分类号：密级：
U D C ： 学号：410216419143
南 昌 大 学 专业学位硕 士 研 究 生
学位论文
JZ 教育培训机构市场营销策略优化研究
Research on Marketing Strategy Optimization of JZ Education and
Training Institutions
徐懿
培养单位（院、系）：经济管理学院
指导教师姓名、职称：旷天伟 教授
指导教师姓名、职称：
专业学位种类：工商管理硕士
专业领域名称：工商管理
论文答辩日期： 2022 年 11 月 26 日
答辩委员会主席： 刘斌
评阅人：______________
______________
2022 年 11 月 26 日
I 声明和授权书
一、学位论文独创性声明
本人声明所呈交的学位论文是本人在导师指导下进行的研究工作及取得的
研究成果。据我所知，除了文中特别加以标注和致谢的地方外，论文中不包含
其他人已经发表或撰写过的研究成果，也不包含为获得南昌大学或其他教育机
构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡
献均已在论文中作了明确的说明并表示谢意。
学位论文作者签名（手写）：签字日期： 2022 年 11 月 26 日
二、学位论文版权使用授权书
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学校有权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文
被查阅和借阅。本人授权南昌大学可以将学位论文的全部或部分内容编入有关
数据库进行检索，可以采用影印、缩印或扫描等复制手段保存、汇编本学位论
文。同时授权北京万方数据股份有限公司和中国学术期刊（光盘版）电子杂志
社将本学位论文收录到《中国学位论文全文数据库》和《中国优秀博硕士学位
论文全文数据库》中全文发表，并通过网络向社会公众提供信息服务，同意按
“章程”规定享受相关权益。
学位论文作者签名（手写）： 导师签名（手写）：
签字日期： 2022 年 11 月 26 日签字日期：2022年 11 月 26 日
论文题目JZ 教育培训机构市场营销策略优化研究
姓名 徐懿学号 410216419143 论文级别博士□硕士
院/系 /所 经济管理学院专业 工商管理
E_mail
备注：
公开 □保密（向校学位办申请获批准为“保密”， 年 月后公开
II 摘要
摘 要
2022 年高校毕业生人数为 1076 万人，无论是规模还是增量均创历史新高。
与此同时，2022年国家公务员报名人数也以 212.3 万人，刷新了开考以来报名
人数最多的记录。近几年受新冠疫情的影响，导致部分行业出现降薪、裁员、
倒闭等现象，这直接导致市场上可供应届毕业生选择的就业岗位数量大幅度减
少。一方面高校毕业生供给数量大幅度增长，另一方面市场上可提供的岗位数
量越见减少，造成了如今就业竞争越发激烈的现状。对于不少临近毕业想求职
的大学生来说，近几年恶劣的就业环境让他们早早认识到职业“稳定”的重要
性，并把进入体制内作为自己踏入社会的最优职业选择。公务员考试主要由“笔
试”+“面试”组合，考试的题目及形式对于绝大多数考生来说较为陌生，故许
多考生想要寻求专业机构的帮助，这一现象促使了公务员考试培训行业的迅速
发展，市场上的公务员培训机构近年来成立数量越来越多，导致此行业的竞争
不断加剧。
本文研究的对象 JZ 教育培训机构是一家传统的、线下主营公职类考试的培
训机构，其包含但不限于国考、省考的公务员考试、各地区事业单位的招录、
三支一扶、军队文职培训课程等等。JZ 教育培训机构的学员主要来源于江西省
内，在省内有着良好的口碑和稳定的生源。但是近几年随着互联网的发展，疫
情的影响等因素，传统的线下培训模式已经不能满足消费者的需求，如果不能
及时调整发展战略和营销模式，市场份额势必将被其他机构占去。
本文以 JZ 教育培训机构为列，结合参考文献和现有的研究成果基础上，运
用 PEST 分析法、波特五力模型对公考培训行业的内、外部环境进行了系统的分
析，同时从4P 理论的角度概述 JZ 教育的市场营销现状，总结归纳出机构目前
存在产品可供选择性少、定价较为单一、渠道拓展不足、促销方式传统的问题。
针对这些问题制定出一套全新的营销策略优化措施，在最后从资金、人力、企
业文化、组织建设四方面提供实施保障措施。通过上述分析及建议措施，希望
本文可以在营销策略方面能够给 JZ 教育培训机构和其它同行业机构一定的帮助
和参考。
关键词：公务员考试培训；在线教育；本土化定位；市场营销策略
III Abstract
ABSTRACT
In 2022, the number of college graduates will be 10.76 million, a record high
both in scale and increment. At the same time, in 2022, the number of civil servants
who signed up for the exam also reached 2.123 million, breaking the record of the
largest number of applicants since the opening of the exam. In recent years, affected
by the COVID-19, some industries have experienced wage cuts, layoffs, closures and
other phenomena, which directly led to a significant reduction in the number of jobs
available to graduates in the market. On the one hand, the supply of college graduates
has increased significantly, on the other hand, the number of jobs available in the
market has decreased, resulting in the increasingly fierce employment competition.
For many college students who are about to graduate and want to apply for jobs, the
harsh employment environment in recent years has made them realize the importance
of career "stability" early, and regard entering the system as the best career choice for
them to enter the society. The civil service examination is mainly composed of
"written examination" and "interview". The examination questions and forms are
unfamiliar to most candidates, so many candidates want to seek the help of
professional institutions. This phenomenon has prompted the rapid development of
the civil service examination training industry. In recent years, more and more civil
service training institutions have been established in the market, leading to the
growing competition in this industry.
The object of this study is JZ education training institution, which is a traditional
and offline training institution mainly engaged in public service examination,
including but not limited to the civil service examination of the national examination
and provincial examination, the recruitment of public institutions in various regions,
the "three support and one support", military civilian training courses, etc. The
students of JZ education and training institutions mainly come from Jiangxi Province,
which has a good reputation and a stable source of students. However, in recent years,
IV Abstract
with the development of the Internet, the impact of the epidemic and other factors, the
traditional offline training model can no longer meet the needs of consumers. If the
development strategy and marketing model cannot be adjusted in time, the market
share will inevitably be occupied by other institutions.
This paper takes JZ education and training institutions as a list, combines
references and existing research results, and uses PEST analysis method and Porter;s
five forces model to systematically analyze the internal and external environment of
the public examination training industry. At the same time, it summarizes the current
marketing situation of JZ education from the perspective of the 4P theory, and
summarizes the problems existing in the institutions at present, such as less selective
products, single pricing, insufficient channel expansion, and traditional promotion
methods. To solve these problems, a new set of marketing strategy optimization
measures is formulated, and finally, implementation guarantee measures are provided
from four aspects of capital, human resources, corporate culture and organizational
construction. Through the above analysis and suggested measures, I hope this article
can give some help and reference to JZ education and training institutions and other
institutions in the same industry in terms of marketing strategies.
Key words: Civil service examination and training; Online education; Localization
orientation; Marketing strategy.
V