I 摘要 随着改革开放的不断深化，中国已将教育供给侧结构性改革提上日程，并逐步有序 推进。发展民办教育，丰富办学主体已成为社会共识，政府通过颁布法律法规、出台政 策条款，提升民办教育地位，为民办学校办学营造良好环境。随着中国市场的进一步开 放，以及“一带一路”倡议的推进，从宏观层面来讲，国家对英语人才的需求不会减少， 而西安市作为一带一路的桥头堡，其英语人才需求同样可观。因此，西安市内英语培训 机构间的竞争会日益激烈，在此状况下，思考如何优化营销策略以提升自身竞争力显得 尤为重要。 本文围绕 HD 少儿英语培训机构市场营销策略优化这一课题，在总结国内外学者研 究现状以及相关理论的基础上，确定了研究思路、行文结构以及研究方法。其次，先后 分析了 HD 少儿英语的市场营销现状、顾客满意度、市场营销宏观环境以及微观市场环 境，并通过 SWOT 分析法对上述分析工作加以总结。最后，依据 SWOT 的分析结果， 在分析了机构的市场定位策略之后，基于 4C 理论，对 HD 少儿英语的市场营销策略进 行了优化研究。研究结果显示： 第一，独特的教学理念、优良的教学环境、高质量的师资队伍以及顾客对其教学水 平的高认可度是 HD 少儿英语在英语培训市场中的主要竞争优势；第二，课程设置和定 价方案单一、互联网营销利用的不充分、服务质量不高以及学习中心的数量偏少都是 HD 少儿英语现阶段的主要竞争劣势；第三，国家政策对民办教育的利好，英语培训行业市 场尚未饱和，需求依旧旺盛，以及新技术变革促进教育培训产业的不断升级都能为 HD 少儿英语的发展提供机会；第四，竞争者实力的不断增强，替代品的日益盛行，以及可 能存在的政策风险是 HD 少儿英语面临的主要威胁。 关键词：HD 少儿英语，4C 理论，SWOT 分析，营销策略优化ABSTRACT III ABSTRACT With the deepening of reform and opening up, China has put the structural reform of the education supply side on the agenda, and gradually promoted it in an orderly manner. It has become a social consensus to develop private education and enrich the main body of running schools. The government promotes the status of private education by promulgating laws and regulations and promulgating policies and provisions, so as to create a good environment for private schools. With the further opening of the Chinese market and the promotion of the one belt and one way initiative, the demand for English talents will not be reduced from a macro level. As a bridgehead along the way, the demand for English talents in Xi'an is also considerable. Therefore, the competition among English training institutions in Xi'an will become increasingly fierce. In this situation, it is particularly important to think about how to optimize marketing strategies to enhance their competitiveness. Focusing on the topic of marketing strategy optimization of HD children English training institutions, this paper, on the basis of summarizing the research status and relevant theories of scholars at home and abroad, determines the research ideas, writing structure and research methods. Secondly, it hasanalyzed the marketingstatus,customer satisfaction, macro and micro marketing environment of HD, and summarized the above analysis work through SWOT analysis method. Finally, according to the SWOT analysis results, after analyzing the market positioning strategy of the organization, based on 4C theory, the marketing strategy of HD is optimized. The results show that: Firstly, the main competitive advantages of HD in the English training market are unique teaching ideas, excellent teaching environment, high-quality teachers and high recognition of their teaching level by customers. Secondly, the single curriculum and pricing scheme, inadequate use of Internet marketing, low quality of service and the small number of learning centersareallthepresent levelsofHD.The maincompetitivedisadvantageofthesection;Third,西北大学硕士学位论文 IV the national policy is good for the education and training industry, the English training industry market is not yet saturated, the demand is still strong, and the new technologyreform promotes the upgrading of the education and training industry are all opportunities for the development of HD; Fourth, the growing strengthof competitors, the growing popularityof alternatives, and the Possible policy risks are major threats to HD. Key words: HD children English training institutions, 4C theory, SWOT analysis, Marketing strategy optimization目录 V 目录 摘要................................................................................................................................I ABSTRACT.................................................................................................................III 目录..............................................................................................................................V 第一章 导论 .................................................................................................................1 1.1 选题背景及意义.............................................................................................1 1.1.1 选题背景..............................................................................................1 1.1.2 选题意义..............................................................................................2 1.2 国内外研究现状.............................................................................................3 1.2.1 国内研究现状.......................................................................................3 1.2.2 国外研究现状.......................................................................................3 1.2.3 研究现状分析.......................................................................................4 1.3 研究思路及方法选择......................................................................................5 1.3.1 研究思路..............................................................................................5 1.3.2 论文结构..............................................................................................5 1.3.3 研究方法..............................................................................................6 1.4 本文的主要贡献.............................................................................................7 第二章 相关理论综述..................................................................................................9 2.1 市场营销及策略的概念界定...........................................................................9 2.1.1 市场营销..............................................................................................9 2.1.2 市场营销观念的演变.........................................................................10 2.2 STP 理论........................................................................................................10 2.2.1 市场细分............................................................................................10 2.2.2 目标市场............................................................................................ 11 2.2.3 市场定位............................................................................................ 11 2.3 4C 营销理论 ..................................................................................................12西北大学硕士学位论文 VI 2.3.1 客户策略............................................................................................12 2.3.2 成本策略............................................................................................13 2.3.3 便利策略............................................................................................13 2.3.4 沟通策略............................................................................................13 第三章 HD 少儿英语培训机构营销现状分析...........................................................15 3.1 HD 少儿英语培训机构简介..........................................................................15 3.1.1 HD 少儿英语培训机构品牌介绍........................................................15 3.1.2 HD 西安分部运营情况简介................................................................15 3.2 HD 少儿英语培训机构市场营销现状...........................................................16 3.2.1 现有课程设置.....................................................................................17 3.2.2 课程定价现状.....................................................................................18 3.2.3 为顾客提供便利现状.........................................................................18 3.2.4 与顾客沟通现状.................................................................................19 3.3 顾客满意度调查分析....................................................................................20 3.3.1 调查问卷介绍.....................................................................................21 3.3.2 描述性统计分析.................................................................................21 3.3.3 相关性分析 ........................................................................................23 3.4 HD 少儿英语营销现状总结..........................................................................25 第四章 HD 少儿英语培训机构营销环境分析...........................................................27 4.1 市场营销宏观环境分析.................................................................................27 4.1.1 政治环境分析.....................................................................................27 4.1.2 经济环境分析.....................................................................................28 4.1.3 社会环境分析.....................................................................................29 4.1.4 技术环境分析.....................................................................................29 4.2 微观市场环境分析 .......................................................................................30 4.2.1 现有竞争者竞争力分析.....................................................................30 4.2.2 潜在竞争者进入能力分析.................................................................32 4.2.3 替代品替代能力分析.........................................................................32目录 VII 4.2.4 购买者讨价还价能力分析.................................................................33 4.2.5 供应商讨价还价能力分析.................................................................33 4.3 SWOT 分析....................................................................................................33 4.3.1 HD 少儿英语自身优势分析................................................................34 4.3.2 HD 少儿英语自身劣势分析................................................................35 4.3.3 HD 少儿英语外部机会分析................................................................36 4.3.4 HD 少儿英语外部威胁分析................................................................37 4.3.5 SWOT 组合分析 .................................................................................37 第五章 HD 少儿英语培训机构营销策略优化...........................................................39 5.1 基于 STP 理论的市场定位策略选择............................................................39 5.1.1 英语培训市场细分.............................................................................39 5.1.2 HD 少儿英语目标市场选择................................................................39 5.1.3 HD 少儿英语市场定位 .......................................................................39 5.2 基于 SWOT 分析及 4C 理论的营销策略优化.............................................40 5.2.1 客户策略优化.....................................................................................40 5.2.2 成本策略优化.....................................................................................41 5.2.3 便利策略优化.....................................................................................42 5.2.4 沟通策略优化.....................................................................................43 第六章 总结及展望....................................................................................................45 6.1 全文总结.......................................................................................................45 6.2 研究不足之处及展望....................................................................................46 致谢.............................................................................................................................47