在我国社会经济高速发展的背景下，社会各阶层开始关注孩子的教育问题， 基础阶段教育对孩子的一生发展将发挥着不可忽视的作用。目前，绝大部分家 庭都开始针对孩子展开精英化教育，但由于我国教育资源分布不均，公办教育 资源匮乏和人们对优质教育资源的强烈需求形成了难以调和的矛盾，且这一矛 盾将会长期存在。为了实现对孩子全方位的精英化教育，越来越多的家长开始 寻找课外辅导机构，而课外辅导也成为家庭的刚性需求，我国市场中也涌现出 了一大批课外辅导机构，满足家长和学生对于课外辅导的需要。 兰州HAYX教育培训机构的成立时间较短，在本地教育市场中面临着诸多 竞争对手，既包括拥有雄厚实力的教育巨头，也包括并不具备办学资格的私人 辅导班。在激烈的市场竞争中，兰州HAYX教育培训机构面临着重重竞争压力， 鉴于其在兰州中小型辅导机构中极具典型性，通过机构所处营销环境及其营销 策略的系统性分析，能够为其他教育机构采取合理的营销策略提供参考。 本文首先分析了HAYX教育培训机构所处的外部环境，如政治环境、社会 文化环境、经济环境和技术环境；随后又基于SWOT理论进行了内部环境分析， 得出了HAYX教育培训机构竞争的优势、劣势、机会和威胁，并从本地区教育 辅导市场的实际情况出发，对竞争环境做了深入分析；最后罗列了HAYX教育 培训机构相关数据，运用市场细分理论对机构目标市场进行了细分，并进一步 评估了细分后的目标市场，找到HAYX教育培训机构的市场定位。依据上述研 究分析，从产品、人员管理、渠道、价格、促销、过程、有形展示等7个层面 出发，制定适合HAYX教育培训机构的营销组合策略及其保障措施。本文结尾 对全文的内容进行了归纳和总结，指出了本文研究中存在的局限性。 本文的研究成果可为HAYX教育培训机构及类似的教育培训机构开展市场 营销活动提供参考，以增强教育培训机构在市场中的核心竞争力，推动教育培 训机构的可持续发展。 关键词：教育培训，个性化辅导，营销策略 MBA学位论文 作者：段明辉 兰州HAYX教育培训机构市场营销策略研究 II THE MARKETING STRATEGY RESEARCH OF LANZHOU HAYX EDUCATION TRAINING ORGANIZATION Abstract Under the background of rapid social and economic development in China, all social strata begin to pay attention to children's education. Education in the foundation stage will play an important role in children's life development. At present, most families begin to carry out elite education for children. However, due to the uneven distribution of educational resources in China, the contradiction between the lack of public educational resources and people's strong demand for high-quality educational resources is hard to reconcile, and this contradiction will exist for a long time. In order to realize the all-round elite education for their children, more and more parents begin to look for after-school tutoring institutions, and after-school tutoring has also become the rigid demand of families. A large number of after-school tutoring institutions have emerged in the Chinese market to meet the needs of parents and students for after-school tutoring. Established in a relatively short time, Lanzhou HAYX education and training institution faces many competitors in the local education market, including both powerful education giants and private tutoring classes that are not qualified for running schools. In the fierce market competition, Lanzhou HAYX education training organization is facing heavy pressure of competition, in view of its typicality in small and medium-sized counseling organization in Lanzhou, through the systematic analysis of the marketing environment and marketing strategy of the Lanzhou HAYX education training institution, it can provide references for other educational institutions to take reasonable marketing strategies. This paper mainly studies the marketing environment of HAYX education and training institution. First, it analyzes the external environment of HAYX education and training institution, such as political environment, social and cultural MBA学位论文 作者：段明辉 兰州HAYX教育培训机构市场营销策略研究 III environment, economic environment and technical environment. Then, based on the SWOT theory, the internal environment is analyzed, and the competitive advantages, disadvantages, opportunities and threats of HAYX education and training institutions are obtained. Based on the actual situation of the local education guidance market, the competitive environment is thoroughly analyzed. Finally, relevant data of HAYX education and training institution are listed, market segmentation theory is used to segment the target market of the institutions, and the target market after segmentation is further evaluated to find the market positioning of HAYX education and training institutions. According to the target market and market positioning of the organization, the marketing mix strategy suitable for HAYX education and training institution can be formulated. This paper also proposes marketing strategies and safeguard measures from seven aspects, including product, personnel management, channel, price, promotion, process and tangible display. At the end of this paper, the contents of the whole paper are summarized as well as the limitations are pointed out. The research results of this paper can provide theoretical reference for HAYX education and training institution and similar education and training institutions to carry out marketing activities, so as to enhance the core competitiveness of education and training institutions in the market and promote the sustainable development of education and training institutions. Key Words: Educational training, Personalized training, Marketing strategy MBA学位论文 作者：段明辉 兰州HAYX教育培训机构市场营销策略研究 IV 目 录 中文摘要 ..................................................................................................... I Abstract ...................................................................................................... II 第一章 绪论 ............................................................................................... 1 1.1 研究背景 .................................................... 1 1.2 研究意义 .................................................... 2 1.2.1 理论意义 ................................................ 2 1.2.2 实践意义 ................................................ 2 1.3 研究内容及思路 .............................................. 2 1.4 研究方法 .................................................... 3 1.4.1 文献资料法 .............................................. 3 1.4.2 案例分析法 .............................................. 4 1.4.3 访谈法 .................................................. 4 第二章 相关理论及文献综述 .................................................................. 5 2.1 战略分析理论 ................................................ 5 2.2 营销理论 .................................................... 5 2.3 个性化教育理论 .............................................. 7 2.4 市场营销理论研究现状 ........................................ 8 2.4.1 国外研究现状 ............................................ 8 2.4.2 国内研究现状 ........................................... 10 2.4 本章小结 ................................................... 11 第三章 HAYX教育培训机构市场营销环境分析 ................................ 13 3.1 我国教育培训市场现状 ....................................... 13 3.2 HAYX教育培训机构外部环境分析 ............................. 18 3.2.1 政治环境 ............................................... 18 3.2.2 经济环境 ............................................... 19 3.2.3 文化环境 ............................................... 21 MBA学位论文 作者：段明辉 兰州HAYX教育培训机构市场营销策略研究 V 3.2.4 技术环境 ............................................... 21 3.3 HAYX教育培训机构内部环境分析 ............................. 22 3.3.1 HAYX教育培训机构简介 ................................. 22 3.3.2 基于SWOT理论的内部环境分析 ........................... 24 3.4 HAYX教育培训机构市场竞争环境分析 ......................... 27 3.4.1 现有竞争者的威胁 ....................................... 27 3.4.2 潜在进入者的威胁 ....................................... 29 3.4.3 替代品的威胁 ........................................... 30 3.4.4 来自供应商的议价能力 ................................... 31 3.4.5 来自消费者的议价能