“贝乐学科英语”产品营销案例研究.docVIP

“贝乐学科英语”产品营销案例研究 北京理工大学工商管理硕士(MBA)学位论文 摘要 近些年,随着人们对英语的重视程度以及家长受教育程度的提高,仅仅依靠学校 教育已经不能满足学生学习英语的需求,众多家长和学生纷纷选择校外英语培训机构 充电。少儿英语培训的需求呈现迅猛增长,少儿英语培训行业有了较大的发展空间, 但同时,众多民营机构以及投资机构纷纷进入该行业,使得行业内竞争更趋激烈。营 销策略的精准制定以及合理运用对于各培训机构的发展将起到至关重要的作用。本文 以所在的“贝乐学科英语”为例,就少儿英语培训机构如何实现产品营销进行分析研 究。 “贝乐学科英语”是引进美国麦格希教育集团公司的教材及课件,结合“浸入式 学科英语”教学法,总部设在北京的一家少儿英语培训机构。企业聘请全外教授课, 招收2-12岁学员,提倡让小学员体验原汁原味的美国幼儿园、美国小学。自2009年成 立以来,发展势头良好,已经在全国成立22家分校。 本文选取产品营销的角度,在阐述产品营销相关理论的基础上,对少儿英语培训 机构的产品层次做了仔细分析,并在搜集大量行业资料、实施市场调研的情况下,采 用系统的营销理论知识对北京市少儿英语培训行业做了全面的分析,呈现了该行业目 前的现状及市场需求点所在。“贝乐学科英语”作为新兴的少儿英语培训机构,结合 行业发展的现状,分析得出实施产品组合营销是企业实现生存求得发展的必要举措, 在此基础上,实施了有针对性的营销方法,取得了显著的成就。 关键词:贝乐学科英语 产品营销 少儿英语培训 II 北京理工大学工商管理硕士(MBA)学位论文 Abstract In recent years, as people pay more attention to the importance of English and parents with higher level of education, the school education can no longer meet the needs of students learning English. Therefore many parents and students have chosen English training institutions in order to get more chances to improve English level. The rapid growth in demand for English language training for children, the children’s English training industry has a large space for development, but at the same time, many private institutions and investment institutions have entered the industry. Needless to say, the competition has become more and rational use of the development of various training institutions will play a crucial role. In this paper, take the “Best Learning English”for example;I will analyze how to realize the products marketing for the children’s English training institutes“Best Learning English”was founded in 2009, introduces the materials and courseware from United States the McGraw-Hill Education Group Company, which combined with the immersion subjects of English teaching. The company’s headquarter was set up in Beijing. “Best Learning English”hires foreign teachers to teach children aged between 2-12 years old, and advocates to offer students ex