本文在对国内外教育行业营销运营相关文献进行研究的基础上，以市场营销、服
务营销管理理论为指导，分析了目前广东教育行业以及营销渠道的现状和问题，对 GY
公司发展的影响。结合公司实际，指出了 GY 公司目前营销运营存在的问题，从而明
确公司营销渠道运营发展的方向和重点。运用 PEST 分析方法，对广东 GY 教育集团外
部的政治与法律、经济、社会文化及其技术等宏观环境进行研究；同时，采用 SWOT 分
析方法，厘清公司营销运营具有的优势、存在的劣势，以及发展的机遇和面临的挑战，
避免自身劣势和外部威胁带来的消极影响
结合本人工作经验，通过市场调研，对 GY 教育集团的成人高等继续教育市场营
销思路构建，市场进行细分、选择和定位，以及在此基础上从营销渠道拓展、营销渠
道管理以及口碑营销等三个方面，制定了公司营销营运策略规划，以期为实现公司市
场营销目标提供参考
关键词：GY 公司；教育服务；营销渠道；策略研究IV
ABSTRACT
Private adult higher education has become the effective supplement to the higher education
system in China , the increase on the knowledge, skills, technology and the encourage of
national policy. The plethora of private colleges formed a huge impact to the GY company
of Guangdong since the 21st century. The marketing has become one of the main strategy
to get the customer and occupy the adult higher education markets when facing the
increasingly market competition. Through the investigation to know the GY company exist
a lot of problem, as the marketing organization is not sound, single marketing channels,
marketing management lag and so on, it has affected seriously to the company’s business
goals. In order to achieve the company’s goal of creating the first brand adult higher
education, needs to research on marketing channel operation system, put forward the
scientific and reasonable suggestions for the existing problems, and formulate
corresponding measures.
This paper based on the study of education industry marketing operation related literature
at home and abroad, analysis the present situation and problems of the Guangdong
education industry marketing channel by the marketing and service marketing theory. Then,
the article study the marketing channel operation of the GY education company. Study on
the macro environment, as the political and legal, economic, social, cultural and technical
and so on by the PEST analysis method; At the same time, clarify the superiority,
disadvantage of the company’s marketing operations, and the opportunities and challenges
of development by the SWOT analysis method. Points out the problems of marketing
operations in the current with the reality of the company, so that to clear and definite the
direction and key of the development of the company marketing channel, and avoid the
negative effects by the one’s own disadvantage and external threat.
This paper according to the working experience and market research, segmentation, choice
and positioning the adult higher education education market of the GY company, and on
this basis, has established the marketing operations strategy planning from the marketing
channel development, channel management and word of mouth marketing, so as to provide
reference for company marketing goals.
Key words: GY company; Education services; Marketing channels; Strategy researchV
目 录
摘要.....I
ABSTRACT.........IV
目 录...V
1 绪 论.1
1.1 研究背景及意义...1
1.1.1 研究背景...........1
1.1.2 研究意义...........2
1.2 相关文献综述........2
1.2.1 国外研究...........2
1.2.2 国内研究...........3
1.3 相关理论研究.......4
1.3.1 市场营销理论...4
1.3.2 教育营销的特点和构成...........6
1.4 研究方法、内容及创新点...........7
1.4.1 研究方法和内容...........7
1.4.2 实现创新点.......9
2 GY 公司所在的广东地区教育行业营销现状与问题分析10
2.1 广东地区教育行业现状..10
2.1.1 广东省教育行业发展概况.....10
2.1.2 广东省教育行业营销现状.....11
2.2 广东教育行业市场营销存在的问题......13
2.2.1 营销渠道效能较低，潜能没有充分发挥......13
2.2.2 营销管理机制不健全，自我改革创新乏力.15
2.2.3 口碑营销基础支撑不牢，难以形成品牌优势.........15
2.3 广东教育行业发展对 GY 公司带来的影响.......16
2.3.1 行业普遍存在的问题，为公司发展提供机遇..........16
2.3.2 部分企业营销能力强，给公司规模拓展带来压力.16
3 GY 公司成人教育现状分析18
3.1 GY 公司简介........18
3.1.1 GY 公司概况....18
3.1.2 GY 公司经营现状........18VI
3.2 GY 公司成人教育营销 PEST 及 SWOT 分析........20
3.2.1 GY 公司成人教育营销 PEST 分析......20
3.2.2 GY 公司成人教育营销 SWOT 分析......23
3.3 GY 公司成人教育营销存在的问题以及原因....28
3.3.1 营销渠道缺乏规划，生源竞争无优势.........28
3.3.2 营销管理缺乏整合，生源吸引力不强.........29
3.3.3 品牌产品建设不牢，无法获得生
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