I 摘要 随着我国对教育事业的支持与发展，很多教育培训机构涌入市场，竞争越 来越大，学员需求不断变化，很多培训机构为此陷入了营销瓶颈。面临着市场 环境与竞争环境的双重变化，培训机构更应该注重营销策略的研究，特别是精 准营销的研究。南昌L教育培训机构在营销上的管理以及营销理念还比较落后， 尤其是在在营销策略的制定上还存在很大缺陷。通过制定优势的营销策略以及 将精准营销的先进理念融入到教育行业的发展中去，以此来使得很多的教育机 构走出定位不准确的误区，改变传统单一营销模式的弊端，实现更好的发展。 通过分析南昌L教育培训机构精准营销的研究背景和意义,归纳论文的研究 方法和研究对象，根据国内外文献综述,分析该课题研究的现状及局限性，作为 本研究的出发点，并将精准营销的理论贯穿于整个论述体系中。拟解决南昌L 教育培训机构在发展中出现的问题，构建了学员信息管理精细化体系，并提出 了南昌L教育培训机构的精准营销组合策略，探讨了南昌L教育培训机构精准 营销的实施,旨在建立一套适合南昌教育培训机构特点的精准营销经营模式。 关键词：精准营销；教育培训机构；营销策略 Abstract II ABSTRACT With the support and development of education in our country, many educational and training institutions are pouring into the market, the competition is increasing, the demand of customers is changing, and many training institutions are caught up in the marketing bottleneck for this. Facing the double change of market environment and competitive environment, enterprises should pay more attention to the research of marketing strategy, especially the research of precision marketing. Nanchang L Education and training institutions in the marketing management and marketing philosophy is still relatively backward, especially in the development of marketing strategies there are still a lot of defects. Through the precise application of marketing strategy and precision marketing, so that the education and training institutions out of the market positioning and subdivision is not accurate, customer communication is too single and other marketing models, so as to enhance the competitiveness of enterprises. By analyzing the research background and significance of precision marketing in Nanchang L education and training institutions, summarizing the research methods and research objects of the thesis, analyzing the present situation and limitation of the research on this subject according to the literature review at home and abroad, as the starting point of this research, and the theory of precision marketing runs through the whole discussion system. This paper intends to solve the problems in the development of Nanchang L education and training institutions, constructs the fine system of customer information management, puts forward the precise marketing combination strategy of Nanchang L education and training institutions, and probes into the implementation of precision marketing of Nanchang L education and training institutions, aiming at establishing a set of precise marketing business model suitable for the characteristics of Nanchang education and training institutions. Key Words: precision marketing; educational training institutions; marketing strategy 目录 III 目录 第1章 绪论 ................................................................................................................. 1 1.1 选题的背景和意义 ...................................................................................... 1 1.1.1 选题的背景 ........................................................................................ 1 1.1.2 选题的意义 ........................................................................................ 1 1.2 国内外研究现状 .......................................................................................... 2 1.2.1 国外研究现状 .................................................................................... 2 1.2.2 国内研究现状 .................................................................................... 3 1.3 研究思路与方法 .......................................................................................... 5 1.3.1 研究思路 ............................................................................................ 5 1.3.2 研究方法 ............................................................................................ 5 1.4 研究创新与不足 .......................................................................................... 6 1.4.1 研究创新点 ........................................................................................ 6 1.4.2 研究不足点 ........................................................................................ 6 第2章 相关理论 ......................................................................................................... 7 2.1传统市场营销基本理论 ............................................................................... 7 2.1.1 4P营销理论 ........................................................................................ 7 2.1.2 4C营销理论 ....................................................................................... 8 2.1.3 4R营销理论 ....................................................................................... 8 2.2 精准营销的基本理论 .................................................................................. 9 2.2.1 精准营销的定义与特征 .................................................................... 9 2.2.2 精准营销的市场细分理论 .............................................................. 10 2.3 SWOT理论 ................................................................................................. 10 2.4 STP理论 ..................................................................................................... 11 第3章 南昌L教育培训机构营销现状与问题 ....................................................... 12 3.1 南昌L教育培训机构概述........................................................................ 12 3.1.1 成立背景 .......................................................................................... 12 3.1.2 发展现状 .......................................................................................... 12 3.2 南昌L教育培训机构营销现状................................................................ 15 目录 IV 3.2.1 现有产品 .......................................................................................... 15 3.2.2 现有营销渠道 .................................................................................. 15 3.2.3 现有促销模式 .................................................................................. 16 3.3 南昌L教育培训机构营销存在问题及原因分析.................................... 16 3.3.1 营销策略规划不清晰 ...................................................................... 16 3.3.2 营销理念落后 .................................................................................. 17 3.3.3 营销手段单一 .................................................................................. 17 3.3.4 学员服务系统不完善 ...................................................................... 18 第4章 南昌L教育培训机构营销环境分析 ........................................................... 19 4.1 宏观环境分析 ............................................................................................ 19 4.1.1 政治环境 .......................................................................................... 19 4.1.2 经济环境 .......................................................................................... 19 4.1.3 社会环境 .......................................................................................... 20 4.1.4 技术环境 .......................................................................................... 21 4.2 行业竞争环境分析 .................................................................................... 22 4.3 SWOT分析 ................................................................................................. 23 第5章 南昌L教育培训机构精准营销策略 ........................................................... 25 5.1南昌L教育培训机构精准营销的STP战略 ............................................ 25 5.1.1 精准的细分南昌学员市场 .......