I 摘要 重庆WT教育培训机构成立于2010年，定位于少儿英语教育培训专业机构，经 过近10年发展，学生规模、师资规模逐步壮大，目前在重庆本地少儿英语培训市 场具有一定的知名度和市场地位。2019年岁末，重庆WT教育培训机构进一步确立 了未来发展战略，希望利用5-10年时间将机构发展成为重庆领先的少儿英语培训机 构。要实现这一目标，重庆WT教育培训机构就必须转变原有的重生源数量扩展， 轻视教育产品品质的倾向，要更多的在教育课程产品设计，产品购买前和购买后等 环节加强对顾客价值的科学分析，真正做到从顾客角度出发，依靠顾客价值来进行 重庆WT教育培训机构的营销战略以及策略的设计，这样才能实现在同质化市场上 的竞争区隔，才能够真正实现未来发展目标。 本文在研究中采用文献研究法、案例分析法及调查分析法等，对重庆WT教育 培训机构基于顾客价值营销策略进行了分析，并提出基于顾客价值营销策略构建的 相关建议。全文共分七部分，第一部分主要分析本文选题的背景及意义；第二部分 对顾客价值、服务营销、教育营销的相关概念理论进行了介绍；第三部分分析了重 庆WT教育培训机构的市场营销环境，以及现有营销策略；第四部分主要基于顾客 价值对重庆WT教育培训机构营销策略进行了调研，结合调研的情况，指出其营销 策略存在的问题；第五部分对重庆WT教育培训机构基于顾客价值的营销策略改进 提出建议；为了保障策略得以有效实施，第六部分提出了保障措施；第七部分为研 究的总结和不足。 本文的研究以顾客价值理论以及营销相关理论为基础，帮助构建基于顾客价值 的重庆WT教育培训机构营销策略体系，为公司的未来的发展提供一个有益的参考。 关键词：营销策略，顾客价值，英语培训机构 Abstract III ABSTRACT Founded in 2010, Chongqing WT education and training institution is positioned as a professional institution of children's English education and training. After nearly 10 years of development, the scale of students and teachers has grown gradually. At present, it has a certain popularity and market position in Chongqing local children's English training market. At the end of 2019, Chongqing WT education and training institution further established its future development strategy, hoping to use 5-10 years to develop the institution into Chongqing's leading children's English training institution. In order to achieve this goal, Chongqing WT education and training institutions must change the original trend of focusing on the expansion of the number of students, despise the quality of education products, and strengthen the scientific analysis of customer value in the design of education curriculum products, before and after the purchase of products, so as to realize the marketing of Chongqing WT education and training institutions from the perspective of customers The strategy and the design of the strategy, in order to achieve the competitive separation in the homogeneous market, can really achieve the future development goals. In this paper, literature research method, case analysis method and investigation analysis method are used to analyze the marketing strategy based on customer value of Chongqing WT education and training institutions, and relevant suggestions are put forward to build the marketing strategy based on customer value. The paper is divided into seven parts, the first part mainly analyzes the background and significance of this topic; the second part introduces the related concept theories of customer value, service marketing and education marketing; the third part analyzes the marketing environment and existing marketing strategies of Chongqing WT education and training institutions; the fourth part mainly analyzes the marketing strategies of Chongqing WT education and training institutions based on customer value The fifth part puts forward suggestions to improve the marketing strategy of Chongqing WT education and training institutions based on customer value; in order to ensure the effective implementation of the strategy, the sixth part puts forward safeguard measures; the seventh part is the summary and deficiency of the research. Based on the theory of customer value and marketing theory, this paper helps to build the marketing strategy system of Chongqing WT education and training institutions based on customer value, and provides a useful reference for the future development of t he company. 重庆理工大学硕士学位论文 IV Key words: Marketing strategy, Customer value, English training institutions 目 录 V 目 录 摘要 ................................................... I ABSTRACT ............................................... III 1 绪论 ................................................... 1 1.1研究背景和意义 ............................................... 1 1.1.1研究背景 ......................................................... 1 1.1.2研究意义 ......................................................... 2 1.2 国内外研究综述 .............................................. 2 1.2.1顾客价值理论国内外研究 ............................................ 2 1.2.2教育营销国内外研究 ................................................ 6 1.2.3文献述评 ......................................................... 8 1.3 研究内容、方法和技术路线 ..................................... 8 1.3.1研究内容 ......................................................... 8 1.3.2研究方法 ......................................................... 9 1.3.3技术路线 ......................................................... 9 2相关理论基础 ........................................... 11 2.1教育营销理论 ................................................ 11 2.2服务营销理论 ................................................ 11 2.3顾客价值理论 ................................................ 13 2.3.1 顾客价值内涵 ........................................................ 13 2.3.2 顾客价值特点 ........................................................ 13 2.3.3顾客价值理论模型 ..................................................... 13 3 重庆WT教育培训机构营销策略现状 ........................ 17 3.1 重庆WT教育培训机构介绍 ..................................... 17 3.2重庆WT教育培训机构市场营销环境分析 ......................... 17 3.2.1宏观营销环境分析 ................................................. 17 3.2.2微观营销环境分析 ................................................. 20 3.3 重庆WT教育培训机构营销策略现状 ............................. 23 3.3.1产品策略 ........................................................ 24 重庆理工大学硕士学位论文 VI 3.3.2价格策略 ........................................................ 25 3.3.3分销策略 ........................................................ 25 3.3.4促销策略 ........................................................ 26 3.3.5人员管理 ........................................................ 26 3.3.6有形展示 ........................................................ 26 3.3.7过程管理 ........................................................ 27 4基于顾客价值的重庆WT教育培训机构营销策略调研分析 ....... 29 4.1调研设计 .................................................... 29 4.1.1调研指标维度的确定 ................................................... 29 4.1.2问卷设计 ............................................................. 30 4.1.3问卷信效度分析 ....................................................... 32 4.2调研执行 .................................................... 34 4.3调研结果统计分析 ............................................ 34 4.3.1基础信息统计 ......................................................... 34 4.3.2基于顾客价值的营销策略调研统计分析 ................................... 36 4.3.3开放问卷统计分析 ..................................................... 42 4.4重庆WT教育培训机构营销策略存在问题总结 ...................... 42 4.4.1服务项目方面存在的问题 ............................................... 43 4.4.2师资方面存在的问题 ................................................... 43 4.4.3价格策略上存在的问题 ................................................. 44 4.4.4竞争手段上存在的问题 ................................................. 44 5基于顾客价值的重庆WT教育培训机构营销策略改进 ........... 45 5.1改进思路 .................................................... 45 5.2基于顾客价值的重庆WT教育培训机构营销策略改进措施 ............ 45 5.2.1产品策略 .........