【摘要】：隨著廣州市城市化水平越來越國(guó)際化，人們也越來越重視英語學(xué)習(xí)，越來越多的父母讓孩子參加英語培訓(xùn)班,面對(duì)當(dāng)前不斷增長(zhǎng)的市場(chǎng)需求,各種英語培訓(xùn)機(jī)構(gòu)應(yīng)運(yùn)而生。廣州市英語培訓(xùn)機(jī)構(gòu)的數(shù)量在不斷增長(zhǎng),但是其中一部分的機(jī)構(gòu)在教育質(zhì)量、成本控制和運(yùn)營(yíng)管理等方面,特別是在營(yíng)銷策略上存在不少問題。對(duì)廣州R英語培訓(xùn)公司進(jìn)行研究,可以讓人們清晰地認(rèn)識(shí)廣州市英語培訓(xùn)市場(chǎng)的情況,為英語培訓(xùn)機(jī)構(gòu)的營(yíng)銷實(shí)踐提供理論指導(dǎo),并且可以對(duì)相關(guān)的理論研究起到拋磚引玉的作用。 廣州R英語培訓(xùn)公司成立于2008年，一直以來，公司的發(fā)展比較順利,學(xué)員規(guī)模已達(dá)到512人，但是對(duì)英語培訓(xùn)營(yíng)銷策略分析的研究稍微落后。本文從政治、經(jīng)濟(jì)、技術(shù)和文化方面,分析廣州R英語培訓(xùn)公司面對(duì)的宏觀環(huán)境，確定宏觀環(huán)境對(duì)R公司的發(fā)展有利。從競(jìng)爭(zhēng)對(duì)手、潛在競(jìng)爭(zhēng)者、替代品威脅、購(gòu)買者和供應(yīng)商的議價(jià)能力,分析公司面對(duì)的微觀環(huán)境，分析認(rèn)為英語培訓(xùn)市場(chǎng)競(jìng)爭(zhēng)激烈。通過市場(chǎng)調(diào)查，分析廣州少兒英語培訓(xùn)市場(chǎng)的消費(fèi)者心理和行為。運(yùn)用STP策略,明確市場(chǎng)細(xì)分及定位。 最后通過4P、4C、4R營(yíng)銷組合，，結(jié)合筆者的營(yíng)銷管理行業(yè)經(jīng)驗(yàn),制定有效的營(yíng)銷策略組合4P策略（產(chǎn)品策略、定價(jià)策略、渠道策略、促銷策略）及整合傳播策略（體驗(yàn)營(yíng)銷策略、關(guān)系營(yíng)銷策略、網(wǎng)絡(luò)營(yíng)銷策略)。分析了這些策略的具體應(yīng)用，為了保證制定的營(yíng)銷策略能夠在廣州R英語培訓(xùn)公司內(nèi)部得以順利且高效實(shí)施,本文從員工素質(zhì)提升、績(jī)效考核和員工忠誠(chéng)度方面構(gòu)建廣州R英語培訓(xùn)公司營(yíng)銷策略的實(shí)施保障措施,為改善現(xiàn)階段存在的問題提供參考。
[Abstract]:As the urbanization level of Guangzhou becomes more and more international, people pay more and more attention to English learning. More and more parents let their children participate in English training courses. In the face of the growing market demand, various English training institutions emerge as the times require. The number of English training institutions in Guangzhou is increasing, but some of them have some problems in education quality, cost control and operation management, especially in marketing strategy. The research on Guangzhou R English training Company can help people understand the situation of Guangzhou English training market clearly and provide theoretical guidance for the marketing practice of English training institutions. And can play a role in the relevant theoretical research. Guangzhou R English training Company was founded in 2008. Since then, the company has been developing smoothly, with 512 trainees, but the research on marketing strategy analysis of English training is a little backward. This paper analyzes the macro environment faced by Guangzhou R English training Company from the aspects of politics, economy, technology and culture, and determines that the macro environment is beneficial to the development of R Company. From competitors, potential competitors, the threat of alternatives, buyers and suppliers of bargaining power, analysis of the micro-environment faced by the company, analysis of the English training market competition is fierce. Through market research, this paper analyzes consumer psychology and behavior in Guangzhou Children's English training Market. Use STP strategy, clear market segmentation and positioning. Finally, through 4PX 4CX 4R marketing combination, combining with the author's experience in marketing management industry, the author formulates effective marketing strategy combination 4P strategy (product strategy, pricing strategy, channel strategy, promotion strategy) and integrated communication strategy (experience marketing strategy). Relationship marketing strategy, network marketing strategy. This paper analyzes the specific application of these strategies. In order to ensure that the marketing strategy can be implemented smoothly and efficiently within Guangzhou R English training Company, this paper improves the quality of employees. In terms of performance appraisal and employee loyalty, the implementation of the marketing strategy of Guangzhou R English training Company can be provided as a reference for improving the existing problems at this stage.
【學(xué)位授予單位】：華南理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：H319;F274

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本文編號(hào)：2135096