课外辅导机构客户满意度影响因素及营销策略分析.doc

STYLEREF 标题 1 \* MERGEFORMAT 摘要 PAGE \* MERGEFORMAT14 PAGE \* MERGEFORMAT15 2016 届毕业设计（论文） 题 目：课外辅导机构客户满意度影响因素及营销策略 分析——以南京学而思培优为例 专 业： 电 子 商 务 班 级： 电 商 1201 姓 名： 梅 长 苏 指导老师： 穆 霓 凰 起讫日期： 2015.12—2016.06 2016年 6 月 PAGE \* MERGEFORMATI 课外辅导机构客户满意度影响因素及营销策略分析 ——以南京学而思培优为例 摘要 随着中国经济的快速发展，我国教育的发展也越来越令人瞩目。国家对教育事业大力支持,人们对我国基础教育的发展也越来越重视。很多家长考虑让孩子参加课外辅导，使孩子在竞争中处于优势地位，这种庞大的市场需求促进了专业性课外辅导培训机构的出现，教育行业呈现市场化的特征。然而，课外辅导机构如何提升客户的满意度、制定合理的营销策略是公司赖以生存和发展的重要问题。 本文以南京学而思培优为例，利用调查问卷的研究方法，把学生家长作为研究对象，通过分析家长满意度影响因素，为南京学而思培优的发展提供理论指导依据。结果表明，影响南京学而思客户满意度的影响因素最重要的六个分别是：周边环境、内部教学环境、师资力量、教学质量、服务水平以及收费标准。最后，希望本文的研究结果可以为南京学而思培优以及整个课外辅导行业客户满意度的提升、营销策略的制定提供借鉴。 关键词：课外辅导机构 客户满意度 营销策略 Influencing Factors and Marketing Strategy of Customer Satisfaction Degree of After Class Tutoring Agencies——In “Nanjing Xue Er Si Pei You “As An Example ABSTRACT With the rapid development of Chinese economy, the development of education in our country has become more and more remarkable. The state strongly supports the education cause, and people pay more and more attention to the development of basic education in our country. Many parents prefer their children attending after-school tutoring, so that children get the advantage position in the competition. The huge market demand promotes the emergence of professional extracurricular counselling training institutions, and education industry has characteristics of market. However, how to improve the customers satisfaction and develop the reasonable marketing strategy is an important issue for the companys survival and development. In this paper, Nanjing Xue Er Si Pei You is taken as an example. By questionnaire survey research methods, the students’ parents are the customers as the research object. Through the analysis of the influencing factors of parent satisfaction, we provide theory guidance for the development of Nanjing Xue Er Si Pei You. The results show that the