摘要
随着 “减负”政策的实施，学生的课外时间越来越多，大庆市市民一直以来
又非常重视孩子的教育问题，大部分家庭已经不满足于学校教育，由此中小学校
外培训机构得到了前所未有的发展空间和机会。QC 培训机构是一家大庆市本土的
中小学校外培训机构，近年来发展迅速。随着大庆市校外培训市场的竞争日趋激
烈，如何运用有效的营销策略获得优势，成为 QC 培训机构需要考虑的现实问题。
本文以此为背景对 QC 培训机构进行市场定位，提出有效的营销策略建议。
本文在结合相关理论和国内外文献研究的基础上，对大庆市校外培训市场加
以分析，并根据市场细分进行市场定位，提出针对 QC 培训机构具有实际可操作性
的营销策略。本文分为五个部分：第一部分研究了论文的研究背景、目的及意义，
梳理了研究文献，确定了研究方法及内容结构；第二部分整理了校外培训及营销
的相关理论，为接下来的研究做准备；第三部分在对大庆市中小学校外培训市场
进行营销环境分析，具体分为宏观环境和微观环境，宏观环境包括政治、法律，
经济发展，社会文化，微观环境包括市场需求、供给和其他环境；第四部分对大
庆市中小学校外培训机构所在的市场进行细分，并针对 QC 培训机构的具体情况进
行目标选择和定位；第五部分根据 QC 培训机构的市场定位提出了相应的营销策
略，包括产品策略、价格策略、渠道策略、促销策略等，同时还应加强人员管理，
以提高 QC 培训机构的市场竞争力。
关键词：中小学；培训机构；校外培训；营销策略II
The marketing strategy research on QC training institutions in Daqing
ABSTRACT
With the implementation of the "burden" policy, more and more students&39; extracurricular
time, residents in Daqing has been also attaches great importance to the education problem of
children, most families have not satisfied the school education, the primary and secondary
schools outside the training organization obtained the unprecedented development space and
opportunities. The QC training institute is a primary and secondary school training institution
in Daqing, which has developed rapidly in recent years. As the outside training market in
Daqing increasingly fierce competition, how to use effective marketing strategy to gain
advantage, become QC training institutions need to consider the reality of the problem. In this
paper, the market positioning of QC training organization is put forward, and effective
marketing strategy is put forward.
In this paper, in combination with relevant theory, on the basis of literature research,
both at home and abroad for Daqing off-campus training market analysis, market positioning
and according to the market segmentation, puts forward practical operability of the marketing
strategy of QC training institutions. This paper is divided into five chapters: the first chapter
studies the background, purpose and significance of the research paper, and combing through
the research literature to determine the research method and content structure. The second
chapter organized the relevant theories of outside training and marketing, and prepared for
the next study. The third chapter in Daqing elementary and middle schools outside the
training market marketing environment analysis, concrete can be divided into macro
environment including political, legal, economic development, social and cultural aspects and
micro environment includes market supply and demand aspects; Chapter iv the market
segmentation of primary and secondary school outside schools in Daqing, and the target
selection and positioning of the specific situation of the QC training institution; The fifth
chapter, according to the market orientation of QC training institutions put forward the
corresponding marketing strategy, including product strategy, price strategy, channel strategy,
promotion strategy, etc., at the same time also should strengthen the personnel management,
in order to improve the market competitiveness of QC training institutions.
Key Words: Primary and secondary schools; Training institutions; Off-campus
training; Marketing strategyIII
目 录
摘要..........................................................................................................................................I
ABSTRACT .............................................................................................................................. II
目 录.......................................................................................................................................III
第 1 章 绪 论...........................................................................................................................1
1.1 研究背景、目的及意义............................................................................................... 1
1.1.1 研究背景........................................................................................................... 1
1.1.2 研究目的与意义............................................................................................... 2
1.2 国内外研究文献综述................................................................................................... 3
1.2.1 国外研究情况................................................................................................... 3
1.2.2 国内研究情况................................................................................................... 3
1.2.3 文献述评........................................................................................................... 4
1.3 研究方法及内容........................................................................................................... 5
1.3.1 研究方法........................................................................................................... 5
1.3.2 研究内容........................................................................................................... 5
第 2 章 校外培训与营销的相关概念.......................................................................................7
2.1 校外培训....................................................................................................................... 7
2.1.1 校外培训的界定............................................................................................... 7
2.1.2 校外培训市场................................................................................................... 7
2.1.3 校外培训机构................................................................................................... 8
2.2 培训营销...................................................................................................................... 8
2.2.1 市场营销........................................................................................................... 8
2.2.2 教育市场营销................................................................................................... 9
2.3 营销理论.................................................................................................................... 10
2.3.1 STP 理论 .......................................................................................................... 10
2.3.2 4Ps 理论 ........................................................................................................... 10
第 3 章 大庆市 QC 培训机构的营销环境分析.....................................................................11
3.1 营销的宏观环境分析................................................................................................. 11
3.1.1 政治、法律环境............................................................................................. 11
3.1.