MBA学位论文
作者：路正鹏
甘肃BSH教育培训公司营销策略优化研究
甘肃BSH教育培训公司营销策略优化研究
中文摘要
目前，我国职业教育培训行业发展迅猛，特别是在习近平总书记在党的十九
大报告中提出实施“健康中国”战略及国家卫健委不断多措并举加强卫生健康人
才队伍建设政策落实之后,卫生健康人才的需求不断扩大。而作为为社会输送卫
生健康人才的医学职业教育培训机构，他们面临的市场前景愈发广阔。由于医学
职业教育培训前景良好，利润可观。在此情况下，相关培训机构迅速进入该市场，
该行业的竞争程度逐步变得激烈。如何扩大市场影响力与占有率是相关培训机构
面临的关键问题。所以，这就迫使培训机构从营销策略上谋求变化，从而达到更
好的营销效果，抢占市场份额。
本文以甘肃BSH教育培训公司,一家成立于 2010年，在西北地区主要专注于
医学职业教育的培训公司为研究对象。尽管BSH教育培训公司在医学职业教育培
训领域已经深耕十一年，占领了一定的市场份额，并且积累了一定的社会口碑。
但是在医学教育培训市场竞争日益激烈的情况下，如果只是依靠原有的客户基础
和营销策略，那么公司必然会被其他竞争对手所超越，不利于公司的长期稳定发
展。同时公司在长期运营的情况下，也逐步暴露出一些问题。本文通过运用PEST
分析法、波特五力模型、以及SWOT分析法，同时结合所掌握的行业及企业信息。
首先分析了公司目前的营销现状、发现存在问题及问题的成因，然后分析公司所
处的宏观环境，如政治环境、社会环境、经济环境和技术环境；通过聚焦公司的
营销理念及面临的行业竞争环境，运用 SWOT分析法进行微观环境分析，得出
公司所具有的优势、劣势以及将会面对的机会和威胁。在此基础上从行业及本地
区的实际出发，进一步明确公司市场营销策略的目标和原则，制定出符合公司发
展实际的营销策略优化方案及保障措施。
本文力图为甘肃BSH教育培训公司构建出更加科学合理完善的营销策略，全
面提高公司营销效果，帮助公司扩大市场份额，促进公司事业的健康发展。同时
希望本文的相关研究也能帮助到医学职业教育培训行业的其他相关企业。
关键词：BSH教育，医学教育，教育培训，营销策略
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MBA学位论文
作者：路正鹏
甘肃BSH教育培训公司营销策略优化研究
RESEARCH ON MARKETING STRATEGY
OPTIMIZATION OF GANSU BSH EDUCATION
TRAINING COMPANY
Abstract
Presently, China’s vocational education training industry is thriving, especially
after the advocation of the “Healthy China” strategy proposed by General Secretary Xi Jinping
in the report of the 19th National Congress of the Communist Party of China and the
implementation of the National Health Commission’s policy of constantly taking
multiple measures to build health talents, which caused the high demand for health
talents. As a cradle of health talents for the society, medical vocational education
training institutions are faced with a more broad market prospect, a brighter future of
medical vocational education training industry, and more considerable profits. In this
case, relevant training institutions quickly entered the market, and the competition in
the industry has become fierce gradually. How to expand market influence and market
share is a key issue faced by these institutions. Therefore, training institutions are
forced to seek changes in marketing strategies so as to get better market effects and
market share.
This paper mainly takes Gansu BSH Education Training Company ,founded in
2010, is a training institution focusing on medical vocational education in northwest
China as the research object.Although BSH Education Training company has been
engaged in the field of medical vocational education training for eleven years, has
occupied a certain market share, and gained a good social reputation, it will inevitably
be surpassed by other competitors, if it continues to rely on the original customer base
and marketing strategy in the increasingly fierce market competition, which is not
conducive to the long-term stable development of the company as well. At the same
time, the company has gradually exposed some problems under the condition of
long-term operation.According to use PEST analysis method,Porter’s five force and
SWOTanalysis method,combinedwith theirownindustry andcompany’s
information.The author first analyzes the company’s current marketing status, existing
problems and causes of problems, and then researches on the company’s macro
II
MBA学位论文
作者：路正鹏
甘肃BSH教育培训公司营销策略优化研究
environment,suchaspoliticalenvironment,socialenvironment,economic
environment and technical environment. By focusing on the marketing concept of the
company and the industry competitive environment it faces, SWOT analytical method
is used to analyzethe micro environment, and the advantages, disadvantages,
opportunities and threats of the company are obtained. On this basis, from the
practical situation of the industry and the region, the author further defines the
company’s marketing strategy objectives and principles, develop marketing strategies
and safeguard measures in line with the actual development of the company.
This paper tries to construct a more scientific and perfect marketing strategy for
Gansu BSH education training company with the intention to comprehensively
improve its marketing effect, expand its market share, and promote its healthy
development.At the same time ,this paper can help the other companies of medical
vocational education training.
Key words: BSH education,Medical education,Education training,Marketing
strategy
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