在近三十年来，教育培训行业扬起风帆迅速发展，市场量已达万亿。国 家政策的支持、家长对教育的不断重视吸引了越来越多的目光，也导致了市 场 中竞争的不断加剧。 目前，教育培训机构层见叠出，消费者的选择不断增多，因此，培训机 构自身要不断增强其市场营销的能力，优化自身资源，明确市场定位，才能 在竞争中 立足。同时也使得教育培训机构的发展面临着诸多的挑战。通过对 此课题的研究，希望可以帮助教育培训机构在此纷繁的大环境下保有一席生 存之地，增加机构的收益。通过对 其现行的营销策略进行改进，找到在此背 景下更适合机构的营销策略，除了可以帮助机构更好的发展外，同时可以为 同类的机构在制定营销策略时起到一定的借鉴意义，对于国 内有关此研究的 文献起到补充说明的意义。 本文以哈尔滨市X教育培训机构为具体案例，在相关理论的指导下对其 营销现状进行分析。利用PEST模型对其外部环境进行分析，利 用波特五力 模型对其竞争环境进行分析，利用SWOT模型对其自身资源进行客观的分 析，其次利用STP理论及7Ps理论对其目前的目标市场及营销策略进行分析， 找出其不足及尚可 改进的细节。过程中采用问卷调查法及访谈法作为有力佐 证，再次对其不足之处做出对应的改进，结合网络时代的发展特点，提供具 体的解决办法，得出了产品、定价上要注重 差异性，渠道、营销上注重多样 化，人员、环境要不断优化。教育营销属于服务营销，强调了培训机构想要 扩大自身的竞争力应从内部入手，注重员工的发展，由内而外形成一 个良性 的循环，促使机构树立一个良好的品牌形象。通过机构自身及外部的资源对 改进策略的实施进行有效地保障，最终使得机构发展得更好，同时为其他同 类型培训机构的发 展提供可供参考的借鉴方案。 关键词：教育；培训；营销策略；品牌形象 哈尔滨工业大学工商管理硕士学位论文 -II- Abstract Inthepastthreedecades,theeducationandtrainingindustryhasdeveloped rapidlyandthemarketvolumehasreachedonetrillion.Thesupportofnational policiesandtheconstantattentionofparentstoeducationhaveattractedmore andmoreattention,andhavealsoledtoconstantcompetitioninthemarket. Intensify. Atpresent,educationandtraininginstitutionshaveemergedatan ever-increasinglevel,andconsumers'choicesareconstantlyincreasing. Therefore,traininginstitutionsthemselvesmustconstantlyenhancetheir marketingcapabilities,optimizetheirresources,anddefinetheirmarket positioninginordertogainafootholdinthecompetition.Atthesametime,the developmentofeducationandtraininginstitutionsisfacingmanychallenges. Throughtheresearchonthistopic,Ihopethatitcanhelpeducationandtraining institutionstomaintainaplaceforsurvivalinthiscomplicatedenvironmentand increasetherevenueoftheinstitutions.Byimprovingitscurrentmarketing strategyandfindingamarketingstrategythatismoresuitablefortheinstitution inthiscontext,inadditiontohelpingtheinstitutiondevelopbetter,itcanalso provideacertainreferenceforsimilarinstitutionsinformulatingmarketing strategies.Ithasasupplementarysignificancetothedomesticliteratureonthis research. ThisarticletakestheHarbinXEducationandTrainingInstitutionasa specificcase,analyzesitsmarketingstatusundertheguidanceofrelevant theories,usesthePESTmodeltoanalyzeitsexternalenvironment,usesthe Porterfiveforcemodeltoanalyzeitscompetitiveenvironment,andusesSWOT Themodelperformsanobjectiveanalysisofitsownresources,andthenuses STPtheoryand7Pstheorytoanalyzeitscurrenttargetmarketandmarketing strategytofindoutitsdeficienciesanddetailsthatcanbeimproved.Inthe process,questionnairesandinterviewsareusedasWehavestrongevidenceto makecorrespondingimprovementsonceagain,combinedwiththedevelopment characteristicsoftheInternetera,andprovidespecificsolutions.Itisconcluded thatproductsandpricingmustfocusondifferences,channelsandmarketing 哈尔滨工业大学工 商管理硕士学位论文 -III- focusondiversity,andpersonnel,Theenvironmentmustbecontinuously optimizedcationmarketingbelongstoservicemarketing.Itemphasizesthat traininginstitutionsthatwanttoexpandtheircompetitivenessshouldstartfrom theinside,payattentiontothedevelopmentofemployees,formavirtuouscircle fromtheinsideout,andpromotetheinstitutiontoestablishagoodbrandimage. Effectivelyimplementimprovementstrategiesthroughtheorganization'sown andexternalresourcesSecurity,andultimatelymakestheinstitutional developmentbetter,butprovideusefulreferenceforthedevelopmentofother programsthesametypeoftraininginstitutions. Keywords： Education,Training,Marketingstrategy,Thebrandimage 哈尔滨工业大学工商管理硕士学位论文 -IV- 目录 摘 要...............................................................................................................................I Abstract............................................................................................................................II 第1章绪 论.................................................................................................................1 1.1研究背景及目的和意 义......................................................................................1 1.1.1研究背 景........................................................................................................1 1.1.2研究目 的........................................................................................................3 1.1.3研究意 义........................................................................................................4 1.2国内外研究现状及评 述......................................................................................5 1.2.1国外研究现 状................................................................................................5 1.2.2国内研究现 状................................................................................................6 1.2.3研究现状评 述................................................................................................7 1.3主要研究内容及研究方 法.................................................................................8 1.3.1研究内 容........................................................................................................8 1.3.2研究方 法........................................................................................................9 1.3.3论文框架结 构.............................................................................................10 第2章X机构的营销环境及现状分 析....................................................................11 2.1X教育培训机构概 况........................................................................................11 2.1.1X教育培训机构的简 介............................................................................11 2.1.2组织构 架......................................................................................................11 2.1.3服务流 程......................................................................................................12 2.2X教育培训机构的营销环境分 析..................................................................13 2.2.1基于PEST模型的宏观环境分 析............................................................13 2.2.2基于五力模型的营销竞争环境分析.......................................................16 2.2.3基于SWOT模型的自身竞争力分析......................................................19 2.3X教育培训机构的营销现状分 析..................................................................20 2.3.1业务现 状......................................................................................................21 2.3.2市场细分及目标市 场.................................................................................24 2.3.3市场定 位......................................................................................................26 2.3.4现行营销策略分 析.....................................................................................28 2.3.5客户满意度问卷调查及其结 果...............................................................29 哈尔滨工业大学工商管理硕士学位论文 -V- 2.4X机构营销存在的问题及成因分 析..............................................................31 2.4.1特色产品不明 晰.........................................................................................31 2.4.2定价及折扣混 乱........................................................