音舞年华艺术培训教室营销策略研究
Business Plan of Yin Wu Nian Hua Art Training Base
Abstract
As time develops and people’s living standards improve, the people’s pursuit on
spirit and culture is getting higher and higher, leading to various art training institutions
comes to being. Dance training belongs to an important art training category and
develops rapidly. In addition, because the entry threshold of the industry is very low,
the industry tends to be homogenized, and the market competition becomes particularly
fierce. The study purpose of this article is to help training institutions to choose a good
market positioning and take effective marketing strategies, so as to find ways to attract
more customers to gain competitive advantages.
This article takes the Yin Wu Nian Hua Art Training Base as an example,
combined with the specific situation of the studio, studies the current situation of the
marketing strategy of the Training Base, and summarizes the problems in the marketing
strategy: lack of product features, unreasonable schedule, single pricing method, poor
drainage effect, conservative promotion channels, etc. Then, using the PEST analysis
method, through the economic and humanistic aspect. At the same time, through the
five forces analysis to analyze the industry competition environment from five aspects:
competitors, new entrants, substitutes, suppliers and customers. Then use the 4P
marketing theory to make optimization suggestions for the marketing strategy of the
training base: in terms of product strategy, build core products and increase member
stability through differentiated products and improve the quality of similar products; in
terms of price strategy, adopt staged pricing, in terms of the promotion strategy, the
online and offline promotion must be in parallel, especially to seize the advantages of
online promotion; in terms of channel strategy, the promotion of partnership channels
shall be conducted..
Through the analysis of the marketing status of Yin Wu Nian Hua Art Training
Base, it found out its problems, and proposed targeted improvement plans. It is hoped
that the brand recognition of the Yin Wu Nian Hua Art Training Base, and bring new
students, and then to promote the development of training classrooms. Provide
guidance and reference value for the better development of other training institutions
as well.
Key words: Dance training; Market strategy; 4Ps
-II-

大连理工大学专业学位硕士学位论文
目录
摘
要................................................................................................................ I
Abstract................................................................................................................. II
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研究方法及研究内容..........................................................................3
1.2.1研究方法..................................................................................3
1.2.2研究内容..................................................................................3
2文献综述..........................................................................................................5
2.1战略相关理论与工具..........................................................................5
2.1.1战略管理理论..........................................................................5
2.1.2 SWOT分析法.............................................................................5
2.1.3 PEST分析法.............................................................................5
2.1.4波特五力分析法......................................................................6
2.2营销相关理论与工具..........................................................................7
2.2.1 STP营销理论...........................................................................7
2.2.2 4P营销策略.............................................................................8
2.3音舞教育相关研究................................................................................9
2.3.1国外研究..................................................................................9
2.3.2国内研究................................................................................10
3培训教室概况及营销问题............................................................................12
3.1培训教室概况....................................................................................12
3.1.1教室简介................................................................................12
3.1.2运营情况................................................................................12
3.2音舞教室营销概况............................................................................13
3.2.1产品现状................................................................................13
3.2.2价格现状................................................................................14
3.2.3推广现状................................................................................14
3.3现存营销问题....................................................................................16
3.3.1产品缺乏差异性....................................................................16
3.3.2定价缺乏灵活性....................................................................16
3.3.3线上推广效果不及预期........................................................16
4外部环境分析................................................................................................18
-III-

音舞年华艺术培训教室营销策略研究
4.1宏观环境分析....................................................................................18
4.1.1政策环境分析........................................................................18
4.1.2经济环境分析........................................................................19
4.1.3社会环境分析........................................................................21
4.1.4科技环境分析........................................................................24
4.2行业竞争分析....................................................................................24
4.2.1潜在竞争者威胁....................................................................24
4.2.2替代品威胁............................................................................25
4.2.3购买者议价能力....................................................................26
4.2.4供应商议价能力....................................................................26
4.2.5业内现有竞争者....................................................................27
4.3市场分析............................................................................................30
4.3.1舞蹈培训行业市场现状分析................................................30
4.3.2发展趋势分析........................................................................32
5内部环境分析................................................................................................33
5.1内部资源分析....................................................................................33
5.1.1教师资源................................................................................33
5.1.2客户资源................................................................................33
5.2内部能力分析....................................................................................38
5.2.1教