摘要
摘要
随着我国改革开放的不断发展经济生活不断改善，人民群众不仅对待孩子的
教育越来越重视，而且也十分重视整个教育欧亿·体育（中国）有限公司的整体发展。大家对孩子的教育
不再局限于公立院校的义务教育，开始拓展孩子的业务爱好，乃至文化课的精进。
面对这样的一个需求，民营的教辅机构得到了发展的空间，特别是中国在世界民
族之林中不断的融入，英语方面的教育格外受到家长的青睐，即便是在双减少政
策下，英语的教育培训以及对孩子出国留学的规划还是受到家长的重视。但是，
各大教育培训机构面临的压力也是比较大的，不仅是同欧亿·体育（中国）有限公司之间试着生存的竞争，
也有来自整个教育欧亿·体育（中国）有限公司改革的大环境，想要生存下去并且在竞争中立于一席之地，
保持平稳甚至突破的状态是非常难的。因此 A英语教育陪训机构作为众多英语
培训中的一员，更应该找到自己的特色和创新点，人无我有，人有我优，这样才
能达到更好的经济效益，在竞争中不被洪流席卷。
此时体验营销是企业在竞争中想到的突破点，体验营销即是一个企业针对顾
客的需求、站在顾客的角度设计出能够让顾客亲身感受有所体验的一种氛围，通
过顾客的参与，使顾客喜欢上这个体验，进而有欲望加入到该企业的项目中。这
种通过切身的感受而愿意为企业产品项目付费的顾客也是非常认可企业的，也会
是长期的可维系的顾客。体验营销运用到教育培训欧亿·体育（中国）有限公司是非常实用的，既然实用，
但如何在运用过程中达到效果是 A少儿英语培训机构和其他的机构都在研究和
关注的。
本文研究是以Ａ少儿英语教育培训机构作为研究的事例企业，体验营销理论
作为基础，研究Ａ少儿英语教育培训机构的整体企业营运情况、现有的营销策略
进行全面的分析，同时题出改进的方案。旨在让顾客在享受产品和服务时也有好
的体验感受，同时对Ａ少儿英语教育培训机构甚至是英语培训欧亿·体育（中国）有限公司有一个整体的
启发和优化。
关键词：Ａ少儿英语教育培训机构；体验营销；策略优化
I

Abstract
Abstract
With the in-depth and sustained progress of my country's reform, opening up and
development, the people's demand for education has become increasingly strong. In
this process, the introduction of more high-quality private education resources to
provide intellectual support for economic and social development has become a major
trend. English education and training are showing a prosperous scene. Parents are
paying more and more attention to the education of children's English, which has
spawned a new industry field-children's English education and training industry. With
the emergence of new industries, the current number of English education and
training institutions is increasing, and training institutions are facing increasingly
fierce market competition and huge challenges brought about by competition. Every
English education and training organization must think about how to give full play to
its competitive advantages, maximize its strengths and avoid weaknesses, seek
advantages and avoid disadvantages, and win the competition to present a serious
problem.
Experiential marketing is a perception atmosphere created by companies for their
customers. By designing a series of experience scenarios, companies attract customers
to become one of them, and enjoy this process of performance and participation. In
the process of this kind of performance, customers will get an indelible and profound
experience and experience because of their active participation. Then they will pay for
this unique experience. Experiential marketing is an inevitable result of social and
economic development. Taking the training industry as an example, this is a field that
requires special attention and needs experience elements. As more and more
companies enter this industry for profit, how to come up with and implement better
ways to conduct experiential marketing, including how to innovate products and
services, how to design different experiential marketing strategies, etc., have become
companies, especially Children's English training institutions are very concerned
II

Abstract
about issues.
In this paper, A children’s English education and training institution is a case,
based on experiential marketing theory, an in-depth analysis of the operation and
marketing strategies of A children’s English education and training institution, and
further suggestions for improvement are put forward on the basis of summarizing its
experience. Experiential marketing is a brand-new marketing model adapted to the
modern economy. Its driving force stems from the intensification of corporate
competition and the rapid expansion of consumer experience demands. Consumers
hope to obtain more unique products and services in addition to purchasing products
and enjoying services. Experience, this undoubtedly provides new development space
and new challenges for enterprises.
Keywords: A children’s English education and training institution; experiential marketing; strategy
optimization
III
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