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专业学位硕士学位论文
WD 考研辅导机构市场营销策略研究
Research on Marketing Strategy of WD Postgraduate Entrance
Examination Training Institution
作 者 姓 名： 修美倩
学科、 专业：工商管理
学 号：32011232
指 导 教 师： 雷善玉
完 成 日 期： 2022 年 5 月 26 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： WD 考研辅导机构市场营销策略研究
作 者 签 名 ：日期： 2022 年 5 月 26 日
大连理工大学专业学位硕士学位论文
摘 要
近年来，随着高校对大学生的不断扩招，我国毕业生人数正逐年攀升。2021 年我国
毕业生人数达到 909 万，再创历史新高。毕业生人数的扩增使大学生面临着严峻的就业
形势，加之用人单位对人才选拔标准越来越高，导致许多本科生选择考研提升就业质量。
截止到 2022 年，考研报考人数同比上一年度增加了40 万人，总人数突破 450 万。又因
受新冠疫情的影响，许多企业纷纷通过控制人力压缩成本，导致很多应届毕业生面临着
“就业难”的尴尬局面。
正是因为处于这样的社会背景下，我国报考研究生的总人数居高不下。进而也使得
众多考研辅导机构在短时间内迅速崛起。通过数据显示，我国 2020 年的考研市场规模
已突破 150 亿，预计从2021 年至 2025 年在未来 5 年内仍将保持上升态势。
本论文以大连 WD 考研辅导机构为研究对象。WD 考研辅导机构是一家致力于为大学
生提供专业考研辅导的学校。其主营业务是为处于备考阶段的学生提供专业院校规划，
并对考试的相关科目包含公共课、专业课等进行笔试、面试内容的指导。同时还设立医
考、公考、建考、教资、法考等相关职业培训项目。近年来，随着市场竞争的激烈，WD
考研辅导机构面临着严峻的考验：产品同质化严重、市场占有率低、各项制度不完善……
这些问题导致机构长时间处于停滞不前的状态。本论文将对考研辅导市场进行分析，帮
助 WD 考研辅导机构制定出可实施的营销方案。首先，通过对国内外营销理论及营销分
析工具进行梳理，为 WD 机构营销战略的实施提供理论支撑；其次，针对大连 WD 考研辅
导机构的内外部环境、市场竞争环境以及企业自身的实际运营情况进行全面分析，找到
WD 考研辅导机构市场营销的根本问题；最后，为 WD 考研辅导机构制定适合其发展的市
场营销战略，以保障大连WD 考研辅导机构能持续稳定的向前发展。
对于考研辅导行业来说，其市场运营的差异性并不突出。本文旨在为 WD 考研辅导
机构提出合理化营销方案的同时，能为其他存在共性问题的教育辅导机构提供有利的参
考建议。
关键词：营销策略；市场竞争力；差异化
- I - WD 考研辅导机构市场营销策略研究
Research on Marketing Strategy of WD Postgraduate Entrance
Examination Training Institution
Abstract
In recent years, with the continuous expansion of college students, the number of
graduates in China is rising year by year. In 2021, the number of graduates in China reached
9.09 million, a record high. The expansion of the number of graduates makes college students
face a severe employment situation. In addition, employers have higher and higher standards
for talent selection, which leads many undergraduates to choose postgraduate entrance
examination to improve the quality of employment. By 2022, the number of applicants for
postgraduate entrance examination has increased by 400000 compared with the previous year,
and the total number has exceeded 4.5 million. Due to the influence of COVID-19, many
enterprises have reduced the cost by controlling manpower, resulting in many graduates facing
the embarrassment of "difficult employment".
It is precisely because of this social background that the total number of graduate students
in China remains high. This has also led to the rapid rise of many postgraduate entrance
examination counseling institutions in a short time. According to the data, the scale of China;s
postgraduate entrance examination market has exceeded 15 billion in 2020. It is expected that it
will continue to rise in the next five years from 2021 to 2025.
This research takes Dalian WD postgraduate entrance examination counseling institution
as the research object. WD postgraduate entrance examination counseling institution is a school
dedicated to providing professional postgraduate entrance examination counseling for college
students. Its main business is to provide professional college planning for students in the
preparation stage, and provide written examination and interview guidance for relevant subjects
including public courses and professional courses. At the same time, relevant vocational
training projects such as medical examination, public examination, construction examination,
teaching capital examination and legal examination are also set up. In recent years, with the
fierce market competition, WD postgraduate entrance examination counseling institutions are
facing severe tests: serious product homogenization, low market share, imperfect systems...
These problems have led to the stagnation of the institutions for a long time. This research will
analyze the postgraduate entrance examination counseling market and help WD postgraduate
entrance examination counseling institutions formulate an implementable marketing plan.
Firstly, by combing the marketing theories and marketing analysis tools at home and abroad, it
provides theoretical support for the implementation of WD organization;s marketing strategy;
- II - 大连理工大学专业学位硕士学位论文
Secondly, it makes a comprehensive analysis of the internal and external environment, market
competition environment and the actual operation of the enterprise, so as to find the
fundamental problem of the marketing of the WD postgraduate entrance examination
counseling organization; Finally, formulate a marketing strategy suitable for the development
of WD postgraduate entrance examination counseling institutions, so as to ensure the
sustainable and stable development of WD postgraduate entrance examination counseling
institutions in Dalian.
For the postgraduate entrance examination guidance industry, the difference of its market
operation is not prominent. This research aims to put forward a reasonable marketing plan for
WD postgraduate entrance examination counseling institutions, and provide favorable
reference suggestions for other educational counseling institutions with common problems.
Key Words：Marketing strategy; Market competitiveness; Differentiation
- III -