【毕业论文】澳华英语教育机构的营销策略研究.doc

本科毕业论文 题 目 澳华英语教育机构的营销策略研究 系 别 管理系 专业班级 市场营销 班 姓 名 指导教师 年5月8号 内容摘要 随着经济的发展，教育受到广泛重视，课外辅导正逐渐成为越来越多学生的选择，这造就了一个新兴的市场——课外辅导市场。同时，又伴随着国际化水平的提高，父母更加重视对孩子英语能力的培养，随之对孩子英语培训的投资热情日益高涨。面对巨大的市场需求，各类英语培训机构应运而生，形式多样，覆盖面广，特别是儿童校外英语培训作为这个行业中的一个组成部分，也呈现出勃勃生机。但是面对课外辅导这类全新的产品和市场，很多的教育机构在进行市场推广时营销策略存在问题，如定位不明确，营销策略选择不当，常常出师不利。 本文以河南省安阳澳华英语教育机构为研究对象， 通过对它自身营销环境分析，运用SWOT战略模型，因地制宜，选择准确的定位，制定有效的营销策略，最终使它能够在激烈的竞争环境中，寻求自身的生存和发展机遇。 关键词：校外培训;儿童教育;营销策略 Abstract With the development of economy, education has been paid more attention and extracurricular counseling has been chosen by more and more students. This has created an emerging market - extracurricular counseling market. At the same time, with the improvement of internationalization level, parents pay more attention to cultivatie of the English ability of their children, so the enthusiasm of English training investment appeals more people. Facing the huge market demand, all kinds of English training institutions show up responsibly. Also various forms of coverage, especially children, off-campus English training as an integral part of the industry is showing vitality. But facing the new products and markets of extracurricular counseling, a lot of education agencies exist problems about the market promotion strategies, they often got off on the wrong foot, such as marketing, marketing strategy vague position improper selection. Based on the English education institutions AoHua in AnYang city ,HeNan province as the research object, and having analyzing its marketing environment, and using the SWOT strategy model.Then the author will choose the accurate location and make effective marketing strategy. Finally makes the English education institutions of AoHua adjust the fierce competition to seek for their survival and development opportunities. Keywords: External training; Childrens education; Marketing strategy 目 录 TOC \o 1-2 \h \z \u HYPERLINK \l _Toc29