公共管理专业 海天考研项目策划书.docVIP

目 录 TOC \o 1-2 \h \u 20401 摘 要 1 6903 Abstract 2 22463 引 言 3 4301 1. 中国考研机构发展分析 4 30179 1.1中国考研教育机构发展背景 4 14989 1.2中国考研教育机构行业发展分析 4 25278 2.考研教育机构市场需求分析及受众需求分析 4 20948 2.1考研教育机构市场需求分析 4 12037 2.2考研教育机构受众需求分析 5 13254 3.“海天”教育品牌策划方案设计 5 15728 3.1海天教育企业背景 5 20958 3.2产业介绍 5 21699 3.3策划的原因及目的 6 20017 3.4市场环境分析 6 21376 4. 发展策划 8 18172 4.1.发展思想 8 6593 4.2产品定位 8 13172 5. 品牌传播策略 9 9034 5.1策略目的 9 1065 5.2目标受众需求 9 23259 5.3广告策略 9 2947 5.4媒体策略 11 14655 5.5公关策略（事件行销） 12 5919 5.6人员推广 13 5553 5.7销售促进 14 10518 6. 整合营销传播效果 14 31371 6.1从经济效益上 14 30832 6.2从社会效益上 14 10339 6.3从心理效益上 14 23129 7. 问题与解决 15 758 8. 费用预算 15 465 8.1广告与媒体费用预算 15 16025 8.2公关活动费用预算 16 12773 8.3人员费用预算 16 6664 8.4场地费用预算 16 7865 结 论 17 4039 参考文献 28 23535 致 谢 30 本科论文 摘 要 随着考研人数的不断增长，2020年考研人数已经暴涨到340万，考研这条路对于即将毕业的应届大学生们已然成为了一条必经之路，随着考研人数的不断暴涨和人们对于学历和自身能力的追求，随之发展的考研教育机构应运而生，比如考虫、海天、新东方、中公、海文等考研教育机构，众多考研机构相互竞争，考研机构市场也即将接近饱和。本文分析研究了海天教育品牌传播策略的现状与问题，探讨了海天教育如何在当今激烈竞争的背景下更好地发展。 关键词：海天考研；教育；调查报告  Abstract With the continuous increase in the number of postgraduates, the number of postgraduates has soared to 3.4 million in 2020, ones deceased father grind the road for graduating this years college students has become a rite of passage, as the number of ones deceased father grind ever-upward-spiraling and people for education and the pursuit of their own capabilities, with the development of ones deceased father grind education institutions arises at the historic moment, such as worms, Haitian, new Oriental, in public, haven, ones deceased father grind education institutions, such as a number of ones deceased father grind institutions compete against each other, ones deceased father grind institutions market is close to saturation.This article analyzes and studies the current situation and problems of Haiti education brand communication strategies, and discusses how Haiti education adapts to the development of todays fiercely competitive