中谦教育集团市场营销策略.doc

PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 49 XX大学硕士学位论文 中谦教育集团市场营销策略研究 摘 要 教育培训行业是一个充满生机的行业，在经济危机的冲击下，无论市场如何变幻莫测，但教育培训市场一枝独秀，表现出其强大的生命力。继续教育、学习和培训等这些基本的需求都会长期存在，每个人在其一生的教育上的投入十分巨大，并且是连续性的，尤其父辈对其儿孙辈的教育投入费用更是付出巨大，为了子女的成才，竭尽全力，无怨无悔。可以说这是一个永不消失的行业。最近几年随着互联网技术的突飞猛进，随着教育体制的改革，资本的介入，使教育培训机构得到了空前的发展。教育培训被认为是最有价值的投资项目之一，但市场竞争也异常激烈。如果想在教育培训行业获得一席之地，就必须制定符合公司自身的营销策略，提高其核心竞争力。 本文基于市场营销的视角，以中谦教育集团作为目前中国教育培训市场经典案例进行研究，根据教育培训行业的特点，对市场环境、市场细分、市场定位、营销策略进行深入剖析，通过中谦教育集团全国连锁培训业务的市场营销策略，来分析当今教育培训行业整合下的市场环境，以及中谦教育集团在竞争激烈的市场环境中立于不败之地，并在行业内处于领先的公司秘密。这一研究对整个教育培训行业的市场策略应有先进的借鉴意义，反应了当代国内医学培训行业的发展趋势。 关键词：中谦教育集团 营销策略 市场细分 市场定位 个性服务 RESEARCH 0N MARKETlNG STRATEGIES OF ZHONG QIAN EDUCATION GROUP ABSTRACT The education and training industry is a vibrant industry and will never disappear . No matter how the market changes and the demand transforms,learning and training will be demanded as absic element in one’s life．Especially in China，to secure good education for their children.fathers always make every effort without any complaints.so that Chinese education is characterized by coherence and inheritance.A lifetime investment in education creates broad market．In particular recent years,with the development of computer and Internet technology,the reformation of education system,the intervention of capital，education and training institutions reached unprecedented development．And they are considered as one of the most valuable investment projects．However ,they are bearing Unusually fierce market competition．If you want to get a place in the education and training industry，you must develop its own marketing strategy to enhance its core competitiveness． Based on marketing perspective，the paper takes ZhongQian as an example and researches on current Chinese education and training market．Firstly，the paper analyses the education and training industry，characteristics，market segmentation，market segmentation，market position and market strategy．Then，the specific analysis of