IT培训机构市场营销策略研究--以广东硅谷学院为例.pdf

摘 要 摘 要 改革开放以来, 我国的社会、 政治、 文化及经济等都得到长足的发展。 在我 国 国民经济和社会发展第十二个五年规划里, 我国发展面临着机遇和挑战。 而在 这些挑战中, 有一点是不可忽视的, 我国人才 (尤其是 科技人才) 的培育 体系不 完善, 以及 科技的自主创新 能力不够。 党和政府都非常重视职业技术教育的发展 的技术人才的培养。 相对于国外科技深入发展, 科技人才得到良好培育, 我国科 技人才的培育才刚刚起步,因而潜力大,但挑战大。对于我国本土 IT 技术人才 的培训应当因地制宜,符合我国国情,因此,研究我国本土 IT 技术 培训机构的 发展, 并结合国外先 进技术和经验, 积极探索出适合我国本土发展的专业技术人 才培育体系和模式。 本文在选题上以 IT 培训 机构广东硅谷学院作为个案研究对 象, 在查阅国内外相关文献以及实地调研的基础上, 将市场营销相关理论与实际 情况密切结合展开论述研究, 以期实现客户利益与企业利益的无缝对接, 树立更 高的 品牌知名度和美誉度。 本文基于成熟的现代市场营销基本理论, 通过实地市 场调研,掌握本地区及周边 IT 培训市场的第一手资料,运用 PEST 及 SWOT 分析 模型, 确定目标细分市场并对企业进行定位; 针对具体的目标市场, 结合企业自 身的定位, 将4C 和4P 理论相结合, 制定企业的营销组合策略; 着重对广东硅谷 软件职业培训学院在粤东三市的 IT 培训市场的营销策略展开论述。 关键词:IT 培训机构;市场营销策略;硅谷学院 I Abstract Abstract Since Chinas reform and opening up, Chinas social, political, culture and economy has been rapid development. In the twelfth five-year plan for national economic and social development, the development in our country is faced with opportunities and challenges. In these challenges, one thing is not to be ignored, the cultivation of talents, especially scientific and technological personnel system in China is not perfect, and the independent innovation ability of science and technology is not enough. The party and the government attach great importance to the development of vocational and technical education of technical talents. Relative to the in-depth development of foreign science and technology, science and technology talent to get a good breeding, cultivation of talents of science and technology has just started in our country, thus potential is big, but big challenges. For local training technical talents in our country should adjust measures to local conditions, accord with Chinas national conditions, therefore, studying the development of local technical training institutions in our country, and combined with foreign advanced technology and experience, and actively explore the professional and technical talent cultivation system suitable to Chinas domestic development and pa