I 摘要 随着时代的发展，全球化的加速，人们对英语学习的需求也进一步加强。而 由于经济条件的改善，教育意识的提高，学习英语的人群越来越多并且年龄层呈 逐渐下降趋势，有更多的孩子加入到了英语培训的大潮之中。我国早期的培训机 构多数针对有经济实力的成人或即将出国的准留学生，而发展到当今时代，由于 市场的竞争及分化，出现了大量针对低龄化英语培训的机构。尤其是3-18岁未成 年人的英语培训，仅笔者所在的成都地区有着较大知名度的机构便有数十家以上。 有些机构拥有优质的教学成效，却由于没有采取正确的营销方式，导致无法在残 酷的竞争中获得成功。 例如OW少儿英语培训机构，有着良好的培训产品而销售业绩却差强人意， 机构长期处于亏损状态。故本研究基于营销理论知识，首先从现有客户调研入手， 再收集大量欧亿·体育（中国）有限公司欧亿·体育（中国）有限公司信息，采取PEST分析法、SWOT分析模型、STP营销理论、 4P营销理论等分析和找出OW机构所面临的问题。再结合笔者在相关欧亿·体育（中国）有限公司多年的 工作经验，调整产品结构、客户定位等，提出新的营销组合策略来帮助该机构更 好地生存、发展。 由于少儿英语培训机构的培训者和消费者不是同一对象，即参与学习的是孩 子，达成购买协议的是家长，所以在营销过程中需要充分考虑到这一特殊性。因 此，少儿英语培训机构的销售比起成人英语稍显困难，故本文亦研究了如何处理 这样的情况。最后在前文的分析基础上，提出了如何保证有效实施营销策略的相 关内部管理方针。希望本文的研究对于OW英语培训机构在成都地区的良好发展， 能够提供一定的参考和借鉴价值。 关键词：少儿英语培训，营销策略，市场竞争 ABSTRACT II ABSTRACT Withthedevelopmentoferaandtheacceleratedpaceofglobalization,people's demandforEnglishlearninghasalsoincreasinggreatly.Astheeconomicimprovement andgrowthofpeople’seducationconsciousness,moreandmorepeoplehavebeen studyingEnglish.TheEnglishlearningagegroupshowsdescendingtendency.More andmorechildrentendtocomplywiththesurgingdemandforEnglishlearning.Inour country,mostofthetraininginstitutionsattractedadultswhohavestrongeconomic strengthorthestudentswhowouldgoabroad.Today,duetothemarketcompetitionand marketsegmentation,therearemanyprofessionalEnglishinstitutionsforchildreninthe market.Especiallyforminorsattheageof3-18,therearemorethandozensof well-knowninstitutionsinChengduwheretheauthorisliving.Someinstitutionshave excellentteachingeffect,butwithouttherightmarketingmethods,theycannotwin successinthefiercemarketcompetition. Forexample,theOWEnglishTrainingInstitutionForChildrenhasgoodtraining productsbutpoorsalesperformance,andtheorganizationhasbeeninastateoflossfor alongtime.Sothisresearchisbasedonthemarketingtheory.Firstly,Istartedfromthe existingcustomersurvey.Secondly,Icollectedalargeamountofindustryinformation andanalyzeswhataretheproblemsoftheOWinstitutionbyusingPESTanalysis, SWOTanalysis,STPmarketingtheories,4Psandothertheoriesbinedwithmy yearsofworkexperiencesinrelatedindustries,Iadjusttheproductstructure,customer positioning,andputforwardnewmarketingmixstrategiestohelptheorganization bettersurviveanddevelop. Sincethetrainersofchildren'sEnglishtraininginstitutionsandtheconsumersare different,thatis,thechildrenparticipateinthelearningandtheparentsreachan agreementtobuythecourses,sotheparticularitymustbefullyconsideredinthe marketingprocess.Soitismoredifficulttosellcoursesforchildren’sEnglishtraining schoolsthanadultEnglishtrainingschools,thispaperwouldalsoinvestigatehowto dealwiththissituation.Finally,basedonthepreviousanalysis,Iofferedtherelevant internalmanagementpolicyofhowtoguaranteethemarketingstrategyworking.Ihope thatthispapercanprovidecertainreferencevalueforthefavorabledevelopmentofthe ABSTRACT III OWEnglishtraininginstitution. Keywords：children'sEnglishlanguagetraining，marketingstrategy，market competition 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景.............................................................................................................1 1.2研究意义.............................................................................................................2 1.3研究方法和内容.................................................................................................3 1.3.1研究方法...................................................................................................3 1.3.2研究内容...................................................................................................3 第二章相关理论概述.....................................................................................................5 2.1国内外研究状况.................................................................................................5 2.1.1国外研究状况...........................................................................................5 2.1.2国内研究状况...........................................................................................6 2.2PEST分析法........................................................................................................7 2.3波特五力模型.....................................................................................................7 2.3.1供应商的议价能力...................................................................................8 2.3.2购买者的议价能力...................................................................................8 2.3.3新进入者的威胁.......................................................................................8 2.3.4替代品的威胁...........................................................................................8 2.3.5同业竞争者的竞争程度...........................................................................8 2.4STP理论..............................................................................................................8 2.5SWOT分析法......................................................................................................9 2.64P与4C理论......................................................................................................9 第三章OW机构概况及市场营销现状........................................................................11 3.1OW少儿英语培训机构背景介绍.....................................................................11 3.2OW少儿英语机构市场营销环境分析.............................................................11 3.2.1内部环境分析.........................................................................................11 3.2.2外部环境分析.........................................................................................13 3.3OW少儿英语培训机构SWOT分析...............................................................20 3.3.1OW机构的优势......................................................................................20 3.3.2OW机构的劣势......................................................................................21 3.3.3OW机构的机会......................................................................................22 3.3.4OW机构的威胁......................................................................................23 目录 VV 3.3.5OW机构的SWOT战略分析.................................................................23 第四章市场调查分析...................................................................................................25 4.1调查背景...........................................................................................................25 4.2调查方法及调查数据.......................................................................................25 4.3OW少儿英语培训机构所面临的问题............................................................31 第五章基于营销组合理论的市场营销策略...............................................................33 5.1OW机构的营销战略........................................................................................33 5.1.1OW机构的市场细分..............................................................................33 5.1.2OW机构目标市场的选择......................................................................34 5.1.3OW机构的市场定位..............................................................................36 5.2OW机构4P市场营销组合.....................................................