杭州博迪教育的营销策略研究本科毕业论文.docVIP

本科毕业论文 （20 届） 杭州博迪教育的营销策略研究 所在学院 专业班级 市场营销 学生姓名 指导教师 完成日期 杭州博迪教育的营销策略研究 摘 要: 教育培训行业是一个充满生机的行业。最近几年随着计算机，互联网技术的突飞猛进，随着教育体制的改革，资本的介入，使教育培训机构得到了空前的发展。教育培训被认为是最有价值的投资项目之一，但市场竞争也异常激烈。 本文基于市场营销的视角，以杭州博迪教育为例，对目前中国教育培训市场进行研究，根据教育培训行业的特点，通过对目前教育培训机构现状的研究分析，对博迪教育培训的市场营销策略进行分析，总结问题，分析当今教育培训行业整合下的市场营销策略。对整个教育培训行业的市场策略应有先进的借鉴意义。 关键词：营销；策略；博迪教育 Study on Marketing Strategies of Bodi Education Abstract: The education and training industry is a vibrant industry. In particular recent years, with the development of computer and Internet technology, the reformation of education system, the intervetion of captial, edution and traning institutions reached unpreecedented development. And they are considered as one of the most valuable investment projects. However,they are bearing unusually fierce market competition. Based on marketing perspective, the papertakes Bodi as an example and researches on current Chinese education and training market.Fistly, the paper analyses the education and traning industry characteristics,market environment,market segmentation,market position and market strategy.Then,the specific analysis of basic education training business which is referenced from Bodi Education and Training industry consolidation, which in turn contributes to make Bodi play a leading role in the competitive market environment. At last,the paper forecasts the intergrated development trends,which reflects domedtic basic education and training trends and should be adcanced referenced significantly for the whole education and training industries. Keywords: Marketing; Segment; Bodi Education 目 录 TOC \o 1-3 \h \z \u 21408 一、绪论 1 8174 (一)论文选题的背景 1 7172 （二）选题的意义 1 31286 二、杭州博迪教育概况及营销现状 1 18418 （一）杭州博迪教育简介 2 18101 （二）杭州博迪教育的营销现状 2 28603 （三）杭州博迪教育的SWOT分析 4 11562 三、杭州博迪教育存在的问题 4 4617 （一）产品过于单一化 4 30685 （二）收费无规律，忽高忽低 5 1340 （三）营销渠道狭窄，没有变通 5 27643 （四）优惠政策及促销手段少 6 26842 四、杭州博迪教育的营销策略改进 6 1494 （一）博迪教育的产品策略改进 6 16200 （二）博迪教育的价格策略改进 7 16436 （三）博迪教育的营销渠道策略改进 7 23130