摘要
摘要
改革开放以来，随着我国经济的快速发展，教育培训行业为满足市场的需
求，如雨后春笋般迅速涌现出来。经过将近30年的发展，教育培训行业已经历
了初创期、上升期和成熟期，目前还正处于行业的成熟期。在全国大中小城市、
区县等均有一定规模和数量的民办教育培训机构，造成了培训机构之间激烈竞
争，客观上促使他们不得不作出调整和改进，以应对不断加剧的外部竞争环境。
同时，培训机构为了自身持续、健康的发展，更需要找到具有市场竞争力的核
心优势，以应对日渐激烈的竞争。
2021年7月，中共中央办公厅、国务院办公厅印发了《关于进一步减轻义
务教育阶段学生作业负担和校外培训负担的意见》，对教育培训行业进行大整
顿，保证整个教育培训行业在国家政策的指导下，更加规范地运行。培训机构
如何在国家大政方针的指引下向更规范化和专业化发展，是机构目前迫切需要
解决的问题。
本文以重庆市X教育培训机构为研究对象，运用文献分析法、问卷调查法、
专家访谈法、案例分析法以及市场营销理论等理论和方法，对X教育培训机构
进行全方位、多层次的调查和分析，查找国家“双减”新政背景下X教育培训
机构营销方面存在的主要问题。共向客户发放 100份问卷，收回有效问卷 82份；
通过面对面访谈或电话访谈的方式对学生家长进行客户访谈调查，共计访谈 74
人；主要问题包括：周边环境不好、有形展示不足、教师团队不稳定、营销渠
道单一、服务水平有待提高、市场细分不明确、目标市场不精准、市场定位不
确定。运用STP理论，从市场细分、目标市场、市场定位等三个方面，对X教
育培训机构目前在营销方面存在的问题进行了梳理和分析；运用PEST宏观环境
分析，对X教育培训机构所处的社会、经济、政治以及科技环境进行了分析。
在深入调查和综合分析的基础上，提出了X教育培训机构营销改进策略：
（1）从家庭收入、客户需求、学员年龄等三个方面准确划分客户细分市场、精
准选择目标市场；（2）从宣传强化、扩大优势、增值服务等三个方面做大做强
目标市场；（3）从关联策略、感受策略、创造反应策略、回报策略、关系策略
等五方面改进完善营销策略。相应的保障措施是提高客户关系管理质量、加强
质量文化建设、提升服务管理水平、完善机构内部管理等四个方面。
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摘要
关键词：“双减”新政；X教育培训机构；营销策略；保障措施
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Abstract
Abstract
Since the reform and opening up, with the rapid development of China's
economy, the education and training industry has sprung up to meet the needs of the
market. After nearly 30 years of development, the education and training industry
has experienced a start-up period, a rising period and a mature period. At present, it
is still in the mature period of the industry. There are a certain number of private
education and training institutions in large, medium and small cities and counties
across the country, resulting in fierce competition among training institutions, which
objectively urges training institutions to make adjustments and improvements to
cope with the increasing external competitive environment. At the same time,
training institutions need to find advantages with market competitiveness in order to
cope with the increasingly fierce competition for their own sustainable and healthy
development.
In July 2021, the general office of the CPC Central Committee and the general
office of the State Council issued the opinions on further reducing the homework
burden and after-school training burden of students in the stage of compulsory
education, which carried out a major rectification of the education and training
industry to ensure that the whole education and training industry operates more
standardized under the guidance of national policies. It is an urgent problem for
training institutions to develop towards more standardization and specialization
under the guidance of national policies.
Taking x education and training institutions in Chongqing as the research object,
this paper makes an all-round and multi-level investigation and Analysis on X
education and training institutions by using the theories and methods of literature
analysis, questionnaire survey, expert interview, case analysis and market service
marketing theory, so as to find the national "double reduction" The main problems in
service marketing of X education and training institutions under the background of
the new deal. A total of 100 questionnaires were distributed to customers and 82
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