龙文教育务营销策略的探讨.doc

毕 业 论 文 龙文教育服务营销策略 的探究 专 业 市 场 营 销 学生姓名 单 晶 晶 班 级 B营销093 学 号 0910404328 指导教师 凌 奎 才 　 完成日期 二零一三年六月 龙文教育服务营销策略的探究 摘 要：近年来，教育市场呈现旺盛的增长形势，成为我国经济领域醒目的市场热点，成为创业投资最闪亮的关键词。教育培训行业，还是一座尚待开发的“富矿”，目前呈现品牌教育综合化发展、专业教育机构连锁化、融资机构并购趋势化的特征，可见教育市场竞争日趋激烈。由于教育培训行业是一个服务性质的行业，服务质量理所当然是一个衡量教育机构好坏的重要指标。龙文教育作为一家民营新生代教育机构，近年来虽取得一定的名气和地位，但它有限的服务质量仍在一定程度上束缚着其更好的发展。文章分析了龙文教育目前的服务营销现状，研究了问题及相应对策，帮助企业提供优质的服务，赢得消费者青睐的口碑。目前公司服务营销运营的问题有：课程范围狭窄；课程价格偏高；分销渠道单一；促销宣传不足；服务人员素质的匮乏；服务体系不健全；有形展示薄弱。相应的对策是：研发新课程；定价机制梯度化；网络营销的加强；广告公关的注重；人员素质的提高；体验营销的运用和有形展示的补充。这些举措必将有利于企业的长远发展。 关键词：龙文教育；服务营销；策略 Studying on Business Strategies of Longwen Education Institution Abstract：In recent years, the education market is showing strong growth trend, the field of China’s economic shiny hot market, the most popular keywords in Venture Capital. Education and training industry is a bonanza yet to be developed. It is currently showing the characteristics of the development of brand integrated education, professional education institutions chain and brand education project chain financial institutions merges and acquisitions trend. The visible education market is increasingly competitive. Longwen education institution is as a private new generation of educational institutions. In order to shine better in the market, there is a long way to go. As the education and training industry is a service nature of the industry, quality of service is measure of education institutions taken for granted. Longwen need to improve their level of service marketing company operations，the present problems are: narrow courses range; courses with high price; single distribution channel; the lack of promotion; the lack of service accomplishment of personnel; unsound service system; weak tangible demonstration. Some countermeasures to solve the problems above: research and development of new products; gradient pricing mechanism; the stre