沈阳市海文考研培训中心市场营销战略研究

中文摘要

自2008年我国奥运会成功举办开始，中国经济发展进入下一阶段，知识经济时代的来临，加大了市场对人才的需求量，使得考研培训市场一片火热，形成了中原逐鹿的情形。与此同时该现象为考研培训市场创造了大量的机会，使我国考研经济增长迅猛，同时考研市场本身所具有的市场空间巨大性、低成本高收益的特点，使得部分企业看中时机，并开始纷纷进入市场，考研培训机构的数量也在不断增长，很多考研培训机构的规模也在逐渐扩大，考研市场空前繁荣。

而在鱼龙混杂的考研培训品牌中，考研机构如何通过制定合理的市场营销战略在竞争激烈的考研市场中脱颖而出并且长久的经营下去，如何通过STP分析找到该机构的主要目标人群，并针对目前的问题修改市场营销组合，让更多的人了解并选择该培训机构的培训课程，是本文将要探究的主要问题。

本文以沈阳万学海文教育科技有限公司为调查样本，采用文献法、定性和定量分析法、实证研究法、外部分析与内部分析相结合，通过调研和实际走访的方式从而个性制定该考研机构的市场营销战略，对该考研机构的市场营销战略的选择给出合理化的建议。

作为考研培训机构的从业者，结合自身实践，利用各种策略管理理论和管理分析模型进行研究，对现存资料进行归纳总结及理性分析。通过本课题的研究得出的重要结论，作为像沈阳市海文考研培训中心这般有着雄厚资金的企业来讲，在该企业所在竞争激烈的市场环境中，应当树立自己的高端品牌形象，并以客户第一的热情服务理念打开市场，迎合数据时代选择创新营销战略，通过服务差异化避免产品同质化的问题。该结论预测可为沈阳市部分考研机构或同类型民办教学机构提供有效的市场营销战略选择方向。

关键词：考研培训机构；市场营销战略；STP分析； 创新营销；品牌营销

ABSTRACT

Since the successful hosting of the 2008 Olympic Games in China, China's economic development has entered the next stage. With the advent of the knowledge-based economy era, the demand for talents in the market has increased, making the market for postgraduate entrance examination and training hot, and forming a situation of competition for deer in the Central Plains. At the same time, this phenomenon has created a lot of opportunities for the market of postgraduate entrance examination and training, which makes the economic growth of postgraduate examination and training in our country rapid. At the same time, the market itself has the characteristics of huge market space, low cost and high profit, which makes some enterprises take the opportunity and begin to enter the market one after another. The number of postgraduate examination and training institutions is also growing, and the scale of many postgraduate examination and training institutions is also on the rise. Graduate entrance examination market is booming with the gradual expansion.

In the mixed brand of postgraduate entrance examination and training, how can postgraduate examination and research institutions stand out in the competitive postgraduate examination market and continue to operate for a long time by formulating reasonable marketing strategies, how to find out the main target groups of the institutions through STP analysis, and modify the marketing mix in view of the current problems, so that more people can understand and choose the training courses of the training institutions? It is the main problem to be explored in this paper.

Taking Shenyang Wanxue Haiwen Educational Technology Co., Ltd. as the sample, this paper combines literature method, qualitative and quantitative analysis, empirical research method, external analysis and internal analysis, through research and actual visits, and then individually formulates the marketing strategy of the postgraduate entrance examination institution, and gives reasonable suggestions on the choice of marketing strategy of the postgraduate examination institution.

As a practitioner of postgraduate entrance examination training institutions, combined with their own practice, using various strategic management theories and management analysis models to study, summarize and rationally analyze the existing data. Through the research of this topic, we draw the important conclusion that as an enterprise with abundant funds like Shenyang Haiwen Graduate Examination Center, in the fierce competitive market environment, it should establish its own high-end brand image, open the market with the customer first enthusiasm service concept, cater to the data age, choose innovative marketing strategy, and avoid products through service differentiation. The problem of homogenization. This conclusion can provide effective marketing strategy choice direction for some postgraduate examination institutions or similar private teaching institutions in Shenyang.

Keywords: postgraduate examination training institutions; marketing strategy; STP analysis; innovative marketing; brand marketing

目录

引  言1

一、 海文考研培训中心市场营销现状分析2

（一） 海文考研培训中心现状分析2

（二） 海文考研培训中心外部环境分析3

（三） 海文考研培训中心内部环境分析6

（四） 海文考研培训中心STP分析8

二、 海文考研培训中心市场营销存在的问题9

（一） 产品同质化严重9

（二） 品牌塑造能力不足9

（三） 网络推广力度不够10

三、 海文考研培训中心市场营销改进建议11

（一） 产品方面11

（二） 价格方面12

（三） 渠道方面13

（四） 促销方面13

四、 海文考研培训中心市场营销战略选择14

（一） 创新营销战略14

（二） 品牌营销战略15

结  论16

参考文献17