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MBA毕业论文_MT教育公司少儿英语培训业务的营销策略研究DOC

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随着二孩政策的放开、民促法等利好政策的出台、以及 80、90 后父母对英 语启蒙的重视,现阶段少儿英语培训市场快速发展。然而随着新进入者的日益增 多,行业竞争也日趋激烈。MT 教育公司,作为一家深耕留学英语培训近三年的 机构,基于业务状况、自身优势及大集团并购的契机,也希望在市场需求和潜力 持续增长的情况下进入该培训领域。但在激烈的竞争中,如何通过设计合理的营 销战略、制定相应的组合策略成为决定其能否在少儿英语培训市场中取得成功的 关键因素。 本文以 MT 教育公司的少儿英语培训业务为研究对象,利用文献、对比、调 研分析法,将理论与实证相结合,同时运用 PEST 分析法、波特五力模型、SWOT 分析工具,从宏观环境、行业环境以及内部环境三个角度对 MT 教育公司进入少 儿英语培训领域的可能性和必要性两大要素做了细致全面的分析。在此基础上, 通过市场细分、目标市场选择、目标市场定位对 MT 教育公司少儿英语培训业务 进行了 STP 营销战略设计,进而制定了对应的营销组合策略,具体包括产品策 略、价格策略、渠道策略、以及促销策略。最后,本文提出了实施上述营销策略 对应的保障措施。 论文的研究宗旨是解决 MT 教育公司在少儿英语培训领域如何通过设计营 销战略、制定营销组合策略,帮助其应对市场激烈的竞争,获得公司的可持续发 展,这本身具有实际意义。同时本文的研究成果,也为国内开设少儿英语培训业 务的相关机构,在营销战略和策略层面提供了借鉴意义。 关键词,少儿英语培训,营销战略,营销组合策略 论文类型,应用研究浙江工业大学硕士学位论文 MT 教育公司少儿英语培训业务的营销策略研究 II RESEARCH ON THE MARKETING STRATEGY OF CHILDREN’S ENGLISH TRAINING BUSINESS IN MT COMPANY ABSTRACT With the liberalization of the two-child policy, the promulgation of policies such as the law on the Promotion of Private Education, as well as high attention paid by the generation after 80s and 90s to English enlightenment, the children's English training market has developed rapidly at this stage. However, with the increasing number of new entrants, industry competition is becoming increasingly fierce. MT Education Company has been engaged in English training for studying abroad students for nearly three years. Based on its business situation, own advantages and the opportunity of mergers and acquisitions by a large group, it intends to startup children’s English training because of the continuous growth of market demand and potential. However, how to design a reasonable marketing strategy and formulate a corresponding combination strategy in the fierce competition, becomes the key factor which determines its success in the children's English training market. This paper takes children's English training business of MT Company as the research object, combines the theory with the empirical analysis by using the methods of literature research, comparison and investigation. At the same time, it uses PEST analysis, Porter's Five Forces Model and SWOT tool to analyze the necessity and possibility of MT's entering into children's English training field from three aspects: macro-environment, industry environment and internal environment. On this basis, the paper designs the STP marketing strategy for the new business of MT Education through subdividing the whole industry market, and then uses 4Ps marketing theory to formulate the marketing mix strategy for MT from the aspects of product, price, channel and promotion. Finally, the paper puts forward a series of corresponding safeguard measures for MT Education company. The purpose of this paper is to solve the problem of how MT Education can cope with the fierce competition in the market and achieve the sustainable development by designing and formulating marketing strategies in the field of children's English浙江工业大学硕士学位论文 MT 教育公司少儿英语培训业务的营销策略研究 III training, which is of practical significance in itself. At the same time, the research results of this paper can also provide reference for relevant institutions of the sanme business in China from the aspects of marketing strategy. KEY WORDS: Children's English Training; Marketing Strategy (STP); Marketing Mix (4Ps) TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 MT 教育公司少儿英语培训业务的营销策略研究 IV 目 录 1 绪论....................................................1 1.1 选题背景和意义................................................1 1.1.1 选题背景..................................................1 1.1.2 选题意义..................................................1 1.2 研究方法......................................................2 1.2.1 文献分析法................................................2 1.2.2 对比分析法................................................2 1.2.3 调研分析法................................................2 1.3 研究思路和框架................................................3 2 营销理论、工具及文献研究................................4 2.1 营销管理的相关理论............................................4 2.1.1 STP 营销战略 ..............................................4 2.1.2 4Ps 营销组合策略 ..........................................5 2.2 营销研究的相关工具............................................6 2.2.1 PEST 分析法 ...............................................6 2.2.2 SWOT 分析 .................................................7 2.2.3 波特五力模型..............................................7 2.3 国内外文献研究................................................8 2.3.1 国外相关文献研究..........................................8 2.3.2 国内相关文献研究..........................................9 3 MT 公司少儿语培业务的营销环境分析 ......................12 3.1 MT 公司概况 ..................................................12 3.1.1 公司发展历程.............................................12 3.1.2 公司业务及架构...........................................12 3.2 业务开展的可能性分析.........................................13 3.2.1 宏观环境下的发展前景分析.................................13 3.2.2 行业环境下的痛点问题分析.................................19 3.2.3 竞争环境下的潜在机会分析.................................21 3.3 业务开展的必要性分析.........................................25 3.3.1 公司经营现状分析.........................................25 3.3.2 公司资源优势分析.........................................26 4 MT 少儿语培业务的 STP 营销战略设计 ......................28 4.1 市场细分(S—SEGMENTATION) ....................................28浙江工业大学硕士学位论文 MT 教育公司少儿英语培训业务的营销策略研究 V 4.1.1 学生年龄.................................................28 4.1.2 学习目的.................................................30 4.1.3 授课方式.................................................33 4.2 目标市场选择(T—TARGETING) ..................................34 4.2.1 目标市场选择依据.........................................34 4.2.2 目标市场选择结果.........................................36 4.3 目标市场定位(P—POSITIONING).................................36 4.3.1 目标市场 I 的定位 .........................................37 4.3.2 目标市场 II 的定位 ........................................37 5 MT 少儿语培业务的 4PS 营销组合策略制定 ..................39 5.1 产品策略.....................................................39 5.1.1 针对目标市场 I 的产品策略.................................39 5.1.2 针对目标市场 II 的产品策略................................41 5.2 价格策略.....................................................44 5.2.1 差别定价策略.............................................44 5.2.2 组合定价策略.............................................46 5.3 渠道策略.....................................................47 5.3.1 线下渠道策略.............................................47 5.3.2 线上渠道策略.............................................48 5.4 促销策略.....................................................49 6 MT 少儿语培业务营销策略实施的保障措施 ..................50 6.1 加强营销控制.................................................50 6.1.1 计划控制.................................................50 6.1.2 效率控制.................................................50 6.2 优化人员及团队...............................................51 6.2.1 调整组织架构.............................................51 6.2.2 建设营销团队.............................................52 6.2.3 打造师资团队.............................................53 6.3 完善制度建设.................................................53 6.3.1 管理制度的建设...........................................53 6.3.2 激励制度的建设...........................................54 结论.....................................................55