摘要
D少儿艺术培训机构营销策略优化研究
摘要
二零二零年,一场突发的疫情给人们的正常生活按下了“暂停键”,培训机构的线下
面授教学也不得不暂停。无法进行正常授课，少儿艺术培训机构所面临的处境愈发艰难。
D少儿艺术培训机构是一家提供少儿艺术培训服务的机构，从二零一五年创办至今,
通过数年运营获得了一定的市场份额。但是，在当前疫情防控常态化与艺术教育培训市
场竞争日趋激烈的双重背景之下，挖掘D机构的核心竞争力，对其目前的市场营销策略
现状进行优化，已经成为D机构的迫切需求。
本文首先阐述了选题的背景、意义以及理论基础。其次介绍了在写作中主要运用的
市场营销理论与分析手段，并对近年来国内外教育培训市场的营销策略发展状况进行了
分析。接下来，通过对D机构营销策略现状、外部环境以及竞争环境，并结合客户满意
度调查，发现D机构在产品策略、渠道策略、促销策略、定价策略等方面的不足，从而
提出优化措施。这些优化措施为市场定位优化策略，既选择合适的目标市场；产品优化
策略，既加大产品与同类型培训机构的差异、开发线上产品、开展品牌形象的营销；渠
道优化策略，既大力开展官方网站与微信营销，用好互联网这个重要平台；促销优化策
略，加大人员、广告与公关的促销力度；优化课程定价体系；提高服务附加值，维持与
学生家长的良好互动。最后是对D机构的营销策略的总结和展望。
本文对D机构营销策略优化研究不仅帮助其制定合理的营销策略，提升了核心竞争
力，同时为郑州市其他类似企业提供了一定参考与借鉴。
关键词：新冠肺炎疫情常态化，培训机构，市场营销，策略优化
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华北水利水电大学硕士学位论文
Marketing strategy optimization of D children's art training
organization
ABSTRACT
In 2020, an outbreak of the epidemic pushed the "pause button" for people's normal
life.The offline teaching of training institutions also had to be suspended.Due to inability to
normal teaching,children'sart training institutionsare facing anincreasingly difficult
situation.
D children's art training institution is an institution providing children's art training
services.Since its establishment in 2015,It has gained a certain market share through several
years of operation.Under the dual background of the regular epidemic prevention and control
and the increasingly fierce competition in the art training institutions market,it has become an
urgent need for D institution to explore its core competitiveness and optimize its current
marketing strategy.
Firstly,this paper describes the background, significance and theoretical basis of the
topic.Secondly, it introduces the main marketing theories and analysis methods used in the
writing, and analyzes the development of marketing strategies in the education and training
market in recent years.Thirdly,through marketing strategy status, external environment and
competitive environment of institution D, combined with the customer satisfaction survey, we
find the lack of D institution in product,place,promotion,price,and targeted measures and
recommendationsareproposed.Theseoptimization measuresaremarketpositioning
optimization strategies, which is to choose the appropriate target market; product optimization
strategies, for exampleenlarging the products differencesbetween of the sametype
institutions, developingonline products and brandimage marketing; placestrategies,
including vigorously carry out official website and wechat marketing and good use of the
Internet as an important platform; promotion strategies, increasing promotion efforts in
personnel, advertising and public relations; optimizing curriculumpricing system; and
improving service added value .Finally, in the end, this article summarizes and expectations.
This paper not only helps the organization to formulate rational marketing strategies and
improve core competence, butalso provides reference and reference to othersimilar
enterprises in Zhengzhou.
Keywords:COVID-19's normalization of prevention and control,training institutions,
marketing,Strategy optimization
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目录
目录
摘要..............I
ABSTRACT.........II
目录..............I
1绪论............1
1.1研究的背景和意义.........1
1.1.1研究背景........1
1.1.2研究意义...........2
1.2研究内容和方法...........2
1.2.1研究内容...........2
1.2.2研究方法...........4
1.3创新点............4
2理论综述........5
2.1核心概念界定.............5
2.1.1少儿艺术培训.......5
2.1.2教育培训市场.......5
2.24P营销组合理论..........5
2.3STP市场目标定位理论............6
2.4PEST分析法.......7
2.54C顾客价值理论..........7
2.6关系营销理论.............8
2.7国内外研究综述...........8
2.7.1国外研究现状.......8
2.7.2国内研究现状.......9
3D机构营销策略现状...........11
3.1D机构基本情况..........11
3.1.1D机构发展历程...........11
3.1.2D机构组织架构设置.......11
3.1.3团队管理..........12
3.1.4主营业务..........12
3.2D机构所在的细分市场...........12
3.3D机构营销策略现状......13
3.3.1产品策略..........13
3.3.2定价策略..........13
3.3.3促销策略..........14
3.3.4渠道策略..........14
4D机构营销环境分析........16
4.1外部环境分析............16
4.1.1政策环境分析......16
4.1.2经济环境分析......18
4.1.3社会环境分析......19
4.1.4技术环境分析......20
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