摘要
摘要
目前，我国互联网技术发展非常迅速和普及。随着我国互联网+概念的提出，
越来越多的人们开始重视 IT行业的教育和学习。我国的 IT培训机构也随之应运
而生，从刚开始的 IT行业到现在的火热的区块链以及少儿编程等方面，都体现
出 IT教育已经成为我们生活的一部分，这样一来 IT行业的教育培训机构也随之
发展起来。
本文立足我国 IT培训市场，以 DN教育集团重庆分公司为主要研究对象，
分别采用了波特五力分析模型、PEST分析模型和 SWOT分析模型就 DN教育集
团重庆分公司营销环境和 IT培训项目发展过程中存在的营销问题展开了深入全
面的研究。依据服务营销理论对该集团的营销策略进行深入分析，结合问卷调
查法和访谈研究法，发现 DN教育集团重庆分公司 IT培训项目存在课程更新能
力较弱、价格策略过于简单、营销渠道效率较低、促销策略陈旧落后、服务过
程有待改进、人员能力和有形展示有待提高等问题。进一步，通过对比研究法
结合定性研究，为研究对象存在的问题提出相应的改进策略。
本文旨在通过相关研究，探寻出一条适用于IT培训业的科学营销管理理念
和营销方式，并将其中具有普遍适用性的规律推广到其他教育培训行业当中，
寻求符合教育培训行业的服务营销，提高营销效率和质量，使其拥有健康发展
的模式和途径。
关键词：DN教育集团重庆分公司；IT培训服务营销；对策
I
Abstract
Abstract
At present, China’s Internet technology is gaining its popularity. With the
introduction of China’s Internet + concept, more and more people are beginning to
pay attention to the education and the study of the IT industry. With the rapid
development of China's IT industry, IT education and training institutions arise. IT
education has become part of our lives from IT industry to the current blockchain and
childern’sprogramming. Therefore,ITinstitutions developinarapid pace
accordingly.
This paper, based on China's IT training market, takes DN Education Group
Chongqing Branch as the main research object, respectively adopts Porter's FIVE
Forces analysis model, PEST analysis model and SWOT analysis model to carry out
in-depth and comprehensive study on the marketing environment and marketing
problems in the development process of IT training programs of DN Education Group
Chongqing Branch. Based on the service marketing theory, this paper makes an
in-depth analysis of the group's marketing strategy. Combining questionnaire survey
and interview research, it is found that the IT training project of DN Education Group
Chongqing Branch has some problems, such as weak course updating ability, too
simple price strategy, low efficiency of marketing channel, outdated and backward
promotion strategy, service process to be improved, personnel ability and tangible
display to be improved. Further, through the comparative research method combined
with qualitative research, corresponding improvement strategies are proposed for the
existing problems of the research object by this paper.
This thesis explores a scientific marketing management concept and marketing
method applicable to the IT training industry through relevant research, and extends
the generally applicable rules to other education and training industries to seek a
service marketing that is in line with the education and training industry, improve
marketing efficiency and quality, and make sure it has a healthy mode and path for
development.
II
Abstract
Key words: DN Education Group Chongqing Branch; IT training service
marketing; counter measures
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