基于心理学的HL外语培训学校的营销策略研究-工商管理专业论文.docxVIP

摘要 摘要 万方数据 万方数据 基于心理学的 HL 外语培训学校的营销策略研究 摘 要 英语作为世界通用语言已经完全融入到了我们的生活和工作中，英语培训也因市场 的各种需求而不断增加和细化,现今已日趋饱和。不论城市的大小，由于名牌培训机构 比较规范和成熟，所以相互之间基本达到良性发展，但是一些小型和家庭作坊式培训班 的成熟度及行业责任感不够，导致市场竞争比较混乱，很多小型的培训学校在夹缝中生 存，急需调整自己的营销策略来适应现在的国家政策及市场。 本文通过对国内英语教育培训市场的现状进行分析，结合 HL 外语培训学校的经营 现状，发现其内部的不足及优点，并结合心理学针对消费者制定出一套切实可行的营销 策略。本文从宏观环境、内部环境、企业自身的发展状况等多方面入手，进行 SWOT 分析，全面、客观地指出教育培训机构所面临的市场需求现状和企业发展方向，并提出 了具体的营销策略和优化方案。 本文从心理学理论出发，结合 HL 学校的现实状况和行业发展情况，所提出的营销 策略和优化方案一定会对学校今后的发展就有现实意义和实用价值。HL 学校出现的问 题，也是现今针对国家政策的改革许多培训机构所面临的问题，希望本文的相关研究论 述可以对其它培训学校所面临的问题解决有一定的作用。 关键词：心理学；营销策略；SWOT 分析 I 华北水利水电大学硕士学位论文 华北水利水电大学硕士学位论文 II ABS ABSTRACT STUDY ON THE MARKETING STRATEGY OF PSYCHOLOGY BASED ON HL LANGUAGE TRAINING SCHOOL ABSTRACT As a common language for the world , English have bleeded in with our life and work, at the same time , English training has being constantly increased and refined for the diverse needs of the market . Now the market is nearly saturated. No matter what size of the city , the famous English training enterprises are more and more standardized and matured, so the interaction between each other achieves the benign development, but there are also some small and family workshops training classes ,their maturity and industry responsibility are not enough, which lead to market confusion. Many small training schools survive in the cracks, and they need to adjust their marketing strategy to adapt to the current policy and market. By analyzing the current situation of the domestic English education training market,and combining with the operation status of HL foreign language training school, we find their internal problems and advantages, and combine with psychology for consumers to work out a viable marketing method. Through the macro environment, the internal environment , the development status of the enterprises ,and other aspects, we carry out SWOT analysis, comprehensively, objectively point out the market demand situation and development direction for the education and training