目前，我国政府正在逐步加强对所有学生全面发展的培养。拓展训练的活动不仅 仅存在于高等学校之中，同样也存在于全国各地的中小学之中。针对中小学的拓展培 训主要集中在体育方面，从更广泛的角度来看，课外活动和建立培训营也是中小学学 生的全面发展培训的方式。当前，中小学生生活中健康的一个积极、进步和文明的概 念就是学校的拓展训练，这反映了人们消费文化的演变和对时尚体验的追求。在过去 两年里，A 拓展培训公司汇集了一批高规格的拓展教师，并在拓展培训行业享有良好 声誉，是石家庄中小学户外拓展市场新晋的一匹“黑马”。然而，由于 A 拓展培训公 司自发展培训公司成立以来时间不长，与一些前拓展培训公司相比，销售渠道和手段 仍然存在巨大差异。 本文希望通过管理学研究方法，结合石家庄市中小学户外拓展市场环境和 A 拓展 培训公司自身的发展情况，制定最适合 A 拓展培训公司的发展策略，促进 A 拓展培 训公司在市场的发展，拥有更多的客户，享有盛誉。A 拓展培训公司围绕中小学生拓 展培训活动向市场提供服务，本文以此作为研究对象，在介绍相关概念及理论的基础 上，对 A 拓展培训公司中小学素质拓展产品营销环境进行分析，首先运用 PEST 分析 方法，对其宏观环境进行了分析，其次就 A 拓展培训公司的内部资源和能力进行了阐 述。在上述分析的基础上，运用 STP 市场分析理论，对市场进行细分，进而对目标市 场进行选择，在此基础上进行市场定位。鉴于 A 拓展培训公司的核心竞争力在于专业 的培训师和差异化教学，可以根据学校的情况提供不同价位、不同种类的服务。充分 运用 7P 营销理论，分别从产品策略、营销策略、渠道策略和促销策略等 7 个方面展 开研究，提出了一套符合 A 拓展培训公司的营销策略，提升培训项目的市场推广程度， 进一步深化营销管理水平，为 A 拓展培训公司中小学素质拓展产品的推广和销售提供 了思路。 关键字：素质拓展 营销策略 中小学生 营销环境 培训机构II ABSTRACT At present, our government is gradually strengthening the cultivation of all students' all-round development. Outward bound training activities are not only available in Colleges and universities, but also provided in primary and junior high schools all over the country. In primary and secondary schools, development training is mainly focused on sports. From a broader perspective, extracurricular activities and the establishment of training camps are also ways of comprehensive development training for primary and secondary school students. At present, a positive, progressive and civilized concept in the life of primary and secondary school students is school outward bound training, which reflects the evolution of people's consumption culture and the pursuit of fashion experience. In the past two years, a development training company has gathered a group of highly qualified teachers, and enjoys a good reputation in the development training industry. It is a new "black horse" in Shijiazhuang primary and secondary school outdoor development market. However, since a development training company has not been established for a long time, compared with some former development training companies, there are still great differences in sales channels and means. This paper hopes that through the management research method, combined with Shijiazhuang primary and secondary school outdoor development market environment and a development training company's own development situation, formulate the most suitable development strategy for a development training company, promote the development of a development training company in the market, have more customers, enjoy a high reputation. Based on the introduction of relevant concepts and theories, this paper analyzes the marketing environment of quality development products of primary and secondary schools of a development training company. Firstly, it uses PEST analysis method to analyze its macro environment, and then analyzes its internal resources and capabilities The force is described. On the basis of the above analysis, this paper uses Porter's five forces competition environment to analyze the industry competition environment of a development training company. Through the use of STP market analysis theory, the market is subdivided, and then the target market is selected. On this basis, the market positioning isIII carried out. In view of the core competitiveness of a development training company lies in professional trainers and differentiated teaching, it can provide different kinds of services at different prices according to the situation of the school. This paper makes full use of the 7p marketing theory, studies the product strategy, marketing strategy, channel strategy and promotion strategy respectively, and puts forward a set of marketing strategy in line with a development training company, which can enhance the marketing promotion degree of the training project, further deepen the marketing management level, and provide ideas for the promotion and sales of quality development products of primary and secondary schools of a development training company. Key words: quality development; Marketing strategy; Primary and secondary school students; Marketing environment; Training institutionsIV 目 录 摘要.........................I ABSTRACT...................... II 第一章 绪 论............1 1.1 研究背景和目的.1 1.1.1 研究背景..1 1.1.2 研究目的..2 1.2 研究意义.............2 1.2.1 现实意义..2 1.2.2 理论意义..2 1.3 研究综述.............3 1.3.1 国外研究现状.........................3 1.3.2 国内研究现状.........................4 1.3.3 研究述评..7 1.4 研究内容和方法.7 1.4.1 研究内容..7 1.4.2 研究方法..8 1.5 创新点.................8 第二章 相关概念和基础理论.......................9 2.1 相关概念..............9 2.1.1 素质拓展..9 2.1.2 体验式教育.............................9 2.1.3 市场营销10 2.2 理论基础...........10 2.2.1 STP 市场分析理论................10 2.2.2 7P 营销理论...........................12 2.2.3 PEST 分析理论......................13 第三章 A 拓展培训公司营销现状分析.....15 3.1A 拓展培训公司产品市场认知调查..............................15 3.1.1 调查目的15V 3.1.2 调查过程15 3.1.3 调查样本15 3.1.4 问卷内容16 3.1.5 调查结果16 3.2A 拓展培训公司产品营销存在的问题..........................20 3.2.1 培训队伍素质有待提升.......20 3.2.2 拓展培训环境不到位...........20 3.2.3 广告宣传缺乏吸引力...........21 3.2.4 定价制定缺乏科学性...........21 3.2.5 渠道建设能力薄弱...............21 3.2.6 培训项目缺乏差异性...........22 3.3A 拓展培训公司产品营销存在问题的原因分析..........22 3.3.1 缺乏营销战略定位...............22 3.3.2 市场竞争激烈.......................23 3.3.3 资金投入不足........................24 3.3.4 课程研发滞后.......................24 3.3.5 服务营销理念滞后...............24 第四章 A 拓展培训公司营销环境分析和市场定位................26 4.1 PEST 宏观环境分析........................26 4.1.1 政治环境26 4.1.2 经济环境27 4.1.3 社会文化环境........................28 4.1.4 科学技术环境.......................29 4.2 竞争环境分析.30 4.2.1 行业内现有竞争者分析.......31 4.2.2 潜在竞争者的进入能力分析..............................31 4.2.3 替代威胁分析.......................32 4.2.4 供应商议价能力分析...........33 4.2.5 客户议价能力分析...............33 4.3A 拓展培训公司内部资源和能力分析..........................34 4.3.1A 拓展培训公司简介............34 4.3.2 客户资源34VI 4.3.3 人力资源34 4.3.4 财务能力36 4.4 STP 分析............37 4.4.1 目标市场细分.......................37 4.4.2 目标市场选择.......................38 4.4.3 市场定位38 第五章 A 培训拓展公司 7P 营销策略........39 5.1 产品策略...........39 5.1.1 产品差异化策略...................39 5.1.2 打造鲜明的产品识别体系...40 5.2 价格策略..........41 5.2.1 对不同消费需求设定不同价位的产品..............41 5.2.2 对不同地区、不同时段的定价策略..................41 5.2.3 制定价格执行监督流程.......42 5.3 渠道策略...........42 5.3.1 广泛与学校建立合作关系...42 5.3.2 与新型互联网平台合作.......42 5.4 促销策略...........42 5.4.1 多平台联合促销...................43 5.4.2 服务推广43 5.5 人员策略...........44 5.5.1 师资模式44 5.5.2 培训师的聘用和培养...........44 5.6 过程管理策略...44 5.6.1 组建拓展培训项目的核心团队..........................45 5.6.2 做到合理分工相互合作.......45 5.6.3 建立完善拓展培训质量评价体系......................45 5.6.4 培养全员服务意识...............46 5.7 有形展示策略...46 5.7.1 建设品牌形象店...................46 5.7.2 服务有形化...........................47 5.7.3 提升企业和员工的职业化形象..........................48VII 第六章 结论和展望......49 6.1 结论...................49 6.2 展望...................49