专业学位硕士学位论文
DLHR 公司营销策略研究
Research on Marketing Strategy of DLHR Company
作 者 姓 名：齐蕴达
学科、 专业： 工商管理
学 号： 32011204
指 导 教 师：董大海
完 成 日 期：2022 年 5 月 27 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。除文中已经注明引用内容地方外，本论文不包含其他
已经发表的研究成果，也不包含其他已申请学位或其他用途使用过的成果。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：
作 者 签 名 ：日期： 2022 年 5 月 27 日
大连理工大学专业学位硕士学位论文
摘 要
近年来，人们对于教育的关注度和重视程度越来越高，中小学学生校外教育培训市
场迅速升温，并保持着迅猛的发展态势。大量资本涌入教育，加上新冠疫情的爆发，让
在线教育迅速铺开市场，2021年“双减”政策施行，大量学科教育机构涌向素质教育，
行业竞争已趋于白热化。复杂且不可预测的外部环境迫使教育培训机构的管理者们开始
更加重视营销策略，希望能够迅速打开市场，提高市场占有率和知名度。
DLHR 公司是总部位于大连的一家 AI 教育培训机构，经过四年的市场开拓，公司
在市场开发方面进展缓慢，每年实际完成的业绩与公司设定的目标相比差距较大。本文
通过对 DLHR 公司内外部营销环境的分析，结合市场营销相关理论，研究该公司增收引
流的市场营销策略，致力于能够解决公司营销问题，提升公司综合实力。
首先，本文通过问卷调查与工作人员访谈，在深入调研的基础上，提出研究对象
DLHR 公司存在品牌宣传不到位、渠道建设不完善、市场营销团队不健全等问题。继之，
本研究运用市场营销的环境分析方法对DLHR 公司所处的外部营销环境和内部资源能
力进行了分析。然后，运用STP 理论，进行市场细分，选择目标市场，并确定市场定位，
帮助 DLHR 公司做出有效市场决策。再运用营销组合策略理论，从产品、价格、渠道、
促销四个方面为 DLHR 公司设计营销策略方案。最后，提出配套保障措施，包含建立完
善的营销组织机构、建立培训考核和激励机制等，确保营销策略可操作、可落地。
本文将营销理论与方法与公司营销实际相结合，制定出符合 DLHR 公司发展的市场
营销策略，对 DLHR 公司改进营销工作、提升业绩具有较好的现实指导意义，对促进我
国中小学学生教育机构市场营销质量提升、促进市场健康发展也具有一定的指导借鉴意
义。
关键词：AI教育；在线学习平台；产品策略；定价策略；营销策略
- I -DLHR 公司营销策略研究
Research on Marketing Strategy of DLHR Company
Abstract
In recent years, people are paying more and more attention to education, and the
off-campus education and training market for primary and secondary school students is
heating up rapidly and maintaining a rapid development trend. A large amount of capital into
education, coupled with the outbreak of the new crown epidemic, so that online education
quickly spread the market, 2021 "double reduction" policy implementation, a large number of
subject education institutions to quality education, industry competition has tended to
white-hot. The complex and unpredictable external environment has forced managers of
education and training institutions to start paying more attention to marketing strategies in the
hope of opening up the market quickly and increasing market share and awareness.
DLHR is an AI education and training organization headquartered in Dalian. After four
years of market development, the company has made slow progress in market development,
and the actual results accomplished each year are large compared to the goals set by the
company. By analyzing the internal and external marketing environment of DLHR and
combining with marketing-related theories, this thesis studies the marketing strategy of the
company to increase revenue and attract flow, and devotes to solving the marketing problems
of the company and improving its comprehensive strength.
Firstly, through questionnaire survey and staff interview, based on in-depth research, this
thesis proposes that DLHR, the research target, has problems such as poor brand promotion,
imperfect channel construction and unsound marketing team. Following that, this study
analyzed the external marketing environment and internal resource capabilities of DLHR
using the environmental analysis method of marketing. Then, using STP theory, market
segmentation is conducted, target markets are selected, and market positioning is determined
to help DLHR make effective market decisions. Then use the marketing mix strategy theory
to design a marketing strategy plan for DLHR from four aspects: product, price, channel,
promotion. Finally, put forward supporting security measures, including the establishment of
a sound marketing organization, the establishment of training and assessment and incentive
mechanisms to ensure that the marketing strategy can be operated and can be implemented.
This thesis combines marketing theories and methods with the company;s marketing
reality to develop a marketing strategy that meets the development of DLHR. It is a good
practical guidance for DLHR to improve its marketing work and enhance its performance. It
also has some guiding significance to promote the quality improvement of marketing of
educational institutions for primary and secondary school students in China and to promote
the healthy development of the market.
- II -
大连理工大学专业学位硕士学位论文
Key Words：AI education; Online learning platform; Product strategy; Pricing strategy;
The marketing strategy
- III -