I 摘要 营销战略是市场营销的纲领，通过了解营销战略环境，明确市场定位，实施营 销战略和目标。在新形势下，企业相关人员应该具有营销战略思维，转换营销模式， 明确战略实施的原因，提升战略管理质量，优化战略模式，在营销活动中，提高企 业的利润，发挥品牌效应。 国民经济迅速发展时期，我国的教育培训机构得以蓬勃发展，成为我国教育产 业中重要组成部分。本文对营销战略进行分析研究，以其定义和内涵为出发点，分 析其在民办教育培训机构中的应用情况，旨在为教育培训企业营销的实施提供新 战略，完善培训行业营销的理论应用，发挥更好的作用。当前，教育红利市场中培 训机构面临机遇和挑战，文章分析了从古至今国民教育的重要地位，同时梳理了 2020年全球疫情爆发后线下教育企业面临的新挑战，揭示了在国内外大型教育集 团夹击下的中小培训机构竞争力弱和定位不准的难题。本文介绍营销概念和理论， 比如PEST分析法、SWOT分析等，对于波特五力模型也做了相应的介绍，为战略 分析提供理论依据。在研究背景和理论梳理的基础上，深入剖析CH教育集团营销 环境中市场、竞争环境和SWOT的战略分析。文中聚焦CH教育集团营销问题， 通过内部访谈和问卷调查的方式了解存在的问题，从产品、价格、渠道、宣传等方 面详细剖析营销问题。探讨营销组合策略和STP 营销战略设计，为企业实践提供 全面的战略实施方案，具有启示意义。而且归纳了CH教育集团战略保障，加强营 销目标管理和队伍建设，提升智能化程度，变革多元化的营销渠道。最后，总结了 本文的研究结论和意义，并指出文中的局限。 关键词：营销策略； STP 营销战略设计；SWOT分析；营销战略保障 Abstract II Abstract Marketing strategy serves as a program to actualize marketing activities. The strategic marketing goals can only be obtained by investigating strategy environment, clarifying the strategic marketing position and implementing the marketing strategies. In order that a best brand of the enterprise be realized, the relevant personnel are required under the current circumstances, to have a good awareness of marketing strategy, be able to update the marketing model, make explicit of the reasons for the implementation of the strategy, enhance marketing strategy management, avail the optimized strategic model to marketing measures, and continuously increase the company’s profit. With the rapid development of the national economy, education and training institutions have flourished and become an important part of education industry in China. Based on the definition and connotation of marketing strategy, the current study researches on marketing strategy, analyzes its application in private education and training institutions, for the purpose of providing new strategies for the implementation of marketing in education and training enterprises, improving the theoretical application of marketing in the training industry, and eventually realizing a better role of marketing strategy in the education industry. Firstly, it points out the education market dividend for the training institutions in the current situation, mainly as the result of the importance traditionally attached to education in China, and reveals the new challenges faced by offline education companies after the global epidemic in 2020, including the positioning problems of small and medium-sized training institutions and their weakening competitiveness under the attack of gigantic domestic and foreign education groups. It reviews theories involved in marketing, such as PEST analysis and Porter's five forces analysis model, which provide a theoretical basis for the subsequent strategic analysis. Based on the research background and theoretical combing, it analyzes environment of competition of CH Education Group deeply, which includes the strategic analysis made through combining SWOT analysis factors. Moreover, it focuses on CH Education Group Marketing Issues and Strategic Research. Through interviews conducted within the enterprises for a better understanding of the marketing issues, the marketing issues are analyzed in great details, in terms of product managing, pricing, orienting, publicizing and so on. It focuses on the grouping strategy for marketing activities, including STP Abstract III marketing strategy design, for the purpose of providing a comprehensive strategy implementation plan for corporate practice, which is of enlightening significance. This leads to the strategic guarantee of CH Education Group and the proposals put forward to strengthen marketing target management, help with team building, enhance the degree of intelligence, and open up diversified marketing channels. Finally, it summarizes major findings of this research and its significance, and points out its limitations for further study. Keywords: marketing strategy; STP marketing strategy design; SWOT analysis; marketing strategy implementation guarantee 目 录 I 目 录 摘要 ... I Abstract . II 第1章 引言 ....................... 1 1.1 选题背景和意义 ... 1 1.1.1 选题背景 ..... 1 1.1.2 选题意义 ..... 2 1.2 研究内容和方法 ... 3 1.2.1 研究内容 ..... 3 1.2.2 研究方法 ..... 4 1.3 技术路线 ............... 4 1.4 国内外研究现状 ... 5 1.4.1 国外研究现状 ............................ 5 1.4.2 国内研究现状 ............................ 7 1.4.3文献述评 ...... 7 1.5 研究创新点 ........... 8 1.6 本章小结 ............... 8 第2章 市场营销战略理论综述 ...................... 9 2.1 基本概念 ............... 9 2.1.1 市场营销 ..... 9 2.1.2 市场营销战略 ............................ 9 2.2 相关理论 ............. 10 2.2.1 STP营销战略 ........................... 10 2.2.2 4P营销理论 11 2.2.3 PEST分析法 ............................. 12 2.2.4 SWOT 分析 .............................. 13 2.2.5 波特五力模型理论 .................. 13 2.3 本章小结 ............. 15 第3章 邯郸CH教育集团营销环境分析 ..... 16 3.1 邯郸CH教育集团发展历程与营销现状 ........................ 16 3.1.1 发展历程 ... 16 目 录 II 3.1.2 营销现状 ... 16 3.2 邯郸CH教育集团的外部环境分析 . 18 3.2.1 政治环境分析 .......................... 18 3.2.2 经济环境分析 .......................... 19 3.2.3 社会文化环境分析 .................. 20 3.2.4 技术环境分析 .......................... 21 3.2.5 竞争环境分析 .......................... 22 3.3 教育集团内部 SWOT 分析 ............. 25 3.3.1 优势 ........... 25 3.3.2 劣势 ........... 25 3.3.3 机遇 ........... 26 3.3.4 挑战 ........... 27 3.4 SWOT 矩阵分析 . 28 3.5 本章小结 ............. 29 第4章 邯郸CH教育集团营销问题 ............. 30 4.1 内部访谈 ............. 30 4.1.1 访谈部门确定 .......................... 30 4.1.2 访谈对象选取 .......................... 30 4.1.3 访谈提纲设计 .......................... 30 4.1.4 访谈具体实施 .......................... 31 4.2 营销问题 ............. 31 4.2.1 产品线单薄 .............................. 31 4.2.2 价格制定不合理 ...................... 33 4.2.3 落伍的营销手段和渠道 .......... 34 第5章 邯郸CH教育集团营销战略制定 ..... 35 5.1 邯郸CH教育集团STP 营销战略 ... 35 5.1.1 市场细分 ... 35 5.1.2目标市场选择 ........................... 39 5.1.3 市场定位 ... 41 5.2 邯郸CH教育集团营销策略 ............. 41 5.2.1 产品优化策略 .......................... 41 5.2.2 价格优化策略 .......................... 42 5.2.3 渠道优化策略 .......................... 42 5.2.4 促销优化策略 .......................... 43 目 录 III 5.3 本章小结 ............. 44 第6章 邯郸CH教育集团战略实施保障 ..... 45 6.1 组织保障 ............. 45 6.2 人力保障 ............. 46 6.3 资金保障 ............. 46 6.4 技术保障 ............. 46 6.5 本章小结 ............. 47 结 论 48。。。。。。以下内容略