【摘要】：充斥著生機的行業(yè)之一便是教育培訓類行業(yè),在經(jīng)濟危機的巨大沖擊下,無論這個市場如何變幻莫測,但教育培訓市場一枝獨秀,表現(xiàn)出其強大的生命力。21世紀是經(jīng)濟全球化、服務國際化的時代,中國加入世貿(mào)組織以來,教育也作為服務行業(yè)中最重要的組成部分。近年來,教育市場呈現(xiàn)旺盛的增長態(tài)勢,成為我國經(jīng)濟領(lǐng)域閃亮的市場熱點,也成為創(chuàng)業(yè)投資最熱門的關(guān)鍵詞。例如繼續(xù)教育、學習以及相關(guān)專業(yè)方面的培訓等都不會短期就消失,因為這些都滿足人們的日常需求特別是是老一輩對其子女的教育投資是非常巨大的,眾所周知每個人一生在教育上的花銷是連續(xù)不斷且十分巨大,而且每個家長望子成龍望女成鳳的心理,必然會全心全力無怨無悔的為孩子付出,所以說教育行業(yè)是一個永遠不會消失的行業(yè)。本篇文章以市場營銷作為主要的視角,以A教育集團為例,特別是在基礎(chǔ)教育培訓類別的營銷問題中,進行深層次的分析與研究,通過對該集團營銷策略的分析,進一步尋求更適合基礎(chǔ)類教育培訓機構(gòu)的營銷方法和策略,從而實現(xiàn)現(xiàn)實生活中的借鑒和指導意義。對目前中國教育培訓市場進行研究,根據(jù)教育培訓行業(yè)的特點,通過對市場環(huán)境,市場的定位和營銷策略的分析,總結(jié)出當今教育培訓行業(yè)的市場營銷策略,目的是使A教育集團在殘酷的市場競爭環(huán)境下立于不敗之地,在整個教育培訓的領(lǐng)域做到更大更強。以期對整個教育培訓行業(yè)的市場策略方面起到一定的借鑒作用,同時反應當代國內(nèi)基礎(chǔ)教育培訓行業(yè)的發(fā)展趨勢。
[Abstract]:One of the industries full of vitality is the education and training industry. Under the great impact of the economic crisis, no matter how unpredictable the market is, the education and training market stands alone. The 21st century is an era of economic globalization and service internationalization. Since China's entry into the WTO, education has become the most important part of the service industry. In recent years, the education market has shown a vigorous growth trend, which has become the hot spot in the economic field of our country and the most popular keyword of venture capital. For example, continuing education, learning and related professional training will not disappear in the short term, because these meet the daily needs of people, especially the older generation's investment in the education of their children is very huge. It is well known that every person spends a lot of money on education throughout his life. Moreover, the psychology of every parent looking forward to seeing his daughter become a Phoenix is bound to pay for his children with all his heart and no regrets. So education is an industry that will never disappear. This article takes the marketing as the main angle of view, takes the A education group as an example, especially in the basic education training category marketing question, carries on the deep level analysis and the research, through to this group marketing strategy analysis, The marketing methods and strategies which are more suitable for basic education and training institutions are further sought to realize the reference and guiding significance in real life. According to the characteristics of education and training industry, through the analysis of market environment, market orientation and marketing strategy, this paper summarizes the marketing strategy of education and training industry in China. The aim is to make A education group in the cruel market competition environment in an invincible position, in the whole field of education and training to achieve greater and stronger. In order to play a certain role in the market strategy of the whole education and training industry, and reflect the development trend of the domestic basic education training industry.
【學位授予單位】：沈陽理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G522.72

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