l专题二学校营销战略已完成英文.ppt

2）市场开发(Market Development )。在现有区域内寻找新的细分市场，如贵族学校、艺术特长学校、外语学校、出国项目培训学校、老年人的继续教育，就是值得开发的多种市场开发顾客群体。 In the existing area looking for new segments of the market, such as noble school, art school, foreign language school, going abroad project training school, old people’s continuing education, is the various market of customer groups worth developing. 3）产品开发(Product Development )。高校开设新的专业、新的硕士点和博士单位授权，中小学增加艺术特长和奥林匹克数学教学等，满足市场上不同的需求。 College offers new professional, new master and PhD authorization, middle and primary schools add art and the Olympic mathematics teaching, etc, thus meet different demands on the market. 教育服务产品的核心层次是能满足消费者（学生）的知识增进、道德养成；教育服务产品还应能给消费者带来未来的收益期望。 Education service products’ core level is that they can promote customers’ (students) knowledge improvement and moral cultivation; Education service products also should bring consumers future earnings expectations. 教育服务产品的表现形式及外观展示是学校的基础设备、教师群体及所处的地理位置。（学生非“天南海北”不去） Education service products’ forms and appearance showed by the foundation equipment of the school, teachers and the geographical position. 学校要在教育技术含量、教育服务质量、价格方面表现出绝对优势，才能吸引消费者的购买意愿。 School need to show the absolute advantages in education technology, service quality, price to attract consumers. 2）人员推销策略(Personal selling strategy) 推销程序： ----推销前准备。熟悉推介的教育产品，知晓竞争者产品，了解消费者情况。 ----面谈。招生员对前来咨询者应态度积极，热情介绍，克服异议，促其报名交费。 ----售后服务与建立关系。一方面可以联络感情，另一方面可以通过消费者宣传学校。 ----发展新消费者。通过上门推销，宣传学校，招纳生源，促进毕业生顺利升入上一级学校或实现就业；同时及时获得人才需求等方面的信息反馈，并加强与相关单位建立起长期的协作关系。 Marketing program: -Marketing preparation. Familiar with education products, knowing competitors’ products, understand the consumer situations. -Interview. Recruit staffs should have positive attitudes to consultants, warm introduction, overcome objections, promote he enter and pay the fees. -After-sales service and build relationships. On the one hand we can establish good relations with consumers, on the other hand we can count on the consumer to propagate school. -Develop new consumers. Prom