当前国内教育培训欧亿·体育（中国）有限公司呈现迅猛发展趋势，特别是党的十九大对人才强国 和教育强国战略的强调以及二孩政策的全面放开，中小学教育培训机构的市场 前景愈发广阔。与此同时，随着父母对子女教育重视程度的提高及在教育培训 方面的支出逐年攀升，教育培训业成为宏观经济背景下具有较高利润空间的行 业。在看到教育培训欧亿·体育（中国）有限公司巨大的市场空间和盈利空间后，争相进入中小学教育 培训欧亿·体育（中国）有限公司的机构数量在短期内呈爆发式增长，加剧了中小学教育培训市场的竞 争程度，在市场需求相对有限的情况下，各个教育培训公司在营销模式和营销 手段上更是各出奇招，抢占市场。 兰州学大教育培训公司是甘肃省内较早成立的一家教育培训公司，主要专 注于兰州市当地中小学生文化课程的辅导，已有近二十年的发展历程。在长期 的发展过程中，公司已具有一定的经营规模，且积累的客户基础较为广泛。而 在市场竞争日益激烈的当下，依靠原有的客户基础必然会面临被其他竞争对手 抢占市场的风险，且近年来学大教育培训公司的客户流动性已有显著增加的趋 势。 本文对兰州学大教育市场营销策略的研究分别从宏观和微观层面展开分 析。宏观层面主要是对甘肃省教育培训欧亿·体育（中国）有限公司发展情势的把握和对政治环境、经 济环境、社会环境、技术环境的分析，微观方面主要聚焦学大教育培训公司当 前在营销理念、营销模式等方面存在的不足，面临的竞争环境，并结合其自身 优劣势和外部机遇、威胁。在此基础上通过进一步明确学大教育培训公司市场 营销策略的目标，选择其适合的营销策略，进而完善兰州学大教育培训公司的 营销策略并提出相应的保障实施措施。本文力图为兰州学大教育培训公司构建 更加完善和全面的营销策略，以帮助学大教育培训公司整合公司现有的各项资 源优势，全面改善公司当前的营销状况以实现较好的营销效果，促进学大教育 培训公司市场份额的巩固和经营业绩的提高。 关键词：市场营销；营销策略；兰州学大教育II MBA 学位论文 作者：朱琳 兰州学大教育培训公司市场营销策略研究 Abstract In recent years, primary and secondary school counseling and training institutions have been in the stage of vigorous development. In particular, the party's nineteen great emphasis on the strategy of strengthening the country with talents and education and the full liberalization of the two child policy, the market prospect of primary and secondary education and training institutions is increasing.Meanwhile,the number of institutions scrambling to enter the primary and secondary education and training industry shows explosive growth in the short term, and intensifies competition in primary and secondary education and training market. In the case of relatively limited market demand, each education and training company has made remarkable moves in marketing mode and marketing means to seize the market. XueDa Education and Training Company is a company established in Gan Su province，and it has been developed for nearly twenty years. In the long course of development, XueDa Education and Training Company education and training companies has formed core business models, such as small class tutoring, one-to-one tutoring, training camp and the top class, taking the guidance of primary and secondary school culture as the core. The company has a certain scale of operation, and its accumulated customer base is more extensive. In the increasingly fierce market competition, relying on the original customer base is bound to face the risk of being grabbed by other competitors. In recent years, there has been a significant increase in customer liquidity in XueDa Education and Training Company. In this paper, the research on marketing strategy of education in Lanzhou University is analyzed from macro and micro levels. Macroscopic level is mainly to grasp the development situation of education and training industry in Gansu Province and to analyze the political environment, economic environment, social environment and technological environment. Micro-level is mainly to focus on the deficiencies of XueDa Education and Training Company in terms of marketing concepts, marketing models and other aspects, and the competitive environment it faces, combined with its own. Strength and weakness, external opportunities and threats. On this basis, through further clarifying the objectives of the marketingIII MBA 学位论文 作者：朱琳 兰州学大教育培训公司市场营销策略研究 strategy of the university education and training company, selecting the appropriate marketing strategy, and then improving the marketing strategy of the university education and training company in Lanzhou and putting forward the corresponding safeguard measures. This paper tries to construct a more perfect and comprehensive marketing strategy for Lanzhou University Education and Training Company, in order to help the University Education and Training Company integrate its existing resources advantages, comprehensively improve the company's current marketing situation to achieve better marketing effect, and promote the consolidation and operation of the University Education and Training Company's market share. Improvement of performance. Key Words: Marketing; Marketing Strategy; Education of Lanzhou XUE UniversityMBA 学位论文 作者：朱琳 兰州学大教育培训公司市场营销策略研究 IV 目 录 中文摘要.............................................. I Abstract............................................. II 第一章 绪论........................................... 1 1.1 研究背景与研究意义 ......................................1 1.1.1 研究背景 ...........................................1 1.1.2 研究意义 ...........................................3 1.2 国内外研究现状 ..........................................4 1.2.1 国内相关研究综述 ...................................4 1.2.2 国外相关研究综述 ...................................5 1.2.3 文献述评 ...........................................7 1.3 研究内容 ................................................7 1.4 研究方法及研究工具 ......................................8 1.4.1 研究方法 ...........................................8 1.4.2 研究工具 ...........................................9 1.5 创新点 ..................................................9 第二章 相关理论基础.................................. 10 2.1 现代营销理念 ...........................................10 2.2 STP 营销理论 ...........................................11 2.3 营销组合理论 ...........................................11 2.4 关系营销理论 ...........................................12 第三章 兰州学大教育培训公司营销现状分析.............. 13 3.1 学大教育培训公司发展现状 ...............................13 3.1.1 公司简介 ..........................................13 3.1.2 公司内部资源情况 ..................................13MBA 学位论文 作者：朱琳 兰州学大教育培训公司市场营销策略研究 V 3.1.3 公司营销策略现状 ..................................14 3.2 学大教育培训公司市场营销存在的突出问题 .................17 3.2.1 产品服务同质化严重 ................................17 3.2.2 营销人员工作积极性不高 ............................18 3.2.3 营销渠道较为单一 ..................................19 3.2.4 价格体系不完善 ....................................19 3.2.5 促销活动缺乏特色 ..................................19 3.3 学大教育培训公司市场营销问题成因分析 ...................20 3.3.1 营销理念落后 ......................................20 3.3.2 营销团队专业能力欠缺 ..............................21 3.3.3 营销机构设置不足 ..................................21 3.3.4 员工营销激励薄弱 ..................................22 第四章 兰州学大教育培训公司营销环境分析.............. 23 4.1 学大教育培训公司营销宏观环境分析 .......................23 4.1.1 政治环境分析 ......................................23 4.1.2 经济环境分析 ......................................25 4.1.3 社会环境分析 ......................................27 4.1.4 技术环境分析 ......................................29 4.2 学大教育培训公司竞争环境分析 ...........................29 4.2.1 供应商议价能力 ....................................29 4.2.2 消费者议价能力 ....................................30 4.2.3 同欧亿·体育（中国）有限公司竞争者 ......................................30 4.2.4 新进入者威胁 ......................................30 4.2.5 替代品威胁 ........................................30 4.3 学大教育培训公司市场营销 SWOT 分析 ......................31 4.3.1 内部优势分析 ................................