于安水-哈普瑞国际商学院营销策略问题和对策研究

沈阳理工大学学士学位论文I摘要通过对哈普瑞国际商学院营销策略的问题分析和对策研究，我们体会到现在MBA教育培训机构所面临的问题以及竞争的激烈，要想在这种激烈竞争的环境中能长久的立于不败之地，那么就要明确自身的优势劣势，看清自身存在的问题，找准解决的方案，才是取胜的关键所在。本文对哈普瑞国际商学院营销策略问题进行了研究分析以及对策探讨。从MBA教育的市场前景、营销特点、公司概况等多方面出发，通过实际调查走访以及深入公司内部了解，并对调查结果进行整理，结合运用所学营销策略理论，从产品、价格、渠道、促销等方面对哈普瑞公司的营销现状、存在问题进行分析，并提出相应对策。以哈普瑞目前的实力以及在沈阳教育培训行业中的地位来看，只要坚持发扬自己的优势，摒弃原有的劣势，一定会拥有更广阔的前景，成为沈阳甚至全国MBA培训行业中的佼佼者！关键词：MBA教育；营销环境；教育营销沈阳理工大学学士学位论文IIAbstractByHelpriInternationalCommercialCollege’smarketingstrategyanalysisandcountermeasures,werealizethatMBAeducationandtraininginstitutionswerefacingtheintensecompetitioninnow.Towinthevictoryinsuchahighlycompetitiveenvironmentforalongtime,thenclearitsownadvantagesanddisadvantages,findtheirownproblemandthesolutions,whichisthekeytovictory.Inthispaper,astudyanalysisandcountermeasureshasbeentakentoresearchedthemarketingstrategyproblemofHelpriInternationalCommercialCollege.Fromthemarketprospects,marketingcharacteristics,influencingfactors,companyprofilesandotheraspectsofMBAeducation,throughactualvisitsandin-depthinvestigationswithinthecompany,andconnectwiththetheoryofmarketingstrategy,fromproduct,price,place,promotionandanyotheraspects,Ihaveanalyzedthefindingsoftheinvestigationandusemarketingtheorytosummarizethemarketingstatus,problemsandproposecountermeasureofHelpri.TothecurrentstrengthofHelprianditspositionineducationandtrainingsectorsinShenyang’sstatus,aslongastheyadheretotheiradvantage,discardtheoriginaldisadvantage,theywillhaveabroaderoutlookShenyangevenasthenationalMBAtrainingsectorsinthecrowd!Keywords:MBAEducation;MarketingEnvironment;EducationMarketing沈阳理工大学学士学位论文I目录引言..................................................................................................................................11研究MBA培训机构营销策略的意义.......................................................................21.1教育培训机构的前景分析...............................................................................21.2MBA高等教育培训必要性.............................................................................22教育培训机构营销特点..............................................................................................32.1营销组合的内容...............................................................................................32.2培训机构中的市场营销组合...........................................................................32.2.1市场营销组合因素................................................................................32.2.2市场营销组合特点................................................................................32.3教育营销组合的内容.......................................................................................42.3.1国外的MBA教育特点.........................................................................42.3.2我国MBA高等教育培训的营销组合.................................................53沈阳MBA培训机构的环境因素分析.......................................................................83.1沈阳哈普瑞MBA培训机构微观环境分析....................................................83.1.1需求因素分析........................................................................................83.1.2竞争因素分析........................................................................................93.1.3供给因素分析......................................................................................113.1.4内部环境因素分析..............................................................................123.2沈阳MBA培训机构宏观环境分析..............................................................143.2.1自然环境..............................................................................................143.2.2政治环境..............................................................................................143.2.3经济环境..............................................................................................143.2.4社会文化环境......................................................................................143.2.5科技法律环境......................................................................................154哈普瑞国际商学院的营销策略问题........................................................................164.1沈阳市教育培训行业现状.............................................................................164.2哈普瑞公司基本介绍.....................................................................................164.2.1哈普瑞公司简介..................................................................................16沈阳理工大学学士学位论文II4.2.2哈普瑞经营理念及服务特色..............................................................174.3哈普瑞营销策略问题分析.............................................................................184.3.1产品策略问题分析..............................................................................194.3.2定价策略问题分析..............................................................................194.3.3渠道策略问题分析..............................................................................204.3.4促销策略问题分析..............................................................................204.4哈普瑞国际商学院营销策略问题的原因分析.............................................204.4.1MBA教育内容与中国现阶段的国情不符........................................204.4.2MBA教育与中国的本土民营企业不匹配..........