I 摘要 近年来以智能移动终端、移动数字网络技术、互联网云计算和大数据为核心 的信息技术的井喷式涌现出现和互联网络的兴起，在线学习的便捷使之成为了当 下学习的一种趋势，愈来愈多的人们开始习惯通过网络在线学习。市场资本和一 流的互联网企业相继将目光聚集到在线培训这一近几年飞速发展最具潜力的互联 网行业。在培训市场运用当下的新技术作为其发展的新思路的前提背景下，本文 以“互联网+”的网络思维模式来分析其对 XY 职业技术学校的营销策略所产生的 作用。通过对整个行业的大数据深入解析，结合“互联网+”发展态势与成都区域 内职业教育培训市场特点，针对满足消费者培训消费需求的多样化提出与之相适 应的线上营销策略方案，为 XY 职业培训学校创造更高的品牌价值和销售盈利。 本论文所研究的问题、研究的意义和研究方法，阐明论文的研究思路和框架是基 于其研究背景所提出的。通过对海内外行业现状的剖析及营销组合理论、差异化 战略理论等的学习和运用，分析当下职业教育培训的行业环境。 利用 PEST 模型 分别从四个方面分析该培训学校所处的宏观环境，运用 SWOT 分析方法分析该培 训学校的内部优势、劣势和外部的机会和威胁等，从中得出一系列相应的结论。 并结合移动互联网在新时代下的特性，思考和制定该培训学校之后的营销策略及 该方案有效实施的保障方案。本文在文章末尾归纳了此次研究内容并其有待改良 之处，以备未来对此方向进行更深入的研究。 关键词，“互联网+”；营销策略；SWOT 分析；职业培训学校ABSTRACT II ABSTRACT In recent years, the emergence of information technology with intelligent mobile terminals, mobile digital network technology, Internet cloud computing and big data as the core has emerged and the emergence of the Internet. The convenience of online learning has become a trend of learning. More and more people are getting used to learning online through the Internet. Market capital and first-class Internet companies have set their sights on online training, the Internet industry with the most potential development in recent years. In the context of the training market using the current new technology as a new idea of its development, this paper analyzes its role in the marketing strategy of XY vocational and technical schools with the Internet + network thinking mode. Through in-depth analysis of the big data of the whole industry, combined with the development trend of Internet + and the characteristics of the vocational education and training market in Chengdu, the online marketing strategy plan is adapted to meet the diversification of consumer training consumer demand. XY Vocational Training School creates higher brand value and sales profitability. The problems, research significance and research methods studied in this thesis clarify that the research ideas and framework of the paper are based on the research background. Through the analysis of the status quo of the industry at home and abroad, the combination of marketing mix theory and differentiated strategic theory, the industry environment of current vocational education and training is analyzed. The PEST model is used to analyze the macro environment of the training school from four aspects, and the SWOT analysis method is used to analyze the internal advantages, disadvantages and external opportunities and threats of the training school, and draw a series of corresponding conclusions. Combined with the characteristics of the mobile Internet in the new era, the marketing strategy after the training school and the guarantee scheme for the effective implementation of the program are considered and formulated. At the end of the article, the paper summarizes the content of this research and needs to be improved, in order to carry out more in-depth research on this direction in the future. Keywords: Internet +； marketing strategy； SWOT analysis； vocational training school目 录 III 目 录 第一章 绪论.....................................................................................................................1 1.1 选题背景.............................................................................................................1 1.2 研究意义.............................................................................................................1 1.3 研究目标和研究内容.........................................................................................2 1.4 研究方法和技术路线.........................................................................................3 1.5 本文创新点.........................................................................................................3 第二章 相关理论及文献综述.........................................................................................5 2.1 相关概念综述.....................................................................................................5 2.1.1 “互联网+”内涵、特点与优势...........................................................7 2.1.2 营销组合理论 .........................................................................................7 2.1.3 营销战略相关理论 .................................................................................8 2.2 国内外职业技能培训现状研究.........................................................................9 2.2.1 国内职业技能培训研究综述 .................................................................9 2.2.2 国外职业技能培训研究综述 ...............................................................10 2.3 职业技能培训发展趋势...................................................................................13 第三章 XY 职业培训学校营销环境分析 ....................................................................14 3.1 XY 职业培训学校概况及特点.........................................................................14 3.1.1 XY 职业培训学校概况 .........................................................................14 3.1.2 XY 职业培训学校自身特点 .................................................................14 3.2 XY 职业培训学校的宏观环境分析.................................................................16 3.2.1 社会文化环境分析 ...............................................................................16 3.2.2 政策法律环境分析 ...............................................................................17 3.2.3 经济环境分析 .......................................................................................18 3.2.4 科学技术环境分析 ...............................................................................18 3.3 XY 职业培训学校的微观环境分析.................................................................18 3.3.1 企业自身的各种因素 ...........................................................................18 3.3.2 竞争者 ...................................................................................................19 3.3.3 市场营销渠道企业 ...............................................................................20 3.3.4 顾客 .......................................................................................................20 3.3.5 社会公众 ...............................................................................................21目 录 IV 3.4 XY 职业培训学校的 SWOT 分析 ...................................................................21 3.4.1 优势分析 ...............................................................................................21 3.4.2 劣势分析 ...............................................................................................22 3.4.3 机会分析 ...............................................................................................23 3.4.4 威胁分析 ...............................................................................................23 3.4.5 SWOT 分析总结....................................................................................24 3.5 XY 职业培训学校学员问卷调查.....................................................................24 3.5.1 设计问卷 ...............................................................................................24 3.5.2 消费者特质分析 ...................................................................................25 3.5.3 消费者产品选择原因及购买决策分析 ...............................................26 3.5.4 广告效果评估分析 ...............................................................................27 3.5.5 调查问卷总结 .......................................................................................29 第四章 XY 职业培训学校现状分析 ............................................................................30 4.1 XY 职业培训学校营销存在的问题分析.........................................................30 4.1.1 营销策略的制定不完善 .......................................................................30 4.1.2 营销理念落后 .......................................................................................30 4.1.3 营销手段单一 .......................................................................................31 4.1.4 学员服务系统不完善 ...........................................................................31 4.2 XY 职业培训学校营销存在的问题原因分析.................................................32 4.2.1 营销策略问题分析 ...............................................................................32 4.2.2 与潜在学员的识别与沟通分析 ...........................................................33 4.2.3 在读学员服务系统分析 .......................................................................33 4.2.4 毕业学员的维护分析 ...........................................................................34 4.3 XY 职业培训学校发展历程分析.....................................................................34 4.4 XY 职业培训学校员工调查问卷现状分析.....................................................36 4.2.1 设计问卷 ...............................................................................................36 4.2.2 课程的教学水平情况分析 ...................................................................36 4.2.3 受访员工对学校的营销现状调查分析 ...............................................37 4.2.4 受访员工对学校未来的展望和营销思路分析 ...................................38 4.2.5 调查问卷总结 .......................................................................................39 第五章 XY 职业培训学校营销策略的制定与保障 ....................................................40 5.1 XY 职业培训学校的营销理论的选择.............................................................40 5.2 XY 职业培训学校服务营销活动的目标.........................................................42目 录 V 5.3 XY 职业培训学校服务营销策略的制定.........................................................42 5.3.1 精益求精的产品策略 ...........................................................................42 5.3.2 灵活的价格策略 ...................................................................................44 5.3.3 高效的促销策略 ...................................................................................45 5.3.4 丰富的渠道策略 ...................................................................................46 5.3.5 全员服务策略 .......................................................................................47 5.3.6 服务流程的改善策略 ...........................................................................49 5.3.7 互联网特色的有形展示策略 ...............................................................50 5.4 XY 职业培训学校服务营销策略的保障措施.................................................51 5.4.1 互联网营销思维的重塑 .......................................................................51 5.4.2 拓宽学校的融资渠道，增加资金投入 ...............................................51 5.4.3 增强学校的硬件设施和师资力量 .......................................................52 5.4.4 加强学校教学管理 ...............................................................................52 第六章 结论...................................................................................................................54 6.1 主要结论...........................................................................................................54 6.2 论文不足及未来展望.......................................................................................55 致谢.............................................................................................................................56