JS教育培訓(xùn)公司的營(yíng)銷策略研究
[Abstract]:Under the background of education industry competition becoming more and more prominent, education and training industry has gradually developed into a direct market target targeted at specific consumer groups to meet the educational needs of consumer groups. JS Education and training Company, While gradually developing different marketing strategies which are different from other organizations in the same industry, how to formulate marketing strategies in order to obtain higher social and economic benefits has become an important issue for senior executives of educational and training institutions to think about first. Based on STP positioning theory and 4P-4C-4R marketing combination theory, this paper uses SWOT analysis to analyze the operating environment faced by JS education and training company, and the marketing situation within the company. It is found that in the current competitive environment of JS education and training company, the market position is not clear, the course setting form is single, the after-school service process is cumbersome, the course pricing is on the high side, the school site is far away from the school district, and the investment ratio of expanding the channel is high. The cost of marketing is high, the advertising is short of pertinence and so on. In order to solve the key problems in training company marketing, this paper tries to use the relevant marketing management theory to analyze and solve the problem. First of all, using the marketing STP positioning theory, this paper makes a deep research and analysis on the marketing core issues of our company in three aspects: market segmentation, target market selection and positioning. Secondly, using the theory of 4P-4C-4R marketing combination, the author puts forward specific marketing strategies to perfect the marketing scheme of the training company, such as extending the existing products, strengthening the flexibility of courses, enriching the service forms and simplifying the service flow. Adjust line cost in class, reduce staff management cost, maintain media reputation marketing, develop personalized O2O intelligent platform learning housekeeper, establish franchising channels to attract investors, select training sites in many dimensions, and excavate potential customer base on line. Finally, the paper puts forward the marketing strategy implementation schedule of JS education and training company in Chinese education market and its implementation strategy guarantee, technical guarantee, financial guarantee and human resource guarantee. From the perspective of a training company, based on a specific consumer group, this paper studies the marketing strategy of educational products. At the same time, it provides theoretical support and planning scheme for the marketing strategy of JS education and training company, and on this basis, It is expected to help more educational and training enterprises make full use of online media real-time monitoring, background data analysis, construction of promotional content and risk assessment, O2O intelligent platform learning butler to implement marketing. We believe that with the improved marketing program, JS will gradually become the leading organization in the field of personalized education and training.
【學(xué)位授予單位】:上海外國(guó)語(yǔ)大學(xué)
【學(xué)位級(jí)別】:碩士
【學(xué)位授予年份】:2017
【分類號(hào)】:F274
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