摘 要
随着社会的高速发展,知识在社会发展中的重要性也越来越凸显。自高考制度
恢复之后,人们对于教育的重视程度越来越强,随之兴起的就是培训行业,而
青年学子是一个家庭的希望,关系着国家未来的发展,首当其冲就是对孩子们
的教育。在这样的背景之下,教育培训发展的非常迅猛,各种类型的培训课程
开始出现,教育培训也逐步成为了一个行业。
教育行业作为一个经久不衰的欣欣向荣的产业,又正好遇到我国经济水平迅速
发展,我国居民消费水平不断提高的时代,而且近些年国家出台了越来越多的
关于教育的扶持政策,也使得我国教育培训行业越来越火爆。
如何去保持健康良好的发展是现在教育培训行业的关键,作为新人的腾飞教育
需要根据市场发展的方向去调整自己的营销策略,来保证腾飞教育健康稳定的
发展。笔者通过理论结合实际的方法,在腾飞教育亲身实习了将近两个月,在
此期间接触和了解了大量的家长和孩子们的情况,后期通过网上问卷调查方法
和实地走访调查去了解腾飞教育周边的小学、初中的人群,在查阅大量文献之
后,对腾飞教育进行了宏观和微观的分析,五力模型分析,SWOT 分析和 STP
分析,从公司现在所处的环境入手,深入探究目前公司的营销情况,包含其做
的好的地方和有问题的地方,为本文的后续研究提供了理论依据;接下来,针
对前文的市场环境分析以及营销的现状分析,提出了针对腾飞教育提升自身竞
争力的策略选择,通过产品策略、价格策略、渠道策略、促销策略等方面,对
现有的营销策略存在的问题进行了概括和深入研究,对后文优化腾飞教育的营
销策略起到了十分重要的作用。努力让腾飞教育朝着个性化、专业化的方向发
展,争取占领当地市场,树立品牌口碑赢得很好的生源,实现本公司在教育行
业的可持续发展。
关键词:教育培训,营销策略,SWOT 分析,中小学教育
Abstract
With the rapid development of society, the importance of knowledge in social
development is becoming more and more prominent. Since the college
entrance examination system is restored, people pay more and more
attention to education, and the rise is the training industry, and the young
students are the hope of a family, the development of the country in the
future, the first of all is the education of the children. Under such a
background, the development of education and training is very fast. Various
types of training courses begin to appear, and education training has
gradually become an industry.
How to keep healthy and healthy development is the key to the education
and training industry. Through the method of combining theory with actual
practice, the author has been practicing in Tengfei education for nearly two
months. During this period, a large number of parents and children have been
exposed to and learned about the situation of parents and children. In the
later period, through the online questionnaire survey method and field visit
investigation to understand the population of primary and junior high school
in the surrounding of Tengfei education, and consult a large number of
literature. After that, we carried out the macro and micro analysis of Tengfei
education, five force model analysis, SWOT analysis and STP analysis. From