民营非学历教育连锁机构的营销策略分析——以学思堂教育为例摘要非学历教育是我国教育行业的一个重要组成部分,近些年来，民众对教育的越发重视以及国家的大力扶持，使得越来越多的民营非学历教育连锁机构应运而生。随之而来的是越来越激烈的竞争，本文将着重研究在激烈的竞争环境下民办非学历教育机构如何依靠其营销策略使其继续生存并实现健康可持续发展。本文以学思堂教育为例，从营销策略的一些相关理论入手，对国内的民营非学历教育培训机构市场的行业竞争状况，师资状况以及供需状况进行分析，然后分析学思堂教育的现状，并对其运用SWOT分析方法，明确其现阶段的机遇、威胁以及优势和劣势。重点研究其现行的一些营销策略，在广泛查阅资料的基础上，通过在学思堂教育的实习机会进行充分调研，发现其存在的问题并提出可供参考的营销策略，帮助其面对激烈的市场竞争。关键词：非学历教育培训机构营销策略AnAnalysisofMarketingStrategyofPrivateNon-diplomaEducationChain——Takethe“xuesitang”educationalinstitutionasanexampleAbstractNon-academiceducationandtrainingisanimportantpartofChina'seducation,inrecentyears,withthepeople'sattentiontoeducationandthecountry'sstrongsupport,moreandmoreprivatenon-academiceducationchaininstitutionscameintobeing.Withtheincreasinglyfiercecompetition,thisarticlewillfocusonthefiercecompetitionintheenvironmentofprivatenon-academicinstitutionshowtorelyonitsmarketingstrategytocontinuetosurviveandachievehealthyandsustainabledevelopment.Thispapertakesthe“xuesitang”educationinstitutionasanexample,analyzesthecurrentsituation,thedevelopmentsituationandthemaincompetitorofthedomesticprivatenon-educationeducationandtrainingmarketfromtherelevanttheoriesofmarketingstrategy,andusesSWOTanalysismethodtoclarifythecurrentsituationOpportunities,threats,andstrengthsandweaknesses.Focusingontheanalysisofitscurrentmarketingstrategy,inawiderangeofaccesstoliteratureonthebasisofthestudythroughthepracticeoflearningopportunitiesinthefullinvestigation,thecompanyshouldtakethemarketingstrategytohelpthemfacemoreintensecompetitionandmarketadjustment.Keywords:Non-diplomaeducationTraininginstitutionsMarketingstrategy目录第一章绪论...........................................................................................................................11.1研究背景和意义......................................................................................................11.1.1研究背景.......................................................................................................11.1.2研究意义.......................................................................................................21.2研究思路和方法.....................................................................................................21.2.1研究思路.......................................................................................................21.2.2研究方法.......................................................................................................21.3相关理论研究.........................................................................................................31.3.1市场营销组合...............................................................................................31.3.2服务营销理论...............................................................................................4第二章国内民营非学历教育机构市场分析.......................................................................42.1国内民营非学历教育机构行业竞争状况.................
