本文選題：體驗(yàn)式培訓(xùn) + 營銷策略��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：RZR公司成立于1995年3月15日,是國內(nèi)第一家專業(yè)從事體驗(yàn)式培訓(xùn)的機(jī)構(gòu),迄今為止,也是國內(nèi)最知名、最專業(yè)的服務(wù)于企業(yè)團(tuán)隊(duì)、協(xié)助企業(yè)團(tuán)隊(duì)成長的培訓(xùn)機(jī)構(gòu)。RZR淄博分公司是RZR公司旗下的位于淄博的子公司,公司主要面向魯中地區(qū)廣大客戶開展以拓展訓(xùn)練為核心的企業(yè)團(tuán)隊(duì)建設(shè)培訓(xùn)業(yè)務(wù),自成立以來,先后與山東理工大學(xué)、齊魯石化、張店區(qū)政府等眾多國內(nèi)外知名企業(yè)、院校及政府形成了戰(zhàn)略合作伙伴關(guān)系,成為魯中地區(qū)體驗(yàn)式培訓(xùn)的龍頭企業(yè)。本文以就職的RZR淄博分公司為研究對象,結(jié)合市場營銷相關(guān)理論知識,利用在校期間所學(xué)利用工具,在導(dǎo)師指導(dǎo)下,利用文獻(xiàn)研究、調(diào)查研究、SWOT分析等方法對其進(jìn)行全面分析,而后為其制定新的營銷策略。本文內(nèi)容共分為以下六個(gè)部分:第一部分介紹了課題研究的背景和意義,并闡述課題研究的內(nèi)容與方法,對課題研究的創(chuàng)新點(diǎn)進(jìn)行了提煉和總結(jié);第二部分對論文研究的相關(guān)市場營銷理論和理論分析工具進(jìn)行闡述,并將對國內(nèi)外培訓(xùn)業(yè)務(wù)營銷策略的研究現(xiàn)狀進(jìn)行了歸納和總結(jié);第三部分是RZR淄博分公司營銷環(huán)境分析。首先對RZR淄博分公司的基本狀況進(jìn)行分析;其次,運(yùn)用PEST理論,從政策、經(jīng)濟(jì)、技術(shù)和社會(huì)四方面對公司所處的宏觀環(huán)境進(jìn)行分析;再次,運(yùn)用波特五力模型對公司所處的競爭環(huán)境進(jìn)行分析;最后,運(yùn)用SWOT分析法,從優(yōu)勢、劣勢、威脅和機(jī)遇四方面對公司內(nèi)外部環(huán)境進(jìn)行總結(jié)。第四部分是公司現(xiàn)行營銷策略的評價(jià)。全面介紹公司的現(xiàn)行營銷策略,并利用層次分析法和模糊評價(jià)法對其進(jìn)行評價(jià)分析,找到現(xiàn)行營銷策略的問題。第五部分是RZR淄博分公司營銷策略制定。在對公司進(jìn)行STP分析的基礎(chǔ)上,制定相應(yīng)的營銷策略組合。第六部分是RZR淄博分公司營銷策略保障措施。針對前文研究,提出建立RZR淄博分公司核心企業(yè)文化、精細(xì)化RZR淄博分公司組織結(jié)構(gòu)、提升RZR淄博分公司人力資源管理水平等具體保障措施。通過本文研究,為其制定新的營銷策略,可以讓公司實(shí)現(xiàn)新的更大的發(fā)展,助力其公司治理實(shí)現(xiàn)進(jìn)一步提升,同時(shí)也為行業(yè)內(nèi)其他類似公司的發(fā)展提供有益參考。
[Abstract]:RZR was founded on March 15, 1995, is the first professional experience training institutions in China, so far, is also the most well-known and professional service to the enterprise team. RZR Zibo Branch is a subsidiary of RZR Company, which is located in Zibo. The company mainly faces the customers in the middle of Luzhong region to carry out the enterprise team building training business with the expansion training as the core. Since its establishment, RZR Zibo Branch is a subsidiary of RZR Company. With Shandong University of Technology, Qilu Petrochemical, Zhangdian District government and many other well-known domestic and foreign enterprises, colleges and governments have formed a strategic partnership, and become the leading enterprise of experience training in Luzhong region. This article takes the RZR Zibo branch office as the research object, unifies the marketing related theory knowledge, uses the school period to learn the utilization tool, under the tutor instruction, uses the literature research, the investigation research and so on the method and so on SWOT analysis carries on the comprehensive analysis to it. And then develop a new marketing strategy for it. The content of this paper is divided into the following six parts: the first part introduces the background and significance of the research, and describes the content and methods of the research, refining and summarizing the innovative points of the research; The second part describes the related marketing theory and theoretical analysis tools, and summarizes the research status of domestic and foreign training marketing strategy. The third part is the analysis of RZR Zibo branch marketing environment. First, the basic situation of RZR Zibo Branch is analyzed; secondly, using PEST theory, the macro environment of the company is analyzed from four aspects: policy, economy, technology and society. Thirdly, This paper analyzes the competitive environment of the company with Porter's five-force model and summarizes the internal and external environment of the company from the four aspects of advantages, disadvantages, threats and opportunities by using the SWOT analysis method. The fourth part is the company's current marketing strategy evaluation. This paper introduces the current marketing strategy of the company, and analyzes it by AHP and fuzzy evaluation method, and finds out the problems of the current marketing strategy. The fifth part is the RZR Zibo branch marketing strategy formulation. On the basis of the STP analysis of the company, the corresponding marketing strategy combination is worked out. The sixth part is the RZR Zibo branch marketing strategy safeguard measure. In view of the previous research, this paper puts forward some specific safeguard measures, such as establishing the core enterprise culture of RZR Zibo Branch, refining the organizational structure of Zibo Branch of RZR, and improving the level of human resource management in Zibo Branch of RZR. Through the research of this paper, we can make new marketing strategy for the company, which can make the company realize new and greater development, help its corporate governance to further improve, and also provide a useful reference for the development of other similar companies in the industry.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F274;F719

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