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济南地区少儿美术培训机构市场营销策略研究_MBA毕业论文DOC

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文本描述
摘要
本文针对当前济南地区少儿美术教育培训的市场发展现状,契合本人在教育培训行
业里的些许经验,经过部分访谈、电话问询等调查形式,采用市场营销理论里的 4Ps、
4Cs、STP 等营销理论为指导,针对济南地区少儿美术培训机构市场营销策略进行了研

内容层次主要分为四个方面:
一是通过对济南地区少儿美术培训机构,市场策略的研究背景及意义的分析,明确
了文章的研究方法和思路路线,根据培训机构实际,把 4Ps 营销理论和 4Cs 营销理论、
STP 营销、服务营销、体验营销、关系营销和事件营销等营销理论进行了分别论述,这
些营销理论对济南地区少儿美术培训市场同样具有理论指导价值;二是研究分析了济南
地区少儿美术培训机构的市场需求以及市场现状,并以济南米子少儿美术培训学校
2015-2016 年市场营销相关的运营数据资料为样本,得出了济南地区少儿美术培训机构
的市场特点;三是参照 STP 基础营销理论,以济南米子少儿美术培训学校的营销运营为
例,深入的分析了少儿美术培训教育产业在目标市场细化、市场差异化选择的市场定位,
总结出济南地区少儿美术培训机构市场定位模式;四是采用以上营销理论,以济南米子
少儿美术培训学校在运营管理中各营销策略的具体制定和应用为样本,论述了济南地区
少儿美术培训市场在品牌、定价、渠道和办学选址、宣传、招生员工和招生促销等策略,
结合关系营销、体验式和事件营销等创新营销理念,提出了具体策略和建议。在对济南
地区少儿美术培训机构的市场营销策略分析之后认为,培训机构不但要善于制定各种营
销策略,还要善于在具体的运营管理工作中,恰当的加以运用。并提出要想让营销策略
发挥出最佳效果,创造出好的效益,就必须以自身合法合规的管理制度,高质量的教学
环境和教学服务,不断提高学生家长满意度为实施前提

关键词:营销策略;少儿美术培训;市场定位RESEARCH ON MARKETING STRATEGY OF CHILDREN&39;S
ART TRAINING INSTITUTIONS IN JI&39;NAN
ABSTRACT
The development of the market according to the current situation of education and
training in Ji&39;nan children&39;s art in this paper, I fit in the education and training industry in
some experience, after some interviews, telephone inquiries and other forms of research,
using the marketing theory of 4Ps, 4Cs, STP and other marketing theory as a guide in Ji&39;nan
children&39;s art training institutions for marketing strategy study.
The content hierarchy is mainly divided into four aspects:
One is based on the children&39;s art training institutions in Ji&39;nan, analysis the research
background and significance of the marketing strategy, the paper defines the research methods
and research route, according to the actual training institutions, the 4Ps marketing theory and
4Cs marketing theory, STP marketing, service marketing, experience marketing, the thesis
discusses the relationship between marketing and event marketing etc. the marketing theory,
marketing theory also has theoretical value to the children&39;s art training market in Ji&39;nan; two
of the children&39;s art training institutions in Ji&39;nan market demand and market situation, and to
the Ji&39;nan children&39;s art training school sub meters in 2015-2016 City Marketing related
operational data as the sample, the market characteristics of children&39;s art training institutions
in Ji&39;nan; the three is a reference to STP based marketing theory, taking Ji&39;nan children&39;s art
training school Yonago marketing operation as an example, in-depth analysis of the children&39;s
art education and training industry in the target market refinement, market positioning market
differentiation selection, summarizes the pattern of children&39;s art training institutions and
market orientation of Ji&39;nan area; four is the marketing theory, taking Ji&39;nan Yonago children&39;s
art training school in the operation and management of the various marketing strategies of the
specific formulation and application as samples, discusses the Ji&39;nan children&39;s art training
market in the brand, pricing, The location, channel and school enrollment enrollment publicity,
staff and marketing strategies, combined with relationship marketing, experiential marketing
and event marketing idea innovation, put forward concrete strategies and suggestions. That
after the analysis of marketing strategy of children&39;s art training institutions in Ji&39;nan, training
institutions must not only be good at making all kinds of marketing strategies, but also good
at in the specific operation and management work, properly. And put forward the marketing
strategy to play the best effect, create a good benefit, it must take its legal compliancemanagement system, high quality teaching environment and teaching services, improve
students&39; and parents&39; satisfaction for the implementation of the premise.
KEY WORDS: Marketing strategy, children&39;s art training, market positioning目 录
第一章 导论....1
1.1 研究背景.......... 1
1.2 目的和意义...... 1
1.2.1 目的........ 1
1.2.2 意义........ 2
1.3 国内外少儿美术教育现状...... 2
1.3.1 国外少儿美术教育现状 2
1.3.2 国内少儿美术教育现状 3
1.3.3 国内外少儿美术教育现状研究评述.... 4
1.4 研究思路和方法.......... 5
1.4.1 研究思路 5
1.4.2 研究的方法........ 6
1.5 论文创新之处.. 7
第二章 相关理论....
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