于安水-哈普瑞国际商学院营销策略问题和对策的研究.doc

摘 要 通过对哈普瑞国际商学院营销策略的问题分析和对策研究，我们体会到现在MBA教育培训机构所面临的问题以及竞争的激烈，要想在这种激烈竞争的环境中能长久的立于不败之地，那么就要明确自身的优势劣势，看清自身存在的问题，找准解决的方案，才是取胜的关键所在。 本文对哈普瑞国际商学院营销策略问题进行了研究分析以及对策探讨。从MBA教育的市场前景、营销特点、公司概况等多方面出发，通过实际调查走访以及深入公司内部了解，并对调查结果进行整理，结合运用所学营销策略理论，从产品、价格、渠道、促销等方面对哈普瑞公司的营销现状、存在问题进行分析，并提出相应对策。 以哈普瑞目前的实力以及在沈阳教育培训行业中的地位来看，只要坚持发扬自己的优势，摒弃原有的劣势，一定会拥有更广阔的前景，成为沈阳甚至全国MBA培训行业中的佼佼者！ 关键词： MBA教育；营销环境；教育营销 Abstract By Helpri International Commercial College’s marketing strategy analysis and countermeasures, we realize that MBA education and training institutions were facing the intense competition in now. To win the victory in such a highly competitive environment for a long time, then clear its own advantages and disadvantages, find their own problem and the solutions, which is the key to victory. In this paper, a study analysis and countermeasures has been taken to researched the marketing strategy problem of Helpri International Commercial College. From the market prospects, marketing characteristics, influencing factors, company profiles and other aspects of MBA education, through actual visits and in-depth investigations within the company, and connect with the theory of marketing strategy ,from product ,price, place, promotion and any other aspects, I have analyzed the findings of the investigation and use marketing theory to summarize the marketing status, problems and propose countermeasure of Helpri. To the current strength of Helpri and its position in education and training sectors in Shenyang’s status, as long as they adhere to their advantage, discard the original disadvantage, they will have a broader outlook Shenyang even as the national MBA training sectors in the crowd! Keywords : MBA Education; Marketing Environment; Education Marketing 目录 引 言 1 1 研究MBA培训机构营销策略的意义 2 1.1 教育培训机构的前景分析 2 1.2 MBA高等教育培训必要性 2 2 教育培训机构营销特点 3 2.1 营销组合的内容 3 2.2 培训机构中的市场营销组合 3 2.2.1 市场营销组合因素 3 2.2.2 市场营销组合特点 3 2.3 教育营销组合的内容 4 2.3.1 国外的MBA教育特点 4 2.3.2 我国MBA高等教育培训的营销组合 5 3 沈阳MBA培训机构的环境因素分析 8 3.1