本科论文摘 要很多培训机构在市场竞争中，无法科学有效地核算并控制成本，同时还采取低价策略，使企业无法实现利润增长，甚至可能出现亏损，最终面临破产危机，所以如何做好定价是十分重要的。通过对成人高考行业的深入了解及参考大量文献后，本文以山东海浪教育培训机构作为具体案例，在介绍研究背景的基础上对其招生定价上存在的问题进行研究。在分析总结当前国内成人教育发展现状的基础上，总结了当前行业中发展的特征及其出现的问题，分析海浪教育自身存在的不足，在此状况下，思考如何优化其营销策略以提升自身竞争力，如何定价才是最合适的，才能把消费者留下来。以成人高考培训机构定价市场策略这个研究主题为中心，来分析当前业界的研究理论成果，以此来明确研究思路、论文撰写方向及其分析方式。第二，总结研究市场营销发展状况、用户满意程度、宏观以及微观环境，并通过 SWOT 分析法对上述分析工作加以总结。 关键词：山东海浪教育,市场策略研究,市场定价本科论文AbstractMany training institutions in the market competition, can not scientifically and effectively account for and control costs, but also adopt a low price strategy, so that enterprises can not achieve profit growth, or even may appear losses, and eventually face bankruptcy crisis, so how to do a good pricing is very important. Through the in-depth understanding of the adult college entrance examination industry and a large number of references, this paper takes Shandong wave education and training institutions as a specific case, on the basis of introducing the research background, the problems existing in its enrollment pricing are studied. On the basis of analyzing and summarizing the current situation of adult education development in China, this paper summarizes the characteristics of the current industry development and its problems, and analyzes the shortcomings of wave education itself. In this situation, thinking about how to optimize its marketing strategy to enhance its own competitiveness, how to ...
