时代在不断进步，我们国家的市场经济更是在飞速向前发展，而教育一直都是广大 人民群众密切关注的重要问题，下一代的健康茁壮成长也是整个国家关注的重点，这就 间接促使了我国家庭在培训和教育方面的投资。随着经济能力的相应提高，对优质教育 资源的渴求也越来越强烈，政府对民办教育的发展给予了极高的重视，众多民办教育品 牌在一系列法规和政策背景下，迎来了发展机遇。民办教育培训机构作为民办教育的发 展主力军，其面临的市场竞争也可想而知的激烈。 然而，任何行业在实际发展过程中都不会是一帆风顺的，尽管国家对于民办教育机 构出台了诸多相应的促进其发展的法律法规，在多方面因素的影响下，民办教育培训机 构的经营发展仍然遇到诸多问题和阻碍，其中的原因可能涉及到外部环境宏观角度上政 策内容的不健全，也可能是民办教育培训机构内部的管理或者资金运转等方面各种各样 的原因。 本篇论文通过对STP定位理论和4P-4C-4R组合营销理论的深度分析，同时结合SWOT 分析围绕AS教培所面对的宏观营销环境，以及机构的营销情况进行系统的分析研究， 指出AS教育培训机构存在的教授课程的形式缺乏创新性和多样性、对家长和学生所作 的服务极其复杂、流程繁琐，课程价格高于市场普遍水平、市场宣传达不到具有针对性 的标准等各种问题，运用4P-4C-4R组合营销理论，提出针对性强、可操作性强的具体 营销策略，改进培训公司的营销计划，如合理增强课程灵活性，有效丰富课后服务形式、 媒体口碑营销维护等，最后，本文提出了一些建议针对AS教育培训机构教育市场行业 营销战略实施进度、战略保障和技术保障措施包括安全保障、财务保障和人力资源保障。 关键词：教育培训机构；营销手段改进与优化；组合理论；保障措施 AS教育培训机构的营销策略优化研究 -II- AStudyonMarketingStrategyOptimizationofASEducational TrainingInstitutions Abstract WiththecontinuousprogressofTheTimes,themarketeconomyofChinaisaccelerated developingandincreasing,andeducationhasalwaysbeenanimportantissueclosely concernedbythegeneralpublic.Thehealthygrowthofthenextgenerationisalsothefocus ofthewholecountry,whichindirectlypromotestheinvestmentoffamiliesintrainingand education.Governmentpaysmoreattentiontothehealthyandorderlydevelopmentofprivate education.Underthebackgroundofaseriesoflawsandregulationsissued,privateeducation brandshaveusheredinunprecedenteddevelopmentopportunities.Traininginstitutionsare facedwithconsiderablemarketcompetition.Howeveranyindustryintheactualdevelopment processwillnotbeplainsailing,andalthoughthecountryforprivateeducationinstitutions issuedmanyrelevantlawsandregulations,topromotethedevelopmentofit’sunderthe influenceofvariousfactors,theoperationoflocaleducationinstitutionsstillencountermany problemsandobstacles,thereasonmayinvolvetheexternalenvironmentofmacroscopic Angleonpolicycontentisnotsound,canalsoberunbythelocaleducationtraining institutionstheinternalmanagementandcapitaloperation,etc. ThispaperbasedontheSTPlocationtheoryand4Pto4C-4Rthedepthofthe combinationmarketingtheoryanalysis,andcombiningwiththeSWOTanalysisontheAS educationtraininginstitutionsunderthebackgroundofthecurrentsocietyfacesmacro marketingenvironment,Aswellasthemarketingoftheorganizationsbacktosystemanalysis andresearch,pointsoutthattheexistingcoursesASeducationinstitutionsintheformofa singleboring,after-schoolserviceprocessdesigncomplex,thepriceisnotreasonable, marketingarenotuptothestandardofthetargetedallsortsofproblems,suchastheuseof4 Pto4Cto4Rmarketingtheory,Putforwardthepertinenceandmaneuverabilitystrong specificmarketingstrategy,improvethetrainingcompanymarketingplan,suchasreasonable enhanceagilitycourse,effectiveformrichclassservice,usingasimplifiedserviceprocess, scientificandreducemanagementcosts,branding,CooperationImage,marketing,thispaper putsforwardsomeSuggestionsinviewoftheeducationmarketASeducationinstitutions industrymarketingstrategyimplementationprogress,strategicsupportandtechnicalsupport measuresincludesecurity,financialsecurityandhumanresourcesguarantee. 大连理工大学专业学位硕士学位论文 -III- KeyWords:TrainingInstitution;MarketingMeans;CombinationTheory;Safeguard Measure AS教育培训机构的营销策略优化研究 -IV- 目录 摘要.............................................................................................................................I Abstract...............................................................................................................................II 1绪论................................................................................................................................1 1.1研究背景及研究意义..........................................................................................1 1.2国内外研究现状..................................................................................................4 1.3研究方法及技术路线..........................................................................................5 2相关理论概述................................................................................................................7 2.1STP理论..............................................................................................................7 2.24P-4C-4R理论....................................................................................................7 2.3服务营销框架......................................................................................................8 2.4民办教育和民办培训机构.....................................................................................9 3AS教育培训公司的营销环境分析...........................................................................10 3.1AS教育培训公司简介及主营业务范围.........................................................10 3.1.1AS教育培训机构概况............................................................................10 3.1.2AS企业组织架构及服务流程................................................................10 3.1.3AS教育培训机构主要经营的业务范畴................................................11 3.1.4AS教育内部环境分析............................................................................12 3.2宏观环境分析....................................................................................................14 3.2.1政治环境..................................................................................................14 3.2.2经济环境分析..........................................................................................14 3.2.3社会文化环境分析..................................................................................14 3.3行业环境分析....................................................................................................15 3.3.1行业新成员的威胁..................................................................................15 3.3.2来自行业内竞争者的压力......................................................................15 3.3.3替代品的威胁..........................................................................................15 3.3.4供应合作商的还价能力..........................................................................16 3.3.5消费者的还价能力..................................................................................16 4AS教育培训机构营销现状及问题...........................................................................17 4.1AS教育培训机构营销策略介绍.....................................................................17 大连理工大学专业学位硕士学位论文 -V- 4.1.1传统平台上的营销手段..........................................................................17 4.1.2“互联网+”环境下的营销手段................................................................17 4.1.3两种营销手段投入和效果对比..............................................................17 4.2AS教育培训机构营销策略的SWOT分析....................................................18 4.2.1优势分析..................................................................................................18 4.2.2劣势分析..................................................................................................19 4.2.3机会分析..................................................................................................19 4.2.4威胁分析..................................................................................................20 4.3AS教育培训机构营销策略存在的问题...........