页摘要眉
摘要
近年来，为了缓解就业难题，国家不断扩大公务员的招录名额，刺激了公考
培训机构的蓬勃发展，新兴品牌不断崛起，给市场带来活力，也让公考培训行业
面临着激烈的竞争与洗牌。对于公考培训头部机构来说，既有扭转经营疲势的持
续压力，又要应付同行的市场争夺，为了争取到更多的生源和市场份额，在竞争
中杀出重围，培训机构应该不断革新，关注竞争机构，适应市场与政策变化，及
时调整营销策略，实现可持续发展。
本文以 ZG教育在洛阳地区发展为例，根据理论依据实践的思考方法，研究了
教育机构营销策略问题。首先，运用了 PEST宏观环境分析方法和波特五力模型，
对行业环境进行了剖析；其次，通过服务营销策略解析了 ZG教育的营销状况，并
总结出了营销策略组合中出现的问题，包括商品同质化、退费率增高、定价方法
简单、人才流失、服务质量有待提升等；最后，基于以上问题，从商品差异化、
价格策略改进、人才管理策略改进、服务流程优化以及加强渠道营销等七个方面
对 ZG教育的公考培训营销策略提出的改进对策。
本文通过大数据研究、市场调查、对比分析等方法，分析了 ZG教育市场营销
策略问题，经过对本课题的深入研究，探讨出了一种比较适合于 ZG教育的市场营
销方法，以便于可以更有效促进国内教育事业的成长。
关键词：公务员考试培训；7Ps理论；营销策略
论文类型：应用类
选题来源：其他
页 ABSTRACT眉
ABSTRACT
In recent years, in order to alleviate the employment problem, the country has
continuously expanded the number of civil servants recruited, which has stimulated the
vigorous developmentof public examination traininginstitutions. The rising of
emerging brands hasbrought vitality to the market,and also made thepublic
examination training industry face fierce competition and reshuffle. For the head
organization of public examination training, there is not only the continuous pressure to
reverse the sluggish business, but also to cope with the market competition of peers, to
win more students and market share, and to break out of the tight encirclement in the
competition. Traininginstitutions should continueto innovate,pay attention to
competitive institutions, adapt to market and policy changes, timely adjust marketing
strategies, and achieve sustainable development.
Taking the development of ZG education in Luoyang as an example, this paper
studies the marketing strategy of educational institutions according to the thinking
method based on theory and practice. Firstly, PEST macro environment analysis method
and Porter's five forces model are used to analyze the industry environment; Secondly,
it analyzes the marketing situation of ZG Education through the service marketing
strategy, and summarizes the problems in the marketing strategy combination, including
commodity homogeneity, higher refund rate, simple pricing method, brain drain, and
service quality to be improved; Finally, based on the above problems, the improvement
countermeasures forthe publicexamination training marketingstrategy ofZG
Education are proposed from seven aspects: commodity differentiation, price strategy
improvement, talent management strategy improvement, service process optimization
and strengthening channel marketing.
This paper analyzes the marketing strategy of ZG education through big data
research, market research, comparative analysis and other methods. Through in-depth
research on this topic, it discusses a marketing method that is more suitable for ZG
education, so that it can more effectively promote the growth of domestic education.
KEYWORDS:Civil servant examination training; 7Ps theory; marketing strategy
DissertationType:Application type
SubjectSourc:Others
目录
目录
第一章绪论..................1
第一节研究背景及意义................1
一、研究背景............. 1
二、研究意义............. 2
第二节国内外研究现状................3
一、国外研究现状............ 3
二、国内研究现状............ 4
三、文献评述............. 5
第三节研究内容与方法................5
一、研究内容............. 5
二、研究方法............. 7
第二章相关概念与理论............9
第一节概念界定..............9
一、服务营销概念............ 9
二、公考培训相关概念........... 9
第二节理论基础............10
一、7Ps营销理论............10
二、PEST分析法............ 11
三、波特五力模型...........11
第三章 ZG教育洛阳分公司公考培训营销环境 .....13
第一节基于 PEST的宏观环境分析.........13
一、政治因素分析................. 13
二、经济因素分析................. 13
三、社会环境分析................. 14
四、技术因素分析................. 15
第二节基于五力模型的微观环境分析...........16
一、潜在竞争者威胁分析............ 16
二、现有竞争者分析............. 16
三、替代品竞争分析............. 18
四、购买者议价能力分析............ 18
第四章 ZG教育洛阳分公司公考培训营销策略现状 ....20
第一节 ZG教育现状.............20
一、公司简介.................. 20
二、洛阳分公司现状............. 21
第二节 ZG教育洛阳分公司公考培训营销策略现状..........22
一、产品策略.................. 22
二、价格策略.................. 23
三、促销策略.................. 24
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