专业学位硕士学位论文
YJ 教育机构营销策略研究
Research on the Marketing Strategy of YJ Educational Institutions
作 者 姓 名： 包琳
学科、 专业： 工商管理
学 号： 41911371
指 导 教 师： 闵庆飞
完 成 日 期： 2022 年 5 月 28 日
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文， 是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文 中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目： YJ 教育机构营销策略研究
作 者 签 名 ：日期： 2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
自改革开放以来，国家一直都非常重视教育问题，坚持“教育强国”的立国之本，
相继出台各项政策推动我国教育事业的健康发展。全民教育意识也在不断提升，但由于
“大班额”等问题，学校的教育很难满足所有学生的需求，加上中高考政策改革不断推
进，初中和高中学生的升学压力逐渐加大，对于“望子成龙”的家长来说，孩子能够考
取心仪的学校显得非常重要。这让 K12 校外教育欧亿·体育（中国）有限公司获得更好的发展前景。与此同时，
越来越多的教育机构认识到 K12 学科类业务的对自身创造更高经济效益发挥的重要作
用，纷纷加入到竞争队列当中，市场竞争日益激烈。对于这些教育机构来说，如何采取
有效的营销策略应对激烈的市场竞争显得尤为迫切。
YJ 教育机构经过多年的发展，校区规模逐渐扩大，但其营销在激烈的市场竞争面
前仍体现出明显的劣势，不利于机构市场份额的拓展。故此，本文以 YJ 教育机构为案
例，对其营销策略展开了相应的研究。首先，本文在借鉴前者研究成果的基础上，确定
论文核心概念的含义，阐述了 4P 营销组合理论、STP 战略的具体内容，以及论文在研
究中所使用的营销环境分析工具，以此作为论文研究的理论基础；其次，在介绍YJ 教
育机构基本情况的基础上，利用 PEST 分析了机构的宏观环境，利用五力分析法分析了
机构的欧亿·体育（中国）有限公司环境，从人力资源、财务资源等方面着手分析了机构的内部环境，并从机构
的内外部环境着手，构建SWOT 矩阵，为后续营销策略的制定提供参考；然后，基于
4P 营销组合理论，介绍了 YJ 教育机构的现行营销策略。利用问卷调查法，了解学生家
长对 YJ 教育机构现行营销策略的真实评价与内在需求，在此基础上，分析出YJ 教育机
构营销策略问题存在的主要问题；最后，通过 STP 战略，确定YJ 教育机构的目标市场
及市场定位。在此基础上，针对现有问题，提出有效的产品策略、价格策略、渠道策略
及促销策略。并从组织、制度及人才三个方面提出有效的保障措施。
针对 YJ 教育机构线上教学产品开发不足、产品定价偏高、销售渠道过于依赖线下
等问题，本文提出，YJ教育机构将重点发展高中学科类教学课程，从推进网络化教育
产品开发、尊重市场营销规律科学定价、积极拓展新媒体销售渠道等几个方面提出相应
的对策。希望本文研究能够为 YJ 教育机构乃至其他 K12 教育机构制定有效的营销策略
付出一分绵薄之力。
关键词：K12教育；教育机构；营销策略；线上产品
- I - YJ 教育机构营销策略研究
Research on the Marketing Strategy of YJ Educational Institutions
Abstract
Since the reform and opening up, China has always attached great importance to education,
adhere to the foundation of "education power", has issued various policies to promote the
healthy development of China;s education. Awareness education is also rising, but due to
problems such as "large amount", school education is very difficult to meet the needs of all
students, and push forward the reform policy was entrance examination for secondary school or
college junior middle school and high school students entrance pressure increase gradually, for
parents to "high", children can pass the right school is very important. This allows the K12
after-school education industry to obtain better development prospects. At the same time, more
and more educational institutions have realized the important role of K12 discipline business in
creating higher economic benefits for themselves, and have joined the competition queue, and
the market competition is becoming increasingly fierce. For these educational institutions, it is
particularly urgent to adopt effective marketing strategies to cope with the fierce market
competition.
After years of development, YJ educational institutions have gradually expanded their
campus scale, but their marketing still shows obvious disadvantages in the face of fierce market
competition, which is not conducive to the expansion of market share of the institutions.
Therefore, this thesis takes YJ education institution as a case study to carry out corresponding
research on its marketing strategy. First of all, on the basis of the former research results, this
thesis determines the meaning of the core concept of the thesis, expounds the 4P marketing mix
theory, STP strategy, and the marketing environment analysis tool used in the research, as the
theoretical basis of the thesis research; Secondly, on the basis of introducing the basic situation
of YJ education institution, PEST is used to analyze the macro environment of the institution,
five forces analysis is used to analyze the industrial environment of the institution, and the
internal environment of the institution is analyzed from the aspects of human resources,
financial resources and so on. Starting from the internal and external environment of the
organization, the SWOT matrix is constructed to provide reference for the formulation of
subsequent marketing strategies. Then, based on the 4P marketing mix theory, it introduces the
current marketing strategies of YJ educational institutions. Using the questionnaire survey
method, understand the real evaluation and internal demand of parents on the current marketing
strategy of YJ education institutions, on this basis, analyze the main problems existing in the
marketing strategy of YJ education institutions; Finally, through STP strategy, determine the
- II - 大连理工大学专业学位硕士学位论文
target market and market positioning of YJ educational institutions. On this basis, in view of the
existing problems, put forward effective product strategy, price strategy, channel strategy and
promotion strategy. And put forward effective safeguard measures from the organization,
system and talent.
In view of the problems of YJ education institutions, such as insufficient development of
online teaching products, higher product pricing , and over-reliance on offline sales channels,
this thesis proposes that YJ education institutions will focus on the development of subject
teaching courses in senior high schools and puts forward corresponding countermeasures from
several aspects, such as promoting the development of online education products, respecting
the laws of marketing and scientific pricing, and actively expanding new media sales channels.
I hope this study can contribute to YJ education institutions and even other K12 education
institutions to formulate effective marketing strategies.
Key Words: K12 education; Educational institutions; Marketing strategy; Online
products