【摘要】：慶應(yīng)教育成立于2008年,是一家集出國留學(xué)、游學(xué)、信息咨詢、中小學(xué)課外輔導(dǎo)、成人技能培訓(xùn)于一體的信息咨詢、培訓(xùn)公司。經(jīng)過幾年的發(fā)展,雖然規(guī)模有所擴大,但是主營業(yè)務(wù)中小學(xué)課外輔導(dǎo)仍存在一些難以解決的問題。如校區(qū)分散、由于校區(qū)所用房屋都是租賃而導(dǎo)致的教學(xué)設(shè)施不完善、教師特別是兼職教師的服務(wù)意識差、公司缺少科學(xué)的促銷手段等等。本文以慶應(yīng)教育中小學(xué)課外輔導(dǎo)業(yè)務(wù)的服務(wù)營銷問題作為研究對象,運用服務(wù)營銷7PS的理論對慶應(yīng)教育中小學(xué)課外輔導(dǎo)的營銷策略進行深入的探討和研究。本文分析了慶應(yīng)教育中小學(xué)課外輔導(dǎo)業(yè)務(wù)目前的營銷現(xiàn)狀以及營銷存在的問題。文中對中小學(xué)課外輔導(dǎo)業(yè)務(wù)的營銷環(huán)境也做了深入的分析,包括宏觀環(huán)境和微觀環(huán)境分析。宏觀環(huán)境從政治、經(jīng)濟、社會文化和技術(shù)四個方面進行了分析。微觀環(huán)境從慶應(yīng)教育內(nèi)部環(huán)境、目標客戶、競爭環(huán)境、公眾影響力和行業(yè)動向五個方面做了闡述。通過分析可以了解到,宏觀方面有約束也有機會。企業(yè)的發(fā)展會受到國家政策、經(jīng)濟環(huán)境、社會文化環(huán)境和技術(shù)的約束,但同時只要依托國家政策,把握好經(jīng)濟環(huán)境,了解社會文化環(huán)境,緊跟技術(shù)的進步,企業(yè)的發(fā)展又會尋找到很多機會。微觀方面的分析了解了競爭態(tài)勢和消費者需求。行業(yè)競爭雖然激烈,但是消費者需求市場也非常廣闊,只要制定合理的營銷策略就會有一個廣闊的發(fā)展空間。運用SWOT分析法,分析了慶應(yīng)教育中小學(xué)課外輔導(dǎo)業(yè)務(wù)目前所具備的優(yōu)勢、劣勢、機會和威脅。在對慶應(yīng)教育中小學(xué)課外輔導(dǎo)業(yè)務(wù)進行市場細分的基礎(chǔ)上,將目標市場的選擇定位在6-18歲的學(xué)生、居住在中高檔社區(qū)的家長和學(xué)生、距離校區(qū)較遠的學(xué)生三個部分。市場定位中端和低端價格,以高端為輔,以踏實、認真、高質(zhì)量的教學(xué)和優(yōu)質(zhì)的服務(wù)來吸引和回饋廣大學(xué)生和家長。根據(jù)STP策略分析制定了符合慶應(yīng)教育中小學(xué)課外輔導(dǎo)業(yè)務(wù)的服務(wù)營銷策略。并針對產(chǎn)品、價格、渠道、促銷、服務(wù)人員、有形展示以及服務(wù)過程分別進行了詳細的分析和闡述。具體的實施策略:打造屬于慶應(yīng)教育核心產(chǎn)品的同時,走多元化經(jīng)營道路。多元化不僅從產(chǎn)品角度,也要從學(xué)校整體角度走多元化道路。增加產(chǎn)品的“輔助”產(chǎn)品,如游學(xué)活動、開展競賽、設(shè)立及時、有效的信息咨詢平臺和家長會。跟隨當下互聯(lián)網(wǎng)+的思維,開通網(wǎng)上課程。制定價格時,要從自身成本、競爭對手、顧客感知價格的角度來考慮。通過贈送和獎勵的形式來吸引顧客,獎勵方式主要有老帶新、打包銷售。渠道策略方面,從擴展推廣渠道、引入知名教育培訓(xùn)品牌、拓展營銷渠道三方面來制定。促銷策略主要包括廣告、營業(yè)推廣和贊助形式。其中廣告促銷的形式包括傳單、海報、校報和紀念品幾個方面。營業(yè)推廣主要包括公開課、免費試學(xué)和講座三方面。有形服務(wù)展示策略主要從學(xué)校環(huán)境的展示、學(xué)校的裝修風(fēng)格、音樂設(shè)施和輔助設(shè)施四個方面來制定。人員管理策略分別從尊重員工、教師管理和激勵考評三個方面來制定策略。最后的過程管理決策分別從家長的咨詢過程、學(xué)員的學(xué)習(xí)過程、教師的更換和售后服務(wù)四個過程細節(jié)管理來制定相關(guān)策略。最后對已制定的服務(wù)營銷策略提出了實施保障。分別從教務(wù)人員的聘用、售后服務(wù)、全面加強客戶資源管理、加強人員管理、創(chuàng)建企業(yè)文化和完善服務(wù)標準化建設(shè)六個方面闡述服務(wù)營銷策略實施的保障。
[Abstract]:Qing Ying education was established in 2008. It is a information consulting and training company which is a collection of overseas study, travel, information consultation, extracurricular tutoring in primary and secondary schools and adult skills training. After several years of development, although the scale has expanded, there are still some difficult problems to be solved in primary and secondary school extracurricular counselling. The teaching facilities are not perfect, the service consciousness of the teachers especially the part-time teachers is poor and the company lacks the scientific means of promotion. This article takes the service marketing problem of the extracurricular tutoring service of the primary and secondary school as the research object, and uses the theory of service marketing 7PS to the extracurricular education in the middle and primary schools. This paper analyzes the current marketing status and marketing problems of the extracurricular tutoring business in the middle and primary schools of the middle and primary schools. This paper also makes an in-depth analysis of the marketing environment of the extracurricular tutoring business in primary and secondary schools, including the macro environment and the microenvironment analysis. The macro environment is from politics and economy. The four aspects of social culture and technology are analyzed. The micro environment is described from five aspects: the internal environment of the celebration of education, the target customers, the competitive environment, the public influence and the trend of the industry. It can be understood that there are constraints and opportunities on macro aspects. The business exhibition is subject to national policy, economic environment, and social and cultural ring. But at the same time, as long as we rely on the national policy, grasp the economic environment, understand the social and cultural environment, follow the progress of the technology, the development of the enterprise will find many opportunities. The analysis of the microcosmic aspect understands the competition situation and the demand of the consumers. The competition is fierce, but the market of consumer demand is very broad, As long as a reasonable marketing strategy is made, there will be a broad space for development. By using the SWOT analysis method, the advantages, disadvantages, opportunities and threats of the extracurricular guidance business of the primary and secondary school are analyzed. On the basis of the market segmentation of the extracurricular guidance business of the primary and secondary school, the choice of the target market is located in 6-18 Students, who live in the middle and high grade community, live in three parts from the campus. The market position and low end price, supplemented by high end and high end, take solid, serious, high quality teaching and high quality service to attract and repay the students and parents. According to the STP strategy analysis, the primary and secondary school courses are set up in accordance with the celebration education. The service marketing strategy of external guidance business, and the detailed analysis and exposition of product, price, channel, promotion, service personnel, tangible display and service process. Concrete implementation strategy: to build the core product of the celebration education, while taking diversified channels. Diversification is not only from the angle of the product, but also from the school. Diversify the road. Increase the "auxiliary" products, such as travel, competition, the establishment of a timely, effective information consultation platform and parents' meeting. Follow the current Internet + thinking, open online courses. When making prices, we should consider from the perspective of their own costs, competition for hands, and customer perceived prices. The form of encouragement is to attract customers, and the methods of reward are mainly old and new, packing sales, and channel strategy, from extending the extension channel, introducing the famous education and training brand and expanding the marketing channel in three aspects. The promotion strategy mainly includes advertising, business promotion and sponsorship form. The form of advertising promotion includes leaflets, posters, school newspapers and discipline. The business promotion mainly includes three aspects: open class, free test and lecture. The display strategy of tangible service mainly consists of four aspects: the display of the school environment, the style of the school decoration, the music facilities and the auxiliary facilities. The personnel management strategy is formulated from three aspects of respect for staff, teacher management and incentive evaluation, respectively. Strategy. The final process management decision-making from the parents' consultation process, students' learning process, teacher's replacement and after-sales service four process details management to formulate relevant strategies. Finally, the service marketing strategy has been put forward. To strengthen personnel management, create enterprise culture and improve service standardization construction six aspects of service marketing strategy implementation guarantee.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G523;F274

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