K12 教育辅导机构营销策略分析【摘要】进入新世纪以来，我国一直逐步加大对于教育事业的重视,国家层面对于教育的重视使得民众在孩子教育上投入更多资源，用“别让孩子输在教育起跑线上”来形容现在民众对于教育的重视程度再合适不过,满足孩子在学校的受教育基础上，不少家长都把目光放在了课外辅导机构上。不能否认，只要中国还是“学历社会”，只要高考成绩还能很大程度上影响学生一生的前途，只要高中、初中、乃至小学的入学还要经过学科考试，那么对校外学科辅导的需求就不会减少，可以说，K12 课外辅导领域是教育领域中政策与市场最不协调的部分。不断提高的教育需求促使 K12 辅导机构行业不断扩大。本研究的主要目的是分析目前 K12 课外辅导机构的发展，为辅导机构如何提升自身竞争力以及根据当前政策做出调整给出自己的一些建议。一方面能够将大学所学习到的市场营销知识更好地运用在实践中，得以反馈自己的知识掌握程度，另一方面希望能够实际给目前发展如火如荼的教育辅导行业在规范性方面有好的建议。【关键词】K12；教育；课外辅导；营销策略Analysis on Marketing Strategy of K12 Education and Guidance Institution [Abstract] Since the beginning of the new Century, our country has gradually increased the importance of education. The national level of the importance of education makes people invest more resources in children's education. It is appropriate to use "don't let children lose in the starting line of education" to describe the degree of people's attention to education. To meet the needs of children's education in school, many parents have put their eyes on extra-curricular counseling institutions. It can't be denied that as long as China is still a "diploma society", as long as the college entrance examination results can greatly affect the future of students' life, as long as the entrance of high school, junior high school, and even primary school has to pass the subject examination, then the demand for out of school subject guidance will not be reduced. It can be said...
