独创性声明
本人声明所呈交的论文是我个人在导师指导下进行的研究工作及取得的研
究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他
人已经发表或撰写过的研究成果，也不包含为获得北京工业大学或其它教育机构
的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均
已在论文中作了明确的说明并表示了谢意。
签
日
名：
期： 2021年 6月 18日
关于论文使用授权的说明
本人完全了解北京工业大学有关保留、使用学位论文的规定，即：学校有权
保留送交论文的复印件，允许论文被查阅和借阅；学校可以公布论文的全部或部
分内容，可以采用影印、缩印或其他复制手段保存论文。
（保密的论文在解密后应遵守此规定）
签
名：
日
日
期： 2021年 6月 18日
期： 2021年 6月 18日
导师签名：

摘
要
摘要
近年来，随着国家在教育领域的持续投入，我国研究生教育事业取得了长足
发展。与此同时，高效毕业生数量不断增加，为提升就业竞争力，相当数量的学
生开始追求研究生教育。面对考研压力的不断增大，参加考研培训正越来越吸引
考生选择，伴随着考研经济的热潮，考研培训机构数量日益增加。经过长久发展，
目前的考研培训市场正面临新的挑战：一方面，传统机构不断瓜分线下市场，新
冠疫情影响下，在线机构纷纷振兴；另一方面，新机构的不断进驻和新技术的应
用，使得很多机构逐渐占据优势地位，用户需求和选择日益多元。
目前，整个考研培训市场正面临新的机遇和挑战。作为传统考研培训机构的
WD公司，在市场营销中也正在遇到种种难题，亟需寻求突破。在如此严峻的形
势下，WD公司应该如何调整营销策略，确保在市场中保持竞争优势，是本研究
选题的意义所在。
本论文运用营销相关理论和分析方法，基于服务营销理论，研究分析 WD
公司的服务营销策略。首先，对 WD公司的营销策略现状进行分析，揭示公司
在营销策略中面临的挑战；其次，在现有数据和资料研究的基础上，针对渠道策
略、宣传推广和客户满意度等具体问题展开市场调研，形成对 WD公司营销策
略的调研诊断和问题明确，并尝试给出原因分析；再次，从宏观环境入手，聚焦
国内考研培训市场，从市场环境与竞争环境两个角度，进一步分析 WD公司所
处的市场环境和竞争劣势；最后，在明晰现存的问题及挑战后，结合理论研究与
调研分析结果，基于服务营销理论针对性地为 WD公司营销策略提出改进建议，
并为其制订实施保障。
关键词：考研培训；营销策略；服务营销
-I-

Abstract
Abstract
In recent years, with the continuous investment of the state in the field of
education, China's graduate education has made great progress. At the same time, the
number of highly effective graduates keeps increasing, and a considerable number of
students begin to pursue graduate education in order to enhance their employment
competitiveness. In the face of the increasing pressure of postgraduate entrance
examination, postgraduate entrance examination training is attracting more and more
candidates to choose. With the upsurge of postgraduate entrance examination
economy, the number of postgraduate entrance examination training institutions is
increasing. After long-term development, the current postgraduate entrance
examination and training market is facing new challenges: on the one hand, traditional
institutions are constantly carving up the offline market, while online institutions have
been revitalized under the influence of COVID-19; On the other hand, with the
continuous introduction of new institutions and the application of new technologies,
many institutions gradually occupy a dominant position, and users' demands and
choices become increasingly diversified.
At present, the whole market is facing new opportunities and challenges. WD
company, as a traditional postgraduate entrance examination training institution, is
also encountering various difficulties in marketing and needs to seek breakthrough
urgently. Under such a severe situation, how WD company should adjust its marketing
strategy to ensure that it can maintain its competitive advantage in the market is the
significance of this study.
This paper uses marketing theory and analysis method, based on service
marketing theory, research and analysis WD company's service marketing strategy.
Firstly, WD company's marketing strategy status is analyzed to reveal the company's
challenges in marketing strategy. Secondly, based on the existing data and data
research, market research was carried out on specific issues such as channel strategy,
publicity and promotion, customer satisfaction, etc., to form a survey diagnosis and
clear problems of WD company's marketing strategy, and to try to give a cause
analysis. Thirdly, from the perspective of macro environment, focusing on the
domestic postgraduate entrance examination and training market, WD company's
market environment and competitive disadvantage are further analyzed from the
perspectives of market environment and competitive environment. Finally, after
clarifying the existing problems and challenges, combined with the results of
theoretical research and investigation and analysis, based on the service marketing
theory, the improvement suggestions were proposed for WD company's marketing
strategy, and the implementation guarantee was formulated.
Keywords: postgraduate training, marketing strategy, service marketing
-III-
。。。以下略