华商书院是国内以董事长、总经理为培训对象的全国游学国学培训机构
公司经过近年的发展，企业规模实现增长，但其国学培训业务仍存在亟待解决
的问题，具体表现为营销策略的系统性缺失、营销策略单一、营销队伍素质较
低等。华商书院需要根据国学培训市场现况，结合品牌定位与企业实力，制定
针对性的营销策略
本文以华商书院国学培训的营销问题作为研究对象，分析华商书院国学培
训目前的营销现状以及存在的问题。通过对其营销环境进行宏观环境和微观环
境的分析发现，宏观环境方面，技术发展水平、社会环境、国内经济水平、相
关政策影响下，企业发展会受到一定约束，但同时也为企业发展提供了一定机
遇；微观方面，市场需求广阔，通过针对性的营销策略能够在行业竞争中获得
发展空间。本文对华商书院的优势和劣势、机遇和威胁进行了系统分析，并制
定了相应策略
在整体的战略方向清晰后，在对华商书院国学培训业务进行市场细分的基
础上，将目标市场的选择定位于中高端用户，选择渗透性培养低端用户。根据
STP策略分析制定服务营销策略，并针对产品等过程分别进行详细分析和阐述，
吉林大学硕士学位论文
吉林大学硕士学位论文
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根据华商书院实际情况制定了基于7Ps理论的营销组合策略。具体的实施策略包
括：围绕高端市场定位打造培训课程业务高端品牌，根据产品成本等因素合理
定价，打造渠道多元化，加强有形服务展示高端化，注重国学讲师的招聘、管
理与培训，严格把控过程管理。最后对已制定的营销策略提出了实施保障，分
别从人力资源、财力与物力资源和企业管理阐述服务营销策略实施的保障，并
提出了初步预案
通过上述研究得出，华商书院的国学培训业务，面向企业家等人群，定位
于高端市场。结合目前国学培训市场环境与公司具体实况，将推广渠道与营销
网络进行视觉优化与移动互联网化，对现有官方网站进行用户界面升级，同时
对课程内容更新并做出调整，提高师资配比与整体实力。希望本文研究内容能
够为华商书院的国学培训业务营销工作提供具有建设性和操作性的参考，为华
商书院有效开展营销工作做出贡献
关健词：
国学教育，市场营销，培训行业
III
Abstract
Research on the Marketing Strategy of Huashang Academy
In recent years, with the hundred lectures, good Chinese poetry and other TV
programs have been broadcast, the heat of national science continues to rise, the
training market for national science has also flourish, the competition is increasingly
fierce, at the same time, it also exposes many problems in the training market of
abroad. At present, the high price of the national school training class is too high, the
content of the national school training is controversial, and the effectiveness of the
national school training is exaggerated, which leads to the commercialization of the
national education training and the lack of the significance of the national education.
The Chinese business academy is a national travel and study training institution
in China. After the development of the company in recent years, the scale of the
enterprise has been growing, but there are still problems to be solved in the training
business of its national science. The specific performance is the lack of systematic
marketing strategy, the single marketing strategy, and the low quality of the marketing
team. According to the current situation of Sinology training market, combined with
brand positioning and enterprise strength, the Chinese business academy should
formulate targeted marketing strategies.
In this paper, the marketing problem of Sinology training in the Chinese business
academy is taken as the research object, and the current marketing situation and
existing problems of the Sinology training in the Chinese business academy are
analyzed. Through the analysis of the macro environment and micro environment of
its marketing environment, it is found that under the influence of the macro
environment, the technological development level, the social environment, the
吉林大学硕士学位论文
吉林大学硕士学位论文
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domestic economic level and the related policies, the enterprise development will be
constrained, but it also provides some opportunities for the development of the
enterprise. Microcosmic aspect, the market demand is broad, through the targeted
marketing strategy, can obtain the development space in the industry competition.
This paper makes a systematic analysis of the strengths and weaknesses,
opportunities and threats of Huashang Academy, and formulating corresponding
strategies.
After the overall strategic direction is clear, on the basis of the market
segmentation of the Chinese business academy training business, the choice of the
target market is positioned in the middle and high end users, and the permeability is
chosen to cultivate the low end users. According to the STP strategy analysis, the
service marketing strategy is formulated. In the light of the actual situation of the
Chinese Academy of Commerce, a marketing mix strategy based on 7Ps theory is
formulated. The specific implementation strategies include: building the high end
brand word of mouth around the high-end market positioning, pricing reasonable
according to the product cost, creating the diversification of channels, strengthening
the high-end service display, paying attention to the recruitment, management and
training of the lecturers, and strictly controlling the control process. Finally, we put
forward the implementation guarantee of the developed marketing strategy,
respectively from the human resources, financial resources and material resources and
enterprise management to explain the implementation of the service marketing
strategy, and put forward a preliminary plan.
Through the above research, we can conclude that the Sinology training business
of the Chinese business academy is located in the high-end market for entrepreneurs
and other people. Combined with the current market environment of national learning
training and the actual situation of the company, the promotion channel and
marketing network will be used for visual optimization and mobile Internet, the user
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