毕业论文之某营销策略研究.doc

目 录 摘 要 I ABSTRACT II 前 言 1 及特征 3 1.1.2 新的营销理论发展 3 1.2 服务营销理论在教育培训机构营销策略中的应用 6 1.2.1 服务营销的概念 6 1.2.2 服务营销在教育培训机构营销策略中的应用 6 和教学理念 17 3.2 诺亚国际英语培训学校现状分析 18 3.2.1 诺亚英语优劣势分析 18 3.2.2 诺亚英语与竞争对手的比较分析 19 3.3诺亚国际英语培训学校存在的问题及原因 20 3.3.1 诺亚英语在营销中存在的问题分析 20 3.3.2 存在问题的原因分析 20 和渠道策略 26 4.3 诺亚国际英语的营销策略优化措施 27 4.3.1 大力发展网络营销和关系营销 27 4.3.2 加强服务营销和促销力度 28 4.3.3 体验营销的应用 30 4.3.4 定制营销和事件营销 31 附录 38  摘 要 在中国加入WTO的背景下，国内对外语人才的需求远远超过了从前，据专家预测，我国英语培训市场将在相当一段时间内保持高速增长。当前国内英语培训市场的市场总值大约是150亿元，全国的英语培训机构总数量达到了50000家。这一严峻形势使得英语培训已显得颇为重要。面对着与国内及国际一些知名培训机构的激烈竞争，诺亚国际英语学校培训学校遭遇市场营销瓶颈，必须采取有效的营销策略以实现可持续发展，而价格和培训服务质量等营销策略成为诺亚国际英语学校应对市场竞争最主要的手段。 本文首先对服务营销理论在教育培训机构的应用及相关理论。 ABSTRACT With the Chinas entrance to WTO,the demand of foreign language talents is far exceeds?the?previous，according to the experts’prediction，our english training market will maintain high-speed growth for quite a period of time。Now the market capitalisation of our english training market is about 15 billion yuan，the total number of our english training organization reached 50,000。Facing some well-known?domestic?and international?competition?training institutions，royal school encounter marketing bottlenecks，they must take?effective marketing?strategy to?achieve sustainable development。The price and quality of training services become the most important means to deal with marketcompetition for royal international english school。 Firstly, the service marketing theory application in education and training institutionsand relevant theory arereviewed. From the macroeconomic environment, competitiveenvironment, analysising Chinese English training market situation and existing problems.And then focus on taking the royal international English training school as the research object, through investigation, the schools strengths and weaknesses,customer needs, competitors and other factors specific description of the process of their development problems and the reasons discussed . Finally, on the front of theintegrated application