随着社会经济和科学技术的发展，知识不断的更新以及学习形式的不断创 新，使得学习成为社会发展的迫切需求，在国家大力提倡建设“学习型社会”的 时代背景下，我国教育事业进入全新的发展阶段，医学教育作为我国教育一个重 要成分，也迎来了发展契机。为了壮大专业医疗卫生人员规模、全面提高我国医 疗卫生人员技术水平，改善医师队伍的专业结构，国家已相继出台了关于促进和 加强全科医生、住院医师培养建设的相关政策及措施，医学教育行业将因此受益。 同时，医学教育作为“健康中国”战略的重要内容，其发展直接关系到国计民生， 因此，医学卫生人才的培养必须是高标准、严要求的，国家会不断规范从业人员 资质及岗位胜任力的考核，促进医学教育的改革和疾病诊疗水平的进步。因医学 学科的特点，各类晋升、考核、继续教育均需参加考试，“终身学习”成了医生 的座右铭。这些都将带给医学教育培训市场新的机遇与挑战。 作为河南省最具知名度和影响力的医学教育品牌，河南好大夫教育科技教育 有限公司（以下简称好大夫教育）成立 11 年以来，即经历了医学教育培训项目 高速增长的辉煌发展期，也遇到了医考培训机构瓜分市场导致的利润下降、培训 项目结构不合理导致的业绩疲软等发展瓶颈。展望未来，河南好大夫教育科技有 限公司的发展既迎来了良好的契机，也面临着新的风险和竞争压力。 本文以好大夫教育为研究对象，通过理论联系实际的方式，以好大夫教育的 医考培训项目的为例，在结合研究背景的基础上对相关理论进行了梳理。然后， 运用“宏观环境分析模型”、“波特五力模型”对好大夫教育的外部营销环境进 行分析，结合对好大夫教育的基本情况、组织结构以及内部资源和项目能力的内 部营销环境分析，使用“SWOT 分析法”对好大夫教育所处的社会环境及竞争环 境进行了整体环境的动态分析，对于好大夫医考培训项目发展中的优势以及不足 进行了详细的分析说明。通过市场调查问卷，结合前述分析好大夫医考培训项目 进行了精确的市场定位。由此，对好大夫教育医考培训项目的营销方案设计提出 了参考方向，从产品策略设计对产品体系和产品服务给出了建议，对成熟产品、 新产品和组合产品分别给出了对应的定价策略设计，对营销渠道进行了梳理和规 划，也提出了组合营销推广的方案，并从组织结构、人力资源、技术、财务、企 业文化方面制定了推动营销方案实施的保障措施。 本文的研究，围绕目前医学教育培训机构的发展需求展开分析，希望可以为 医学教育培训机构的发展提供借鉴。 关键词，好大夫教育；医考培训；营销方案设计II Abstract With the development of social economy, science and technology, the constant renewal of knowledge and the continuous innovation of learning forms, learning has become an urgent need of social development. Under the background of the national vigorously advocating the construction of a learning society, education in China has entered a new stage of development. Medical education is regarded as education in China. An important component also ushered in opportunities for development. In order to enlarge the scale of professional medical and health personnel, comprehensively improve the technical level of medical and health personnel in China, and improve the professional structure of the medical and health personnel, the state has promulgated relevant policies and measures to promote and strengthen the training and construction of general practitioners and residents, which will benefit the medical education industry. At the same time, as an important part of the strategy of Healthy China, the development of medical education is directly related to the national economy and people's livelihood. Therefore, the training of medical and health personnel must be of high standards and strict requirements. The state will constantly standardize the assessment of qualifications and post competencies of practitioners, and promote the reform of medical education and the level of disease diagnosis and treatment. Progress. Because of the characteristics of medical disciplines, all kinds of promotion, assessment and continuing education are required to take examinations. Lifelong learning has become a doctor's motto. All these will bring new opportunities and challenges to the medical education and training market. As the most famous and influential brand of medical education in Henan Province, Henan Education of Good Doctors Science and Technology Education Co., Ltd. (hereinafter referred to as Education of Good Doctors) has experienced a brilliant period of rapid growth in medical education and training projects since its establishment 11 years ago. It has also encountered a decline in profits caused by the market partitioning of medical examination and training institutions and a weak performance caused by the unreasonable structure of training projects. The bottleneck of development. Looking forward to the future, the development of Henan Good Doctor Educational Technology Co., Ltd. has not only ushered in a good opportunity, but also faced with new risks and competitive pressures. This paper takes good doctor education as the research object, through the wayIII of combining theory with practice, taking the medical examination training project of good doctor education as an example, combing the relevant theories based on the research background. Then, using macro environment analysis model and Porter Five Forces Model to analyze the external marketing environment of the good doctor education, combining with the analysis of the basic situation, organizational structure, internal resources and internal marketing environment of the project ability of the good doctor education, using SWOT analysis method to analyze the social environment and competitive environment of the good doctor education State analysis, for the good doctor medical examination training project in the development of the advantages and disadvantages of a detailed analysis. Through the market survey questionnaire, combined with the above analysis of the doctor medical examination training project, the accurate market positioning is carried out. Therefore, this paper puts forward the reference direction for the marketing scheme design of the good doctor education and medical examination training project, gives suggestions for the product system and product service from the product design, gives the corresponding pricing strategy design for mature products, new products and combination products respectively, combs and plans the marketing channels, and also puts forward the scheme for the promotion of combination marketing, and from the organizational structure and people In terms of resources, technology, finance and corporate culture, we have formulated safeguard measures to promote the implementation of marketing programs. This paper focuses on the current development needs of medical education and training institutions, hoping to provide reference for the development of medical education and training institutions. Key words:Education of Good Doctors ； Training for medical examinations ； Marketing plan design目 录 摘要.........................................................................................................................I Abstract ......................................................................................................................... II 第 1 章 绪论..................................................................................................................1 1.1 论文研究的背景和意义......................................................................................... 1 1.1.1 论文研究背景............................................................................................... 1 1.1.2 研究意义....................................................................................................... 3 1.2 国内外相关研究综述和评析................................................................................. 4 1.2.1 国外研究综述............................................................................................... 4 1.2.2 国内研究综述............................................................................................... 5 1.3 论文内容结构......................................................................................................... 8 1.4 论文采用的研究方法和技术路线......................................................................... 8 1.4.1 研究方法..............................