I 摘要 随着国内市场消费的升级，我国人口结构也有了明显变化，教育消费在家 庭消费支出中的占比不断提高，我国教育市场发展前景良好。近几年，少儿英 语培训受到了年轻父母越来越多的关注。主要原因在于重视抓住孩子语言发展 的关键期，英语学习呈现出低龄化的趋势。家长通过为孩子寻找英语培训机构 的方式，辅助孩子培养兴趣，提高英语水平。政策的支持、市场的需求，为少 儿英语欧亿·体育（中国）有限公司迎来新的机遇，培训机构蓬勃发展，市场竞争也日趋激烈。然而门 槛低、监管机制不健全使整个欧亿·体育（中国）有限公司面临着诸多问题。在产品内容相对差异不大 的基础和前提下,如何更好地从服务入手,提升国内少儿英语培训机构的服务质 量、课程教学水平和师资实力,对国内少儿英语培训欧亿·体育（中国）有限公司发展具有十分重大的 意义。 据此，本文以ES少儿英语深圳市场作为主要研究对象，走访不同品牌少 儿英语培训机构，进行实地调查。通过收集和查阅相关文献欧亿·体育（中国）有限公司、借助市场营 销理论及其他理论模型分析深圳市ES少儿英语的发展现状，首先对其内外部 营销环境进行分析，其次剖析了ES的营销战略，之后重点对其服务营销策略 进行分析，并在实践中发现了问题，主要体现在以下几个方面:单一的教学方 法已经不能满足幼儿与少儿阶段学员的实际需求；纯线下授课形式容易受到自 然环境、空间距离等非主观因素限制而导致客户流失；产品缺乏可以被量化的 考评标准；价格体系和促销方式陈旧，拓展新学员的能力不足。服务营销策略 问题尤其体现在人员管理方面，细节服务标准较低；有形展示拘泥于线下静态 且没有新意；过程管理方面购课前、中、后衔接不够紧密等。 本文根据上述分析结果提出相应的服务营销对策：首先从产品策略、价格 策略、渠道策略和促销策略四个维度提出了相应的对策；其次，将策略重点放 在人员管理、有形展示和过程管理三方面，着重服务细节，在增加客户的满意 度和忠诚度方面提出了改善建议，做到覆盖实际用户与课程购买决策人两个群 体。这些策略致力于在保证教学效果的前提下稳步扩大ES少儿英语深圳市场 的综合发展，对于中小型规模的少儿英语培训机构的服务营销发展，也具有一 摘要 II 定参考与指导意义。 关键词：少儿英语；服务营销；直营；加盟。 Abstract III Abstract With the upgrading of domestic market consumption, China's population structure has also changed significantly, the proportion of education consumption in household consumption expenditure has been increasing, and the development prospects of China's education market are good. In recent years, children's English training has attracted more and more attention from young parents, mainly because of the emphasis on grasping the critical period of children's language development, English learning shows a trend of younger age, parents through the way of looking for English training institutions for their children, to help children develop interest and improve their English level. With the support of policy and the demand of market, the children's English industry is facing new opportunities, the training institutions are booming, and the market competition is becoming increasingly fierce. However, the threshold is low, the regulatory mechanism is not perfect, so that the whole industry is facing many problems, in the product content is relatively little difference in the basis and premise, how to better start from the service, improve the service quality of domestic children's English training institutions, course teaching level and teachers, for the development of domestic children's English training industry is of great significance. Therefore, this paper will take the ES market in Shenzhen as the main research object, visit different brands of children's English training institutions to conduct field surveys, through the collection and access to relevant literature, with the help of marketing theory and other theoretical models, to analyze the current situation of ES children's English, first of all, analyze its internal and external marketing environment. Secondly, it analyzes the marketing strategy of ES, and then focuses on the analysis of its service marketing strategy, and finds the following problems in practice：In terms of teaching methods, a single phonics cannot meet the actual needs of students aged 3 to 12; there is no online form and customized curriculum services, easy to lose potential customers ; The lack of quantifiable evaluation criteria for products is reflected in the learning process, the upgrading of children's curriculum and the service standards of teachers ; In addition, consumers are tired of the price system and promotion methods Abstract IV of ES; Their performance mainly comes from renewal and transfer introduction, and the ability to expand new students is insufficient. Strategic problems are particularly reflected in the three aspects of personnel management tangible display and process management strategy : due to the uneven quality of employees, resulting in inadequate detail services, due to the uneven quality of staff, the details of service are not in place, and the imbalance of teachers directly affects the course experience ; The display content is not uniform, the criminal detention is static and no new ideas ; The process management is not professional in the pre-class market reception, the division of labor and process handover of service personnel in the consultation process is not clear, and the details of service after the transaction are not in place. According to the above analysis results, this paper puts forward the corresponding service marketing countermeasures, first from the product strategy, price strategy, channel strategy and promotion strategy four dimensions put forward the corresponding countermeasures, followed by the strategy will focus on personnel management, tangible display and process management three aspects, focusing on service details, in order to increase customer satisfaction and loyalty put forward suggestions for improvement . These strategies are committed to steadily expanding the comprehensive development of the Shenzhen market of es children's English on the premise of ensuring the teaching effect, and also have certain reference and guiding significance for the service marketing development of small and medium-sized children's English training institutions. Key Words：Children's English; Service marketing; Direct operation; Franchise 目录 I 目 录 摘要 ......................................................................................................... I ABSTRACT .............................................................................................. III 第一章 绪论 ............................................................................................. III 第一节 研究背景与意义 ............................................ 1 一、研究背景 ............................................................. 1 二、研究意义 ............................................................. 2 第二节 国内外相关研究动态 ........................................ 3 一、国外研究动态 ............................................................. 3 二、国内研究动态 ............................................................. 5 三、文献评述 ................................................................. 8 第三节 研究内容和方法 ............................................ 9 一、研究方法 ................................................................. 9 二、研究内容 ................................................................. 9 第四节 技术路线 ................................................. 11 第二章 相关理论综述 .......................................................................... 12 第一节 营销环境分析 ........................................... 12 一、宏观环境与微观环境分析 .................................................. 12 二、SWOT分析工具 ........................................................... 13 第二节 STP营销战略 ............................................. 14 第三节 7Ps营销策略 ............................................. 14 第三章 ES少儿英语深圳市场的营销环境分析 ................ 16 第一节 ES少儿英语简介 .......................................... 16 第二节 宏观环境分析 ............................................. 17 一、政治环境 ................................................................ 17 二、经济环境 ..................................