IT职业教育培训机构营销策略探究.pdf

中文摘要 随着我国信息技术水平的日益提高，IT 行业用人需求剧增，越来越多的年 轻人选择进入这一朝阳产业，在很大程度上拓展了IT 职业教育培训的市场刚性 需求。而随着买方市场的不断扩大，卖方市场——培训机构的竞争也日趋白热化。 除传统的营销手段外，互联网、微博等新兴媒体也被作为营销工具广泛使用。由 于培训行业在我国起步较晚，很多企业在营销方式及理念上尚不成熟，仍处于摸 索阶段，也在一定程度上制约着行业的发展。因此，建立科学的营销体系对于我 国IT 职业教育行业就显得极为必要。 本文重点对几家较为成功的企业进行比较，从市场营销策略、竞争优势、运 营模式等几个方面深入剖析，力图挖掘这些企业的核心价值与成功之处，为未来 我国IT 职业教育培训的发展提供可借鉴的素材。 经过本文的分析研究，得出成功的IT 职业教育培训机构应采用：“直营与加 盟相结合”；“市场为导向，教学为保障、100%就业为最终目标”的营销策略。 关键词：IT，职业教育，培训机构，营销策略 ABSTRACT As Chinas increasing level of information technology, employment demand in IT industry, more and more young people choose to enter this industry, in large part, IT is expanding on vocational education and training the rigid demand of the market. With the bu yers market continues to expand, a sellers market – training institution competition i s be coming m ore i ntense. In a ddition t o t he t raditional m eans of marketing, Internet and Twitter are also widely used as a m arketing tool. Due to the training industry in China started late, many companies in the marketing and concept is n ot yet ma ture, th ey are s till in th e s tage, a nd to s ome e xtent r estrict th e development of industries. The establishment of scientific and marketing systems for vocational education in IT industry is essential. Focus of this article is to compare several successful businesses, from marketing strategies, c ompetitive a dvantages, ope ration m ode, i n-depth a nalysis on s everal fronts, trying to dig their core value and success, for the future IT provide reference material for the development of vocational education and training. After this study, obtain IT voc ational e ducation a nd t raining institutions s hould be used: the combination of direct and join; market-oriented, and for security,