I 摘要 近年来，我国经济高速发展，家庭在教育上的投入随着收入水平的提高相应增长， 学生和家长对优质教育资源的需求与日俱增，为了满足这种需求，出现了各类民办教育 企业。伴随着教育培训市场的蓬勃发展，民办教育培训机构数量也飞速上涨，行业竞争 日趋激烈。 邯郸智考教育培训公司创立于2012年初，是邯郸市一所规模较大的民办教育培训机 构。面对邯郸市教育培训市场上同类型教育培训机构的大量涌现，智考教育培训公司目 前的营销策略已经难以满足学员和家长日益增长的需要，如果不及时对服务营销中遇到 的问题做出分析并找到解决方法，必然会对公司的业务发展造成不利影响。 本文以智考教育培训公司的服务营销策略为研究对象，运用宏观环境分析法、波特 五力分析法、SWOT分析法等方法，深入分析了智考教育培训公司所面临的市场营销环境， 同时以STP理论对智考教育培训公司进行了市场细分和选择目标市场，结合服务营销的 7P理论，提出了针对性的服务营销策略改进措施，希望能够帮助智考教育培训公司提高 课程及服务质量，满足学员和家长的需求，从而提高公司的品牌知名度，提升智考教育 培训公司的整体盈利能力，实现公司的稳定发展。 关键词教育培训服务营销营销策略目标市场策略 河北大学硕士学位论文 II Abstract Recently,asnationaleconomydevelopsrapidly,Familyinvestmentineducationincreases withincomelevels.Thereisagrowingdemandfromstudentsandparentsforquality educationalresources.Inordertomeetthisdemand,avarietyofprivateeducationenterprises haveemerged.Withthevigorousdevelopmentoftheeducationandtrainingmarket,the numberofprivateeducationtraininginstitutionshasalsorisenrapidly,andtheindustry competitionhasbecomeincreasinglyfierce. Foundedatthebeginningof2012,Zhikaoeducationandtrainingcompanyisa large-scalecomprehensiveeducationandtraininginstitutioninHandancity.Inthefaceofthe largenumberofsimilareducationaltraininginstitutionsinHandancity'seducationand trainingmarket,thecurrentmarketingstrategyofZhikaoeducationandtrainingcompanyhas beenunabletomeetthegrowingneedsofstudentsandparents.Iftheproblemsencounteredin servicemarketingarenotanalyzedandsolvedintime,itwillinevitablyhaveanegative impactonthecompany'sbusinessdevelopment. ThispapertakesZhikaoeducationandtrainingcompanyastheresearchobject.Byusing themethodsofmacroenvironmentanalysis,Porter'sfiveforcesanalysisandSWOTanalysis, thispaperanalyzesthemarketingenvironmentofZhikaoeducationandtrainingcompany.At thesametime,STPtheoryisusedtosubdividethemarketandselectthetargetmarketof Zhikaoeducationandtrainingcompanybinedwiththe7ptheoryofservicemarketing, thispaperputsforwardtargetedmeasurestoimprovetheservicemarketingstrategy,hoping tohelptheintelligentexaminationeducationandtrainingcompanyimprovethecourseand servicequality,meettheneedsofstudentsandparents,soastoimprovethebrandawareness ofthecompany,enhancetheoverallprofitabilityoftheintelligentexaminationeducationand trainingcompany,andrealizethestabledevelopmentofthecompany. Abstract III Keywords:educationandtrainingservicemarketingmarketingstrategytargetmarket strategy 河北大学硕士学位论文 IV 目录 第一章绪论...............................................................................................................................1 1.1研究背景及研究目的和意义....................................................................................1 1.1.1研究背景.........................................................................................................1 1.1.2研究目的和研究意义.....................................................................................2 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研究内容与研究方法................................................................................................4 1.3.1研究内容.........................................................................................................4 1.3.2研究方法.........................................................................................................5 1.4相关营销理论............................................................................................................6 1.4.1STP理论.........................................................................................................6 1.4.2服务营销.........................................................................................................7 1.4.3服务营销7P组合策略..................................................................................7 第二章智考教育培训公司服务营销现状...............................................................................9 2.1智考教育培训公司概况............................................................................................9 2.1.1公司简介及发展情况.....................................................................................9 2.1.2公司组织构架...............................................................................................10 2.2智考教育服务营销情况调查..................................................................................11 2.2.1调查目的.......................................................................................................11 2.2.2调查对象与调查方法...................................................................................11 2.3智考教育营销中的问题..........................................................................................11 2.3.1课程质量仍需提高.......................................................................................11 2.3.2定价策略单一...............................................................................................13 2.3.3营销渠道效率较低.......................................................................................13 目录 V 2.3.4促销策略陈旧落后.......................................................................................15 2.3.5服务人员流动性大.......................................................................................16 2.3.6有形展示不到位...........................................................................................17 2.3.7服务过程有待优化.......................................................................................17 第三章智考教育培训公司营销环境分析.............................................................................19 3.1宏观环境分析..........................................................................................................19 3.1.1政治环境分析...............................................................................................19 3.1.2经济环境分析...............................................................................................19 3.1.3社会环境分析...............................................................................................20 3.1.4技术环境分析...............................................................................................20 3.2行业竞争环境分析..................................................................................................21 3.2.1供应商的议价能力.......................................................................................21 3.2.2购买者的议价能力.......................................................................................22 3.2.3潜在竞争者进入能力...................................................................................22 3.2.4替代品的替代能力.......................................................................................22 3.2.5行业竞争者的竞争能力...............................................................................23 3.3智考教育培训公司SWOT分析............................................................................23 3.3.1优势分析.......................................................................................................24 3.3.2劣势分析.......................................................................................................24 3.3.3机会分析...............................