大连理工大学专业学位硕士学位论文
摘
要
M公司是一家拥有 13年历史的传统线下职业教育培训机构，拥有完善的资质和良
好的办学条件，在当地有着较好的口碑资源及客户基础。近年来，由于国家对职业教育
的大力支持，行业内涌入了大量的竞争对手，M公司受到了激烈的“价格战”威胁。2020
年后疫情的多次爆发，造成线下教育机构一再被迫停业，对公司的生存造到了很大的冲
击。面对瞬息万变的市场变化，M公司原有的营销方式已无法满足当下的挑战，公司迫
切需要开发一套全新的营销策略，帮助企业摆脱困境，做到可持续发展。
本文以 M公司的营销策略为研究主题，首先通过查阅一系列相关文献及资料，对
PEST、SWOT等战略分析方法，STP、4Ps、4C等营销理论，以及职业教育相关发展及
课程营销研究有了一定的基本把握；并对 M公司的概况及营销现状做了具体的介绍；
然后分别从外部环境、内部环境以及公司的优劣势进行了详细的分析；从而利用 STP
理论对 M公司目标市场进行细分、选择与定位；最后从产品、定价、促销和渠道四个
方面给出 M公司一系列营销策略建议：打造“网红”机构、调整重组产品线、调整课
程参与模式，利用价格差异化和“课程+服务”的定制化，加上终身学习积分、年度积
分奖励等促销方式，以及学霸影响力、生态圈营销等渠道等，并在最后一章提出了实现
这些策略的具体保障措施。
本文通过对 M公司营销策略的研究，结合 M公司的实际情况和当前职业教育发展
的大环境，为 M公司当前及未来三年的营销策略提出了一些建议和实际参考，也希望
类似规模教育培训机构亦可从中得到借鉴或启发。鉴于本文在对 M公司的营销策略研
究仅基于公司目前的发展战略的基础之上，M公司想要有更高更好的发展，还需要从 Y
集团的公司战略入手，着眼世界，展望未来，调整布局。
关键词：职业教育培训；营销策略；服务营销
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M职业教育培训公司营销策略研究
A Study On Marketing Strategy For M Vocational Education
Abstract
Company M is a traditional offline vocational education and training institution with a
history of 13 years. It has complete qualifications and good conditions for running schools,
and has a good reputation and customer base in the local area. In recent years, due to the
country's strong support for vocational education, a large number of competitors have flooded
into the industry, and M company has been threatened by a fierce "price war". The multiple
outbreaks of the epidemic after 2020 have caused offline educational institutions to be
repeatedly forced to suspend business, which has had a great impact on the company's
survival. In the face of rapidly changing market changes, the original marketing method of M
company can no longer meet the current challenges. The company urgently needs to develop a
new set of marketing strategies to help the company get out of trouble and achieve sustainable
development.
This article takes M company’s marketing strategy as the research theme. Firstly, by
consulting a series of related documents and materials, it has a good understanding of PEST,
SWOT and other strategic analysis methods, STP, 4Ps, 4C and other marketing theories, as
well as vocational education related development and curriculum marketing research. A
certain basic grasp; a specific introduction to the general situation and marketing status of M
company; then a detailed analysis of the external environment, internal environment, and the
company’s advantages and disadvantages; thus using the STP theory to detail the target
market of M company Classification, selection and positioning; Finally, a series of marketing
strategy suggestions for M Company are given from the four aspects of product, pricing,
promotion and channels: to create an “net celebrity” organization, adjust and reorganize
product lines, adjust course participation models, and use price differentiation and The
customization of "curriculum + service", plus promotion methods such as lifelong learning
points, annual reward points, and channels such as the influence of learning masters,
ecosystem marketing, etc., and the specific guarantee measures to realize these strategies are
proposed in the last chapter.
Based on the research of M company’s marketing strategy, combined with the actual
situation of M company and the current vocational education development environment, this
article puts forward some suggestions and practical references for M company’s current and
next three years’ marketing strategy. It also hopes that similar scale education and training
Institutions can also learn from it or be inspired. In view of the fact that the marketing strategy
research of M company in this article is only based on the company's current development
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大连理工大学专业学位硕士学位论文
strategy. M company wants to have a higher and better development, but also needs to start
from the company strategy of Y Group, focus on the world, look forward to the future and
adjust the layout.
Key Words: Vocational Education; Marketing Strategies; Service Marketing
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