学位论文原创性声明
本人所提交的学位论文《HX教育培训公司服务营销策略研究》，是在导师的指导
下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内容外，本论文不
包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究做出重要贡献的
个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）：
2022年5月8日
指导教师确认（签名）：
2022年5月8日
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存、汇编学位论文。
（保密的学位论文在
年解密后适用本授权书）
论文作者（签名）：
指导教师（签名）：
2022年5月8日
2022年5月8日

摘要
中国的考研大军日益壮大。教育部的统计数据显示，截止到 2021年考研报名结束，
全国报考人数为 377万，再创历史新高；比 2020年 341万涨了 36万，涨幅 10.6%。考
研人数持续增多，为考研机构实现进一步发展创造了良好的机遇。高校招生规模持续拓
展、就业带来的压力日益增大，导致从事考研教培欧亿·体育（中国）有限公司的众多机构及企业间存在的竞争
逐步趋于白热化。在此背景下，教培企业若想实现生存，使自身对顾客形成更强的吸引
力，不断提升自身的效益水平，就必须尽快实现对服务营销水平的有效提升。
HX教育培训公司属于中小企业，开展的主要业务便是考研教育培训及服务，其当
前在服务营销方面运用的策略对日趋激烈的竞争已不再具备适用性。本文运用服务营销
的 7Ps理论体系，对 HX教育培训公司进行了研究。本文首先运用了 PEST外部宏观环
境分析模型和五力模型识别 HX考研培训公司外部经营风险，对 HX教育培训公司营销
环境进行分析。其次，通过开展内部访谈且对所得数据进行全面梳理，发现 HX教育培
训公司存在课程教学质量仍需提高、定价策略单一、营销渠道效率低下、促销手段单一
落后、服务人员素质有待提升、有形展示不到位、服务过程有待优化的问题。再次，针
对性地给出了改进策略。即提升产品品质和优化课程设置，采取折扣定价和差别定价策
略；重视渠道拓展，加强信息渠道管理，采取多种促销手段，重视提高专职员工素质，
定期开展员工培训，提高兼职教师及代理的福利待遇；在校区环境及管理和服务的有形
展示上多下功夫，并建立和完善咨询过程管理及学习过程、教学过程的管理等。最后，
从资金保障、组织建设、制度保障、技术保障四方面提出保障措施。
本文对 HX教育培训公司服务营销策略的研究，不仅能够帮助企业制定合理的服务
营销策略，也为其他类似的企业提供一定的参考与借鉴。
关键词：考研培训机构；服务营销；7Ps理论
I

Abstract
With the increasing number of people taking the China's postgraduate entrance,
according to the statistics of the Ministry of education, by the end of the postgraduate
entrance examination registration in 2021, the number of applicants nationwide has reached
3.77 million, a record high; 360000 more than 3.41 million in 2020, or 10.6%. The number of
people taking the postgraduate entrance examination continues to increase, creating a good
opportunity for the further development of the postgraduate entrance examination institutions.
The continuous expansion of the enrollment scale of colleges and universities and the
increasing pressure of employment have led to the fierce competition among many
institutions and enterprises engaged in the postgraduate entrance examination, teaching and
training industry. In this context, if education and training enterprises want to survive, make
themselves more attractive to customers and continuously improve their efficiency level, they
must effectively improve the level of service marketing as soon as possible.
HX education and training company is a small and medium-sized enterprise. Its main
business is postgraduate entrance examination education and training and services. Its current
strategy in service marketing is no longer applicable to the increasingly fierce competition.
Using the 7PS theory system of service marketing, this thesis studies HX education and
training company.Firstly, this thesis uses pest external macro environment analysis model to
identify the external business risks of HX postgraduate entrance examination and training
company, and analyzes the marketing environment of HX education and training company.
Secondly, by conducting internal interviews and comprehensively combing the data obtained,
it is found that HX education and training company has some problems, such as the teaching
quality of courses still needs to be improved, the pricing strategy is single, the efficiency of
marketing channels is low, the promotion means is single and backward, the quality of service
personnel needs to be improved, the physical display is not in place, and the service process
needs to be optimized. Thirdly, the improvement strategy is given. That is to improve product
quality and optimize curriculum, and adopt discount pricing and differential pricing strategies;
Pay attention to channel expansion, strengthen information channel management, adopt a
variety of promotion means, pay attention to improving the quality of full-time employees,
regularly carry out employee training, and improve the welfare treatment of part-time teachers
and agents; Make more efforts in the physical display of campus environment, management
and services, and establish and improve the management of consultation process, learning
II
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