首页 > 资料专栏 > 论文 > 营销论文 > 市场管理论文 > MBA硕士毕业论文_肃陇运驾校市场营销策略研究PDF

MBA硕士毕业论文_肃陇运驾校市场营销策略研究PDF

驾校w
V 实名认证
内容提供者
资料大小:1421KB(压缩后)
文档格式:PDF
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2022/7/3(发布于上海)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
随着我国经济社会的快速发展和人民生活水平的不断提高,汽车的刚性需求 也日渐旺盛,汽车驾驶技术已成为人们工作和生活的一项不可缺少的技能,驾培 需求也随之攀升。伴随驾校数量和配置的逐年增加,驾培行业的市场化进程也在 不断加快,但由于近几年我国适龄学车人口逐渐减少,市场需求增速见顶,出现 了驾培市场供大于求的现象,加之驾培产品在技术、品牌及服务质量上附加值较 低,导致经营成本提高、品类品牌缺失、资本参与度低、信息化程度不高。 甘肃陇运交通职业培训学校(以下简称陇运驾校)成立于2009年,是隶属 于甘肃省公路运输服务中心有限责任公司的一所国营驾校,占地面积176亩,共 有车辆70余台。近年来,随着机动车驾驶人培训制度的改革和驾驶培训市场的 开放竞争,陇运驾校不但要面对行业内的竞争压力,还要适应市场和政策变化带 来的影响。面对不断变化的市场需求,驾校要准确把握客户需求,结合自身的经 营特点和优势,改变营销策略,提升服务质量,进一步扩大市场份额。 本文通过分析国内驾培行业市场环境和陇运驾校近几年的经营状况,找出驾 校在经营特别是营销方面存在的问题,结合市场和政策方向提出驾校在营销策略 方面的改进建议。通过SWOT模型对自身发展和经营状况进行了分析,明确驾校 本身具有的优势、劣势和面临的机会与威胁,运营7Ps营销组合理论在产品、价 格、渠道、促销、人员、实体展示和过程等七个方面提出了相应的改进策略,使 其经营管理更加规范,为客户服务更加便利,进一步提高陇运驾校的市场竞争力 和品牌影响力。 关键词:陇运驾校,7Ps营销理论,SWOT分析,五力模型,营销策略 MBA学位论文 作者:魏琼 甘肃陇运驾校市场营销策略研究 II MARKETING STRATEGY RESEARCH OF GANSU LONGYUN DRIVING SCHOOL Abstract With the rapid development of China's economy and society and the continuous improvement of people's living standards, the rigid demand for cars is increasingly vigorous, driving technology has become an indispensable skill of people's work and life, driving demand is also rising. Accompanied by driving the number and configuration of increase year by year, driving training industry marketization process has been accelerated, but because the student driver school-age population in our country in recent years to reduce gradually, the market demand growth peaked, appeared the phenomenon of driving training market oversupply, coupled with the driving training products in technology, brand and value added service quality is low, resulting in a defect management costs rise, category, brand, low capital participation, informationization level is not high. Established in 2009, Gansu longyun transportation vocational training school (hereinafter referred to as longyun driving school) is a state-owned driving school affiliated to Gansu highway transportation service center co., LTD. It covers an area of 176 mu and has more than 70 vehicles. In recent years, with the reform of the motor vehicle driver training system and the open competition of the driving training market, longyun driving school should not only face the competitive pressure in the industry, but also adapt to the impact of market and policy changes. In the face of changing market demand, driving schools should accurately grasp customer demand, combined with their own business characteristics and advantages, change marketing strategies, improve service quality, and further expand market share. By analyzing the market environment of domestic driving and training industry and the operating conditions of longyun driving school in recent years, this paper finds out the problems existing in the operation of the driving school, especially in marketing, and puts forward Suggestions on improving the marketing strategies of the MBA学位论文 作者:魏琼 甘肃陇运驾校市场营销策略研究 III driving school in combination with the market and policy direction. Through SWOT model for their own development and operating conditions are analyzed, and a clear driving itself has the advantage, disadvantage and facing the opportunities and threats, operational 7 ps marketing mix theory in product, price, channel, promotion, personnel, entity display and process and so on seven aspects put forward the corresponding improvement strategy, make the management more standardized, more convenient service for the customer, further improve the long driving market competitiveness and brand influence. Key words: Longyun driving school, 7Ps marketing theory, SWOT analysis, five forces model, marketing strategy MBA学位论文 作者:魏琼 甘肃陇运驾校市场营销策略研究 IV 目 录 中文摘要 ................................................. I Abstract ................................................ II 第一章 绪论 .............................................. 1 1.1 研究背景与意义 .............................................. 1 1.1.1 研究背景 ................................................ 1 1.1.2 研究意义 ................................................ 2 1.2 研究内容与思路 .............................................. 2 1.2.1 研究内容 ................................................ 2 1.2.2 研究思路 ................................................ 3 1.3 研究方法 .................................................... 5 1.3.1 案例分析法 .............................................. 5 1.3.2 文献资料研究法 .......................................... 5 1.3.3 二手数据分析法 .......................................... 5 1.3.4 问卷调查法 .............................................. 5 第二章 相关理论基础 ...................................... 6 2.1 市场营销相关理论概述 ........................................ 6 2.1.1 市场营销理论 ............................................ 6 2.1.2 7Ps营销理论 ............................................. 6 2.1.3 STP营销理论 ............................................. 7 2.2 驾培行业相关概述 ............................................ 7 2.2.1 驾校的概念 .............................................. 7 2.2.2 驾培行业发展历程 ........................................ 8 2.2.3 驾培行业面临的形势 ...................................... 9 2.2.4“新驾培”概念 ........................................... 9 MBA学位论文 作者:魏琼 甘肃陇运驾校市场营销策略研究 V 2.3 基本工具概述 ............................................... 10 2.3.1 PEST分析法 ............................................. 10 2.3.2 SWOT分析法 ............................................. 11 2.3.3 五力模型分析法 ......................................... 11 第三章 甘肃陇运驾校营销现状与问题分析 ................... 13 3.1 企业简介 ................................................... 13 3.2 甘肃陇运驾校营销现状 ....................................... 13 3.2.1 经营绩效 ............................................... 13 3.2.2 人员及车辆情况 ......................................... 16 3.2.3 竞争优势 ............................................... 16 3.3 甘肃陇运驾校营销问题分析 ................................... 17 3.3.1 产品服务方面 ........................................... 17 3.3.2 价格方面 ............................................... 18 3.3.3 渠道方面 ............................................... 19 3.3.4 促销方面 ............................................... 19 3.3.5 人员管理方面 ........................................... 20 3.3.6 流程方面 ............................................... 20 第四章 甘肃陇运驾校营销环境分析 ......................... 22 4.1 外部环境分析 ............................................... 22 4.1.1 宏观环境分析 ........................................... 22 4.1.2 行业环境分析 ........................................... 26 4.1.3 竞争环境分析 ........................................... 30 4.2 内部环境分析 ............................................... 33 4.2.1 发展历程 ............................................... 33 4.2.2 组织架构 ............................................... 35 4.3 SWOT分析 ................................................... 36 MBA学位论文 作者:魏琼 甘肃陇运驾校市场营销策略研究 VI 4.3.1 优势(Strength) ....................................... 36 4.3.2 劣势(weak) ........................................... 37 4.3.3 机遇(Opportunity) .................................... 37 4.3.4 威胁(Threat) ......................................... 38 4.3.5 SWOT分析结论 ..................