北京理工大学珠海学院 2020 届本科生毕业论文东莞天才教育营销策略研究摘 要自 1978 年改革开放的实行，四十年来中国人民的生活水平从温饱都不能保障到现今新时代步入全面小康社会。物质上的富足带来精神上的变革，因此越来越多的家长开始注重孩子的教育。客源地增加必然吸引无数的大大小小教育机构投入市场潮流中，希望从中分得一块“蛋糕”。本文调研的东莞天才教育机构，是众多小教育机构当中的一员，为提升东莞天才教育的市场份额，提供营销策略方面的建议，本文以营销策略为理论依据，采用文献综述法，深度访谈法与实地调研法相结合，对东莞天才教育的宏观微观环境，态势矩阵分析中的优势、劣势、机遇、威胁以及目标市场营销策略理论深度分析。由此对东莞天才教育存在的不足进行深度解剖。有利于其今后的长久发展，立足于自身的优劣，优化服务项目，为东莞市天才教育机构提供可行的营销策略建议。关键词：东莞天才教育机构；营销策略； 教育培训机构；1北京理工大学珠海学院 2020 届本科生毕业论文Research on Talented Education Marketing Strategy in DongguanAbstractSince the implementation of reform and opening up in 1978, the living standard of the Chinese people in the past four decades has gone from inadequate food and clothing to a moderately prosperous society in an all-round way in the new era. More and more parents are paying attention to their children's education because material prosperity brings spiritual change. The increase of tourist sources will inevitably attract numerous large and small educational institutions to invest in the market trend, hoping to get a piece of the "cake". Research dongguan genius education institutions, this article is a member of numerous small education institutions, in order to promote the market share of dongguan talent education, provide recommendations on the marketing strategy, based on marketing strategy theory, USES the method of literature review and depth interview method and field research method, of dongguan genius education ma...
