针对上海某地儿童教育培训机构的营销策略及对策研究-正文

摘要随着生活节奏的加快，很多家长为了顾自己的事业而疏忽了对孩子成长中的关心。每当寒暑假都到来，都会在新闻中看到因为孩子在家中无人看管而发生的伤亡事件屡屡皆是。孩子放假及学校放学后到底谁来看管成为许多家长的难事。调查中发现，很多学生家长情愿将孩子一个人留在家中也不让孩子的爷爷奶奶看管。他们认为老人会把孩子宠坏，从而养成孩子许多坏习惯，再去改正这些坏习惯反而更加难。面对巨大的市场需求，各类日托、兴趣班等培训机构应运而生，形式多样，覆盖面广，特别是日托班作为这个行业中的一个组成部分，也呈现出勃勃生机。但是面对课外辅导这类新兴的服务行业，很多的教育机构在进行市场推广时，营销策略存在诸多的问题，如定位不明确，营销策略选择不当，常常会碰壁。基于以上的观点，本文从营销角度对闵行区乐学堂教育培训中心进行SWOT分析，并针对该培训机构营销出现的问题制定合适的对策，提升培训中心的竞争力，在闵行地区有较强的影响力以及取得更高的收益，是本论文的研究目的和意义。关键词：教育培训机构营销策略；SWOT分析法；五力分析模型AbstractWiththeacceleratedpaceoflife,manyparentscarefortheirowncareersandneglectofchildrengrowingconcern.Wheneverthewinterandsummervacationsarecoming,wewillseecasualtiesinthenewsbecausethechildunattendedathomeoftenoccurseverywhere.Childrenleaveschoolafterschoolandintheendmanyparentswholookafterbecomedifficult.Thesurveyfoundthatmanyparentsofstudentswhoprefertosendtheirchildrentostayathomeisnotachild'sgrandparentscustody.Theythinktheoldmanwillspoilthechild,somanychildrentodevelopbadhabits,gotocorrectthesebadhabitsbutmoredifficult.Facedwithahugemarketdemandforallkindsofdaycare,interestgroupsandothertraininginstitutionscameintobeing,diversity,widecoverage,especiallyinthisday-careclassesasanintegralpartoftheindustryisalsoshowingvitality.Butthefaceofsuchtutoringandmarketnewproducts,manyeducationalinstitutionsexistwhenconductingmarketingmarketingstrategyissues,suchasthepositioningisnotclear,theinappropriatechoiceofmarketingstrategies,oftenfalsestarts.Basedontheabovepointofview,fromamarketingpointofviewthisarticleinMinhangDistrictmusicschooleducationandtrainingcentersSWOTanalysisandtodevelopappropriateresponsestotheproblemsofmarketingtraininginstitutions,enhancethecompetitivenessofthetrainingcenter,thereisastronginfluenceintheMinhangareaforceandobtainhigherreturns,itisthepurposeandsignificanceofthispaper.Keywords:EducationandtraininginstitutionsMarketingStrategy；SWOT；FiveForcesModel目录摘要.....................................................................................................................................................................2ABSTRACT.................................................................................................................................................I21引言......................................................................................................................错误!未定义书签。1.1研究背景和问题的提出....................................................................................错误!未定义书签。1.2研究目的和研究意义...............................................................................................................................21.3研究方法和研究思路...............................................................................................................................32营销策略的相关理论..........................................................................................................................52.1市场营销策略的概念及目标.................................................................................................................52.27PS理论........................................................................................................................................................62.3SWOT分析法..............................................................................................................................................72.4五力分析模型.............................................................................................................................................83乐学堂教育培训中心营销策略的现状及问题................................................................113.1乐学堂教育培训中心概况..................................................................................................................113.2乐学堂教育培训中心营销策略现状...............................................................................................113.3乐学堂教育培训中心在营销中存在的问题.................................................................................134乐学堂教育培训中心营销问题其原因分析.....................................................................154.1教育机构种类繁多，但定位不够明确.......................................................错误!未定义书签。4.2营销渠道单一，营销体系不健全.................................................................错误!未定义书签。4.3促销手段简化，缺乏专业营销人员............................................................错误!未定义书签。4.4缺乏规范化、标准化.........................................................................................错误!未定义书签。4.5乐学堂教育培训中心营销策略的SWOT分析...........................................................................164.6乐学堂教育培训中心五力分析模型...............................................................................................195乐学堂教育培训中心的营销管理对策................................................................................225.1制定有效营销计划，营销渠道.........................................................................................................225.2加强老师的专业水平以及培养学生的兴趣爱好.......................................................................235.3为学生建立档案，跟踪学习情况....................................................................................................235.4制定学生奖励政策，培养孩子的积极性..............