮到周邊競(jìng)爭(zhēng)對(duì)手的強(qiáng)化已有的服務(wù)營(yíng)銷,做到個(gè)性化,細(xì)致化;在營(yíng)銷渠道方面,抓住互聯(lián)網(wǎng)的便利條件,進(jìn)一步發(fā)揮已有優(yōu)勢(shì)渠道,通過(guò)產(chǎn)品調(diào)整,擴(kuò)大渠道并做針對(duì)性調(diào)整;在推廣策略方面以線上線下(O2O)結(jié)合的方式來(lái)填補(bǔ)空白;在價(jià)格方面,結(jié)合市場(chǎng)定位以及完善產(chǎn)品服務(wù)增加產(chǎn)品的附加值。最后提出了AB遠(yuǎn)山分校在所處上海浦東區(qū)域市場(chǎng)營(yíng)銷策略實(shí)施計(jì)劃及相關(guān)保障。本文旨在從企業(yè)的角度,結(jié)合當(dāng)前所處的營(yíng)銷環(huán)境,利用相應(yīng)的理論策略,以及新技術(shù),新趨勢(shì)實(shí)現(xiàn)消費(fèi)者與企業(yè)的良好溝通,使企業(yè)得以進(jìn)一步的發(fā)展,成為區(qū)域內(nèi)教育培訓(xùn)服務(wù)領(lǐng)先品牌。
[Abstract]:In the past two decades, Shanghai has been at the forefront of reform and opening up. The national financial center and the future world-class financial center have witnessed rapid economic development and rapid growth in the level of consumption of residents, especially in the field of education.In addition, the pressure of further study, as well as travel abroad, travel fever and so on, people have changed extracurricular English learning from an interest course to an extracurricular 'compulsory' course.In particular, the demand for children's English training has been transformed into a rigid demand, so how to make this sunrise industry bigger and stronger and make it develop healthily is of guiding significance to the economic life of our residents.And the development of this issue has important research significance and economic value.In this paper, PEST and Porter five Force models are used to analyze the external macro environment and industry environment of AB Yuanshan Branch, and on the basis of this, the marketing problems of AB Yuanshan Branch are analyzed by SWOT analysis method.In this process, it is found that AB Yuanshan Branch does have a series of problems in product positioning, product itself, promotion channels and course pricing.Then, using market positioning theory, marketing combination 4Pn4C theory, combined with word-of-mouth marketing theory and service marketing theory to analyze and guide the marketing strategy of AB Yuanshan Branch.Put forward a series of targeted and feasible marketing strategies to be improved.For example, to address the problem of market positioning, the principle of repositioning by age is put forward; for the content of the curriculum, it is necessary to listen more to parents and the voice of the market to make corresponding adjustments.And earnestly consider the surrounding competitors to strengthen the existing service marketing, to achieve personalized, meticulous; in marketing channels, seize the convenient conditions of the Internet, further play to the existing advantages of channels, through product adjustment,Expand channels and make targeted adjustments; in the promotion strategy to line and offline O _ 2O to fill the gap; in price, combined with market positioning and improve product services to increase the added value of products.Finally, the paper puts forward the implementation plan and related guarantee of the marketing strategy of AB Yuanshan campus in Shanghai Pudong area.The purpose of this paper is to realize good communication between consumers and enterprises from the point of view of enterprises, combining with the current marketing environment, using corresponding theoretical strategies and new technologies, so that enterprises can further develop.Become a leading brand of education and training services in the region.
【學(xué)位授予單位】：上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G522.72

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