【摘要】：近年來(lái),成都地區(qū)MBA招生院校、MBA報(bào)考人數(shù)快速增加,截至2010年招生院校達(dá)到了7所,MBA報(bào)考人數(shù)上升至2846人。從2010年1月開(kāi)始,MBA\MPA\MPAcc全國(guó)聯(lián)考試卷統(tǒng)一,考前培訓(xùn)課程一致,在開(kāi)展MBA考前培訓(xùn)的同時(shí),可以爭(zhēng)取到MPA、MPAcc備考學(xué)員參加MBA的考前培訓(xùn),該培訓(xùn)市場(chǎng)潛力巨大。 現(xiàn)在成都區(qū)域有太奇、華章、華宏、華杰、社科賽斯、新起點(diǎn)6家MBA考前培訓(xùn)機(jī)構(gòu),其中太奇早在2002年進(jìn)入,經(jīng)過(guò)8年苦心經(jīng)營(yíng),培養(yǎng)學(xué)員眾多、管理、營(yíng)銷(xiāo)手段成熟,與成都各MBA招生院校關(guān)系良好,是市場(chǎng)的絕對(duì)領(lǐng)先者。作為新進(jìn)入成都市場(chǎng)的社科賽斯,在如此激烈的競(jìng)爭(zhēng)中,采取怎樣的營(yíng)銷(xiāo)策略才能開(kāi)拓市場(chǎng)、生存發(fā)展和突出重圍就是一個(gè)亟待解決的問(wèn)題。 本文首先對(duì)成都社科賽斯所處的市場(chǎng)環(huán)境,特別是成都地區(qū)MBA考前培訓(xùn)市場(chǎng)主要競(jìng)爭(zhēng)力量進(jìn)行研究,然后對(duì)成都社科賽斯內(nèi)部環(huán)境展開(kāi)分析,確立成都社科賽斯的優(yōu)劣勢(shì)及發(fā)展機(jī)會(huì)與威脅,通過(guò)細(xì)分市場(chǎng)探究,找準(zhǔn)成都社科賽斯目標(biāo)市場(chǎng),選擇“打造成都史上性價(jià)比最高的MBA考前培訓(xùn)”的市場(chǎng)定位,從而制定適合成都社科賽斯企業(yè)發(fā)展的7P營(yíng)銷(xiāo)策略。 文章共分為六章： 第一章,引論。講述了本文研究的背景及意義,闡明了本文研究的思路和方法。 第二章,成都社科賽斯MBA考前培訓(xùn)市場(chǎng)環(huán)境分析。通過(guò)市場(chǎng)環(huán)境,特別是成都MBA考前培訓(xùn)市場(chǎng)主要競(jìng)爭(zhēng)力量分析,為成都社科賽斯的市場(chǎng)細(xì)分,目標(biāo)市場(chǎng)及市場(chǎng)定位的確立奠定基礎(chǔ)。 第三章,成都社科賽斯內(nèi)部環(huán)境分析。描述了組織結(jié)構(gòu)、企業(yè)文化、核心競(jìng)爭(zhēng)力等,運(yùn)用了SWOT理論對(duì)成都社科賽斯進(jìn)行總結(jié)分析。 第四章,成都社科賽斯目標(biāo)市場(chǎng)的選擇及其市場(chǎng)定位。本章就地理、人口統(tǒng)計(jì)、心理、行為因素對(duì)MBA考前培訓(xùn)市場(chǎng)進(jìn)行了細(xì)分,根據(jù)成都社科賽斯實(shí)目前狀況,找到其目標(biāo)市場(chǎng),從而確立正確的市場(chǎng)定位。 第五章,成都社科賽斯?fàn)I銷(xiāo)策略設(shè)計(jì)與實(shí)施。根據(jù)成都社科賽斯的目標(biāo)市場(chǎng)及市場(chǎng)定位,制定產(chǎn)品、價(jià)格、渠道和促銷(xiāo)、人員、流程、環(huán)境或?qū)嶓w環(huán)境7P營(yíng)銷(xiāo)策略組合。 第六章,結(jié)束語(yǔ)。對(duì)本文進(jìn)行總結(jié)歸納。 MBA考前培訓(xùn)是眾多培訓(xùn)中的典型代表,通過(guò)本文研究,將為成都社科賽斯生存、發(fā)展提出參考建議,這是一次在成熟培訓(xùn)競(jìng)爭(zhēng)市場(chǎng)中營(yíng)銷(xiāo)突破的探索!也為其它培訓(xùn)行業(yè)提供營(yíng)銷(xiāo)借鑒,提高競(jìng)爭(zhēng)力,促進(jìn)業(yè)務(wù)的更好發(fā)展!
[Abstract]:In recent years, the number of MBA applicants in MBA colleges and universities in Chengdu has increased rapidly. By 2010, the number of MBA colleges and universities has reached 7, and the number of MBA applicants has risen to 2846. Since January 2010, MBA\ MPA\ MPAcc national joint examination papers have been unified, and the training courses before examination are the same. While conducting MBA pre-examination training, we can win MPA,MPAcc students to participate in MBA pre-test training, which has great market potential. Now there are Taiqi, Huazhang, Hua Hong, Hua Jie, Social Science Seth, a new starting point of 6 MBA pre-examination training institutions in Chengdu. Among them, Taiqi entered as early as 2002. After eight years of painstaking management, many students were trained, management and marketing methods were mature. With Chengdu MBA enrollment colleges and universities good relationship, is the market leader. As a new entry into the Chengdu market, in such a fierce competition, what marketing strategy can be adopted to open up the market, survival and development and breakthrough is a problem to be solved. This paper first studies the market environment of Chengdu Social Science Seth, especially the main competitive forces of Chengdu MBA pre-test training market, and then analyzes the internal environment of Chengdu Social Science Seth. To establish the advantages and disadvantages, development opportunities and threats of Chengdu Social Science Seth, to find out the target market of Chengdu Social Science Seth by subdividing the market, and to choose the market position of "making MBA pre-test training with the highest performance-to-price ratio in the history of Chengdu". In order to formulate a 7 P marketing strategy suitable for the development of Chengdu Social Science Seth Enterprise. The article is divided into six chapters: chapter one, introduction. This paper describes the background and significance of this study, and expounds the ideas and methods of this study. The second chapter, Chengdu Social Science Seth MBA before the training market environment analysis. Through the analysis of the market environment, especially the main competitive power of Chengdu MBA pre-test training market, the foundation of the market segmentation, target market and market positioning of Chengdu Social Science Seth is established. The third chapter, Chengdu Social Science Seth internal environment analysis. This paper describes the organizational structure, corporate culture and core competence, and uses SWOT theory to summarize and analyze the social sciences of Chengdu. The fourth chapter, Chengdu Social Science Seth target market selection and market positioning. In this chapter, geography, demographics, psychology, behavior factors are divided into the MBA pre-test training market, according to the current situation of Chengdu Social Science Seth, to find its target market, so as to establish the correct market positioning. The fifth chapter, Chengdu Social Science Seth marketing strategy design and implementation. According to the target market and market position of Chengdu Social Science Seth, develop 7P marketing strategy combination of product, price, channel and promotion, personnel, process, environment or physical environment. Chapter VI, concluding remarks. This paper is summarized. MBA pre-test training is a typical representative of many training, through this study, will be for Chengdu Social Science Seth survival, development of the reference suggestions, this is a mature training competition in the market marketing breakthrough exploration! Also for other training industries to provide marketing reference, improve competitiveness, promote the better development of business!
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類號(hào)】：F274;G643

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