中小学辅导机构-XH教育营销案例分析.docVIP

毕业论文（设计） 题 目： XH教育营销案例分析 学 系： 管理学系 专 业： 市场营销 学生姓名： 冯婷 学 号： 指导教师： （职 称） 二〇一三 年 三 月 学术诚信声明 本人所呈交的毕业论文，是在导师的指导下，独立进行研究工作所取得的成果，所有数据、图片资料均真实可靠。除文中已经注明引用的内容外，本论文不包含任何其他人或集体已经发表或撰写过的作品或成果。对本论文的研究作出重要贡献的个人和集体，均已在文中以明确的方式标明。本毕业论文的知识产权归属于培养单位。本人完全意识到本声明的法律结果由本人承担。 本人签名： 日期： XH教育营销案例分析 [摘要]随着我国社会的发展，人们对教育越来越重视。伴随着教育的发展和改革，我国形成了以公办学校为主，私营教育辅导机构为辅的教育市场。近年来，越来越多的家长和学生接受课外辅导补习这些学习的方式，未来教育市场将会呈现快速增长的态势，因此如何把握机遇，在教育市场快速发展的趋势下获得较大的成功，是每一所教育机构当前最关注的问题之一。本文以XH教育未研究分析对象，阐述了中国中小学教育市场的宏观状况、教育市场消费者行为分析、XH教育营销策略分析以及竞争分析这几个方面。通过研究XH教育营销案例分析尝试总结教育机构营销的方法。 [关键词]教育市场、营销、课外辅导 Analysis of Spark education marketing case [Abstract] As one of the most prosperous developing countries, China has been attempting to improve its education system – policies have been promulgated to ensure students’ fairness of being educated, educational content has been reformed, focusing on solving problems in reality, and schools have been built to satisfy the huge demand. But still, the education resource is scarce due to the large population and peer pressure. Currently, more and more private tutoring institutions are established in order to fulfill the needs, and widely accepted by students. Thus, how to seize the opportunities in such a rapidly booming private educational market is one of the critical issues about which all private education institutions are concerned. In this article, Spark education institution is chosen to be the case of our study in order to analyze the macro situation of Chinese education market of elementary and secondary school, consumers’ behavior, and the marketing strategies of Spark education institution and its competitors. Moreover, some useful techniques and strategies in marketing are derived from the case study. [Keywords] Private tutoring institution, Marketing, Course counseli