黑龙江大学硕士学位论文
Abstract
The development of vocational education industry faces opportunities and
challenges under the implementation of national strategies such as saving the country
with science and education and developing the country with human resources.
This paper takes Z Education Group as the research object, and looks for the
problems and causes in its marketing from its current marketing mix strategy. Using the
macro environment analysis tool and Porter's five forces competition model tool, this
paper analyzes the external marketing environment of Z Education Group, and analyzes
its internal marketing environment from the perspectives of financial status,
management ability, marketing ability and product research and development ability.
Starting from the marketing environment and combining with enterprise objectives and
resources, the company re-conducts market segmentation, target market selection and
market positioning for Z Education Group, so as to put forward suggestions for
improving its marketing mix strategy and support personnel, capital and technology.
The above research and analysis can not only help Z Education Group improve its
market competitiveness, but also serve as a reference for the marketing development of
other enterprises in the industry.
Keywords：Educational training；Vocational education；Marketing strategy
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目录
目录
中文摘要 ...........................................................................................................................I
Abstract.............................................................................................................................II
绪论 .................................................................................................................................. 1
一、研究背景 .......................................................................................................... 1
二、研究目的及意义 .............................................................................................. 2
三、国内外研究现状 .............................................................................................. 4
四、研究内容及方法 .............................................................................................. 8
第一章 相关概念及理论基础 ...................................................................................... 11
第一节相关概念 .................................................................................................. 11
一、市场营销 ................................................................................................ 11
二、产品 ........................................................................................................ 11
第二节营销环境分析理论 .................................................................................. 12
一、PEST分析模型 ....................................................................................... 12
二、五力竞争模型 ........................................................................................ 13
第三节市场营销相关理论 .................................................................................. 14
一、STP营销理论 ......................................................................................... 14
二、4Ps营销组合理论 ................................................................................. 16
本章小结 ................................................................................................................ 18
第二章 Z教育集团市场营销现状及问题分析........................................................... 19
第一节 Z教育集团基本概况............................................................................... 19
一、Z教育集团简介 ..................................................................................... 19
二、Z教育集团营销策略现状 ..................................................................... 19
第二节 Z教育集团现有营销策略的问题........................................................... 22
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黑龙江大学硕士学位论文
一、产品服务同质化严重 ............................................................................ 22
二、价格体系不完善 .................................................................................... 23
三、营销渠道较为单一 ................................................................................ 24
四、促销方式守旧 ........................................................................................ 25
第三节 Z教育集团市场营销策略问题的成因分析........................................... 26
一、营销理念落后 ........................................................................................ 26
二、营销团队专业能力欠缺 ........................................................................ 27
三、市场针对性不强及定位不清 ................................................................ 27
本章小结 ................................................................................................................ 28
第三章 Z教育集团营销环境分析............................................................................... 29
第一节 Z教育集团外部营销环境分析............................................................... 29
一、Z教育集团宏观营销环境分析 ............................................................. 29
二、Z教育集团微观营销环境分析 ............................................................. 33
第二节 Z教育集团内部营销环境分析............................................................... 37
一、财务状况分析 ........................................................................................ 37
二、管理能力分析 ........................................................................................ 38
三、产品研发能力分析 ................................................................................ 41
四、营销能力分析 ........................................................................................ 42
本章小结 ................................................................................................................ 43
第四章 Z教育集团市场营销策略改进....................................................................... 44
第一节 Z教育集团市场营销策略改进的原则................................................... 44
第二节 Z教育集团目标市场营销战略的提升................................................... 44
一、市场细分 ................................................................................................ 44
二、目标市场选择 ........................................................................................ 46
三、市场定位 ................................................................................................ 47
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