中国经济的腾飞提升了国内教育事业的发展速度，而对于个人而言，在当前白热化 的市场竞争环境当中，如果想要获得更好的职业生涯发发展，实现个人价值，同样必须 依靠雄厚的综合实力作为支撑。在这一背景之下，国内的MBA教育及辅导行业开始不 断兴盛，在机遇背后往往存在无数的风险。由于MBA培训行业中的企业数量不断增加， 都期望能够在教育改革中分得一杯羹，直接导致整个MBA教育培训行业内部出现秩序 混乱、竞争严酷等问题，Z机构作为MBA培训学校要想在如此激烈的市场环境中获得 一席之地，实现长期发展战略，必须建立一套科学有效的营销策略，才能保证其在行业 竞争中立于不败之地。 Z机构创建于1999年，经过十余年潜心发展，Z机构已经成为国内教育服务业中的 综合性企业集团，集合MBA辅导面授教学培训、MBA网校远程教育、图书教材及音 像制品的出版发行于一体。Z机构已经在MBA培训行业内具有了较为强劲的实力，但 由于行业门槛相对较低，客户群体对于业内企业水平的辨识度不高，所以行业内出现越 来越多的竞争对手直接造成Z机构目前的市场占有率不断下降，再加上产品的同质化、 价格战等问题，使得Z机构的盈利能力也在不断减弱，长此以往，Z机构可能会面临更 加严峻的生存问题。本论文以国内MBA考前辅导行业为研究背景，以目前Z机构的市 场营销策略为研究对象，通过四个Z机构中实际存在的典型案例，对当前Z机构的市场 营销现状进行全面展示。随后将对国内外培训机构市场营销研究文献和市场营销理论、 模型进行梳理，利用这些科学的依据对造成Z机构出现市场营销危机的根本原因进行全 面剖析，论文将结合Z机构的实际运营情况，为其提出有针对性的问题优化策略，帮助 Z机构顺利突破当前的市场营销危机，重新回到行业龙头地位。 通过本文的研究不仅能够帮助Z机构摆脱由于市场营销策略不佳带来的困扰，更重 要的是这些研究成果还可以帮助相关部门更好的对国内MBA教育培训机构进行管理和 规范。 关键词：MBA考前辅导；市场营销策略；Z机构；案例 Z机构MBA考前辅导营销策略案例研究 -II- ACaseStudyontheMarketingStrategyofMBAEntranceExamination CoachingBusinessofCompanyZ Abstract TherapiddevelopmentofChina’seconomichasincreasedthepaceofdevelopmentof domesticeducation.Andforindividuals,inthecurrentwhite-hotmarketcompetition environment,ifyouwanttoachievebettercareerdevelopmentandpersonalvalue,youmust alsorelyonstrongcomprehensivestrengthasasupport.Therefore,inthiscontext,the domesticMBAeducationandguidanceindustrybegantoflourish.Butthereareoften countlessrisksbehindtheopportunities,becausethenumberofenterprisesinMBAtraining industryisincreasing,theyallexpecttobeabletogetashareintheeducationreform,which directlyleadstotheinternalorderchaosofthewholeMBAeducationandtrainingindustry, togetherwithseverecompetitionandotherproblems.Therefore,ifCompanyZwantstogain aplaceasMBAtrainingschoolsinsuchafiercemarketenvironmentandachievelong-term developmentstrategy,itmustestablishasetofscientificandeffectivemarketingstrategiesin ordertoensuretheirinvinciblepositionintheindustrycompetition. CompanyZwasfoundedin1999.Aftermorethantenyearsofdedicateddevelopment, CompanyZhasbecomeacomprehensiveenterprisegroupinthedomesticeducationservice industry,whichintegratesMBAface-to-facecoachingandtraining,distanceeducationin onlineschools,publicationanddistributionofbooks,trainingmaterialsandaudio-visual products.AlthoughCompanyZalreadyhasastrongpresenceintheindustry,becauseofthe relativelylowindustrythresholdandthelowlevelofcustomerrecognitionofenterprisesin theindustry,thegrowingnumberofcompetitorsintheindustrydirectlycontributestothe decliningmarketshareofCompanyZ.AndtheprofitabilityofCompanyZisalsoweakening duetotheproblemsofproducthomogeneity,pricewarandsoon.Ifso,CompanyZmayface moreseriouslife-and-deathproblems.Therefore,thispapertakesthedomesticMBA pre-examinationtrainingindustryastheresearchbackground,takesCompanyZ’scurrent marketingstrategyastheresearchobject,firstlydisplaysthecurrentmarketingsituationof CompanyZthroughfourtypicalcases,andthencombsthedomesticandforeigntraining institutionsmarketingresearchliterature,marketingtheoriesandmodels,comprehensively analyzestherootcausestoCompanyZ’smarketingcrisis.Finally,thepapercombinesthe actualoperationofCompanyZ,putsforwardtargetedoptimizationstrategiesforittohelp CompanyZsuccessfullybreakthroughthecurrentmarketingcrisis,andreturntotheleading positionoftheindustry. 大连理工大学专业学位硕士学位论文 -III- TheresearchofthispapercannotonlyhelpCompanyZOrganizationtogetridofthe problemscausedbypoormarketingstrategy,butalsohelptherelevantdepartmentstobetter manageandstandardizethedomesticeducationalandtraininginstitutions. KeyWords：PreMBACoaching,MarketingStrategy,CompanyZ,Case Z机构MBA考前辅导营销策略案例研究 -IV- 目录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1绪论..............................................................................................................................1 1.1研究目的及意义................................................................................................1 1.1.1研究目的.................................................................................................1 1.1.2研究意义.................................................................................................2 1.2研究内容及方法................................................................................................2 1.2.1研究内容.................................................................................................2 1.2.2研究方法.................................................................................................4 2案例正文......................................................................................................................6 2.1Z机构介绍........................................................................................................6 2.2管理案例描述....................................................................................................6 2.2.1完全被模仿的产品和服务.....................................................................6 2.2.2价格一降再降.........................................................................................8 2.2.3亟待拓展的销售渠道...........................................................................10 2.2.4没有效果的促销活动...........................................................................12 3案例分析....................................................................................................................14 3.1理论依据..........................................................................................................14 3.1.1市场营销的概念...................................................................................14 3.1.2营销组合理论.......................................................................................14 3.1.3市场营销分析工具...............................................................................15 3.2外部环境分析..................................................................................................17 3.2.1PEST分析............................................................................................17 3.2.2波特五力分析.......................................................................................19 3.3内部资源分析..................................................................................................22 3.3.1教学能力分析.......................................................................................22 3.3.2教学资源分析.......................................................................................22 3.3.3线上平台资源分析...............................................................................23 3.4SWOT分析.....................................................................................................24 3.4.1Z机构优势分析...................................................................................24 3.4.2Z机构劣势分析...................................................................................25 大连理工大学专业学位硕士学位论文 -V- 3.4.3Z机构机会分析..........................................................................