Classified Index: F272.3
U.D.C.: 338
A Dissertation for the Degree of MBA
CF TUTORIAL INSTITUTION MARKETING
STRATEGY
Candidate:
Sun Yaodong
Supervisor:
Prof. Ye Qiang
Academic Degree Applied for: Master of Business Administration
Affiliation：
Harbin Erya Educational
information consulting company
December, 2020
Date of Defense:
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
近些年来，我国社会经济增长迅速。与此同时，普通民众的消费水平也
逐年提高，在子女教育特别是学科考试培训的支出越来越高。面向中高考学
段的课外补习机构数量猛增，该行业在迅速发展的同时也使得一些机构自身
运营管理的问题逐渐暴露出来。如何在有限的资源基础上提高营销效率，成
为了影响教育培训机构在行业竞争中的重要因素。
本文以哈尔滨市 CF教育培训机构为主要研究对象，首先从宏观环境、行
业环境两个角度分析，再根据问卷调查结果以及该教育培训机构的营销现状
梳理，发现了该机构目前存在的问题即产品吸引力弱、价格体系不明确、渠
道建设薄弱以及客户关系维护不足等问题。通过进一步分析以上几类问题出
现的原因，提出了目前阶段 CF教育培训机构的营销策略优化建议，丰富教学
产品内容、建立完整服务体系、实施组合定价以及差异化定价、拓宽网络营
销以及异地营销渠道、充分关注客户需求、降低客户购买成本、提高客户消
费便利性以及保持客户互动等方式。并且从技术、资金、人力等不同角度阐
述了CF教育培训机构营销策略优化的保障措施。
在同行业竞争日趋白热化的当下，通过本文的研究对 CF教育培训机构的
下一阶段发展提出了有针对性的营销策略优化方案，并也为同行业的相关问
题提供了改进参考意见。
关键词：营销策略；教育培训机构；客户关系营销
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哈尔滨工业大学工商管理硕士学位论文
Abstract
In recent years, with the rapid development of China's economy and the
increasing improvement of people's consumption level, more and more people
are spending on education and training. In particular, the number of
extra-curricular tutorial institutions for entrance examination for secondary
school or college learning period has soared. With the rapid development of this
industry, problems in the operation and management of some institutions have
gradually been exposed. How to improve marketing efficiency on the basis of
limited resources has become an important factor affecting the competition of
education and training institutions in the industry.
This article takes Harbin CF education training institutions as the main
research object, first of all, from two aspects: macro environment, industry
environment analysis, then according to the results of questionnaire survey, and
the marketing status quo of education and training institutions, found problems in
the agency products that appeal, not clear price system, channel construction is
weak and customer relationship maintenance problems such as insufficient. By
further analyzing the cause above a few kinds, put forward at this stage the
marketing strategy optimization Suggestions of CF education training institutions,
enrich the teaching content, establish a complete service system, the
implementation of pricing and differential pricing, widen the channel of the
network marketing and long distance, full attention to customer requirements,
reduce customer acquisition cost, improve customer consumer convenience and
keep customer interaction, etc. And from the technology, capital, manpower and
other different aspects of CF education and training institutions marketing
strategy optimization guarantee measures.
With the competition in the same industry becoming increasingly fierce, this
paper proposes targeted marketing strategy optimization scheme for the next
stage development of CF education and training institutions, and also provides
Suggestions for improvement of relevant problems in the same industry.
Key words: marketing strategy, tutorial institution, customer relationship marketing
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