题目：新航道深圳分校的营销策略研究摘要：随着改革开放不断深入和知识经济的快速发展,教育培训市场得到了空前的发展机遇,众多的英语培训机构应运而生,并日益成熟。目前,长时间处于行业领先地位的新航道深圳分校,面临着内部存在扩张速度过快和人才短缺的矛盾、市场营销手段单一、业务发展不平衡等诸多问题。此外,随着教育的产业化和国际化的发展,许多教育培训机构得到了空前的发展,受到了全球战略投资者所推崇。在激烈的市场竞争压力和政策调整的影响下,如何寻找新的市场机遇,调整企业的发展方向和发展战略,是新航道深圳分校面临的新的课题。本文以新航道深圳分校的营销策略研究,分析其内部条件和外部环境等基本情况,着重找出新航道深圳分校自身的优势和劣势,区分教育培训市场的机遇和威胁,定性探讨其发展战略并进行有效策划。关键词：新航道深圳分校；市场分析;营销策划Abstract：Withthedeepeningofreformandopeningupandthesurgingofknowledgeeconomy,theeducationandtrainingmarkethasgotunprecedentedopportunitiesfordevelopment.ManyEnglishtraininginstitutionshaveemergedasthetimesrequireandbecomeincreasinglymature.Atpresent,ShenzhenBranch,whichhasbeenintheleadingpositioninthenewchannelindustryforalongtime,hasmanyproblemssuchascontradictionbetweenrapidexpansionandshortageoftalents,singlemarketingmeansandunbalancedbusinessdevelopment.Inaddition,withthedevelopmentofindustrializationandinternationalizationofeducation,manyeducationalandtraininginstitutionshavedevelopedunprecedentedlyandarehighlyrespectedbyglobalstrategicinvestors.Undertheinfluenceoffiercemarketcompetitionpressureandpolicyadjustment,howtofindnewmarketopportunitiesandadjustthedevelopmentdirectionanddevelopmentstrategyofenterprisesisanewsubjectfacingShenzhenBranchofNewChannel.BasedontheanalysisoftheinternalconditionsandexternalenvironmentofShenzhenBranchofNewChannel,thispaperfocusesonfindingouttheadvantagesanddisadvantagesofShenzhenBranchofNewChannel,distinguishingtheopportunitiesandthreatsoftheeducationandtrainingmarket,qualitativelydiscussingitsdevelopmentstrategyandeffectivelyplanning.Keywords:NewChannelShenzhenBranch;MarketAnalysis;MarketingPlanning.目录Abstract：...............................................II一、绪论..................................................1（一）研究的背景................................................1（二）研究意义..................................................1（三）研究的内容与方法..........................................11.研究的内容................................................12.研究方法..................................................2二、新航道深圳分校的简介..................................3（一）新航道深圳分校内部环境分析................................31.新航道国际教育集团简介....................................32.新航道深圳分校介绍........................................33.部门概况..................................................34.课程设置及教材概况........................................4三、新航道深圳分校的营销策略内外部环境分析................4（一）新航道深圳分校外部环境分析................................41.环境分析..................................................4（二）SWOT分析.................................................61.优势分析..................................................62.劣势分析..................................................63.机会分析..................................................74.威胁分析..................................................7（三）STP分析.............................................
