分类号 U D C
密级编 号
专业硕士学位论文
Z 公司 IT 职业技能培训业务市场营销策略研究
Research on Marketing Strategy of IT Vocational Skills Training
Business of Z Company
学位申请人： 秦 琳
指 导 教 师 ： 韩红 教授
合 作 教 师 ：王琳 高级工程师
专 业 领 域 ： 工商管理
学 位 类 别 ：工商管理硕士
2022 年 12 月 独创性声明
本人声明，所呈交的论文是我个人在导师指导下完成的研究工作及取得的研
究成果。据我所知，文中除了特别加以标注和致谢的地方外，不包含其他人已经
发表或撰写过的研究成果，也不包含为获得河南科技大学或其它教育机构的其他
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了谢意。
研究生签名：
日 期：2022 年 12 月 9 日
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研究生签名：导师签名：
日期：2022 年 12 月 9 日 摘 要
摘 要
近年来，我国对教育事业的扶持力度日益加大，很多职业技能培训机构涌入
教育培训市场，客户的选择面越来越广，对培训质量与服务的要求越来越细致，
培训公司如何能在竞争激烈的环境下获得更多的市场份额，如何拓展新客户、维
系老客户提高忠诚度是很多中小企业迫切需要解决的问题。Z 公司是一家从事 IT
职业技能培训的机构，多年来一直秉承以客户为中心、为客户服务的理念，为 IT
行业输出了大量人才，但随着职业技能培训市场的发展，Z 公司市场营销方面面临
着诸多问题需要进行分析和解决。本文以Z 公司为研究对象，以 7P 营销理论和国
内外相关研究成果为理论基础，采用问卷调研的方法，针对 Z 公司 IT 职业技能培
训业务市场营销问题进行研究，总结当前Z 公司在 IT 职业技能培训业务中存在的
问题，提出相应的改进对策，提升营销管理水平。
论文首先阐述研究背景、研究意义，对国内外的相关研究和本文涉及的相关
概念和理论进行梳理和阐析；其次对 IT 职业技能培训市场的需求和供给进行分析，
当前 IT 职业技能培训市场前景广阔，市场需求量较大，虽面临市场竞争，但Z 公
司仍有发展空间；接着对Z 公司职业技能培训现状进行分析，结合问卷调研的方
法，对 IT 职业技能培训业务营销存在的问题进行总结，当前 Z 公司市场营销存在
产品及价格设计不合理、产品设计跟不上市场需求、客户渠道管理不到位、促销
模式太过单一、存量客户关系管理不到位、对课程教学及售后服务的评价缺失、
产品有形展示严重不足等问题；最后对Z 公司营销存在的问题从完善学员为中心
的培训定价机制、优化课程设计及附加产品服务、建立多种营销渠道来扩大市场
份额、发挥体验式促销模式作用、利用网络媒体公关增强学员互动、采用多种方
式提高教学过程控制、产品有形展示方式实现政企职业教育合作七个方面提出了
针对性的建议；并对本文进行总结，并对未来 IT 职业技能培训市场营销提出设想。
关 键 词：IT 职业技能培训；培训机构；7P营销理论
论文类型：应用类
选题来源：其他
I ABSTRACT
ABSTRACT
In recent years, China;s support for education has become increasingly strong.
Many vocational skill training institutions have flooded into the education and training
market. Customers have more and more choices, and the requirements for training
quality and service are more and more detailed. How training companies can gain more
market share in a highly competitive environment, and how to expand new customers,
maintain old customers and improve loyalty are urgent problems for many small and
medium-sized enterprises to solve. Company Z is an organization engaged in IT
vocational skills training. Over the years, it has been adhering to the concept of
customer centered and customer service, and has exported a large number of talents to
the IT industry. However, with the development of the vocational skills training market,
Company Z is facing many problems in marketing that need to be analyzed and solved.
This paper takes Z Company as the research object, takes 7P marketing theory and
relevant research achievements at home and abroad as the theoretical basis, uses the
method of questionnaire survey to study the marketing problems of IT vocational skills
training business of Z Company, summarizes the problems existing in the IT vocational
skills training business of Z Company at present, puts forward corresponding
improvement countermeasures, and improves the level of marketing management.
Firstly, the paper expounds the research background and significance, and sorts out
and analyzes the relevant domestic and foreign research and the related concepts and
theories involved in this paper; Secondly, the demand and supply of IT vocational skills
training market are analyzed. At present, the IT vocational skills training market has
broad prospects and large market demand. Although facing market competition, Z
Company still has room for development; Then analyze the current situation of Z
company;s vocational skills training, and summarize the problems in IT vocational skills
training business marketing by combining the method of questionnaire survey. At
present, Z company;s marketing has unreasonable product and price design, product
design can;t keep up with market demand, customer channel management is not in place,
promotion mode is too single, stock customer relationship management is not in place,
evaluation of course teaching and after-sales service is missing The physical display of
products is seriously insufficient; Finally, the paper puts forward targeted suggestions
on the problems existing in the marketing of Z Company from seven aspects: improving
the learner centered training pricing mechanism, optimizing the curriculum design and
III ABSTRACT
additional product services, establishing a variety of marketing channels to expand
market share, giving play to the role of experiential promotion mode, using network
media public relations to enhance student interaction, using a variety of ways to
improve the control of teaching process, and realizing the cooperation between
government and enterprise vocational education through tangible display of products; It
also summarizes this article and puts forward some ideas for the future IT vocational
skills training marketing.
KEY WORDS：IT vocational training; Training institutions; 7P marketing theory
Dissertation type: Application
Subject source:the other
IV