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摘要
教育培训行业的迅猛发展离不开中国日益发展的经济状况，同时也与政府不
断加大的教育投资力度有关，随着越来越多的资金注入这一领域，推动了其大发
展大繁荣，但是教育行业也存在一系列普遍性的问题亟待解决，如教育培训机构
的市场定位不准确、经营项目过于传统和趋于同质化、跟风等问题。教育机构不
仅面临着机构发展定位不明确的问题，而且企业管理者的管理意识欠缺，缺乏科
学的管理体制和长远的战略规划，这些因素都成为影响和制约教育培训机构发展
的重要因素。如何使得教育机构在激烈的市场竞争中立于不败地位，就迫切需要
从战略性的管理角度出发对机构的发展进行明确定位
本论文以包头CQ英语培训学校为主要研究对象，首先介绍了研究问题提出的
背景，以及研究的意义和可行性，并在此基础上对国内外的研究成果进行梳理，
为本文的研究寻找可参考的营销理论，确定本文研究的背景和能够借鉴的研究成
果。其次以市场营销组合、合作营销、PEST分析、STP理论、SWOT分析等为理论
基础，对包头CQ英语培训学校的外部营销环境、行业发展环境以及内部营销环境
进行分析，应用SWOT 分析法对学校的自身的优势和劣势、所面临的机遇与威胁进
行分析并提出营销战略，进而采用STP方法对该公司所处的市场、目标市场以及
产品进行详细地定位分析，并尝试设计以该公司的产品和利润为目标的营销组合
战略计划。最后在得出该公司的营销战略后，尝试建立健全该营销策略的保障体
系，分别从组织机构的建立和完善、招商项目的组建和规划、融资渠道的拓宽与
教育教学内部管理等四个方面进行完善。通过本文的研究，以期为包头CQ英语培
训学校以及类似的教育培训机构提供借鉴与学习的经验
关键词：营销组合策略， SWOT分析，教育培训
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Abstract
With the rapid development of Chinese economy and increasing government
investment in education, educational training industry is booming in recent years.
Although more and more money has been injected to promote its development, there are
plenty of problems which are urgently to be solved existing in this industry, including
inaccurate marketpositioning, homogenization in management as well as blind follow.
At the same time, Some educational trainingorganizations face up to the problems of
undefined developmentorientation. Moreover, majority of business managers areshort of
strategic administration awareness and long-termstrategic planning. All the problems
above have become thekey factors influencing and restricting the further developmentof
educational training organizations. If these organizations want to stand an invincible
position in fierce market competition, they should be in sore need of clear-cut
orientation for organization development from the perspective of strategic management.
Taking BaoTou CQ English training school as the research object, this paper is
aimed at formulating a suitable marketing strategy by scientific approaches so as to help
enterprises gain overall competitive edges among educational training industry.In the
former part, the paper not only introduces the background, significance and feasibility
of the research, but also presents its research findings at home and abroad on this basis
in order to seek referable marketing theory for textual research, and confirm the
background information and referential research achievements.
Then, using different marketing theories, namely marketing mix, co-marketing,
PEST analysis, STP theory and SWOT analysis, as theoretical basis, the paper analyzes
the internal and external marketing environment as well as industry development
environment for BaoTou CQ English training school. Through SWOT analysis, the
advantages , disadvantages, opportunities and threats are stated, and marketing
strategies are put forward. And then, through STP analysis, the marketplace, target
market and product of this training school are analyzed in detail so as to take a stab at
designing marketing mix strategy aiming at good product and high profit.
At last, after forming the marketing strategy for this company, the paper manages
to establish and improve the safeguard system for this marketing strategy from four
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aspects, including establishing and perfecting institutional framework, organizing and
planning for project proposal in investment, broadening financing channels and inner
management in education and teaching.
Key words: marketing mix strategy, SWOT analysis theory, educational training.。