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ID:32070255
大小:8.72 MB
页数:83页
时间:2019-01-31
《厦门n少儿英语培训机构经营现状与对策分析——基于厦门少儿英语培训市场调查问卷分析》由会员上传分享,免费在线阅读,更多相关内容在学术论文-天天文库。
1、AbstractManyeducationexpelsbelievethat”3-12yearsofageisthegoldenperiodofEnglishlearning,”Undertheinfluenceofthisviewtherecomesthegrowingdemandforchildren’SEnglishtraining,contributestotherapiddevelopmentofthenon-academicchildren’SEnglisheducationtrainingmarket.Thetotal
2、marketvalueofchildren’SEnglishtraininginXiamensurpassed¥1.6billionintheyearof2012.Drivenbypracticalinterestsandexpectationsoffuture-bringingalargenumberofcompetitorsfortheindustry,eithersmallorlargeindividualoperatorsandstrategicinvestmentinstitutionsflockedintovarious
3、traininginstitutions.Asthechildren’SEnglishtrainingmarkethasinherentspecificityofitsindustry,oneneedstohaveagoodmarketingstrategyandin—depthstudyofthemarketsegmentsincustomers’demandtobeprominentintheindustry.ThispapertakestheXiamenNchildren’SEnglishtrainingInstituteas
4、acasestudy,usingquestionnairestoanalyzecustomersatisfactionandthelossofcustomers.ThesurveyfindsthattheNInstitutehasthefollowingproblems,namelylackingfacility,weakstability,unreasonablecurriculumdesign,irrationalorcampussite,insufficientbranches.Therefore,thispaperadopt
5、sfurthermarketresearchandquestionnairesurveydataaswellasthesecondaryliteraturetostudythetrainingmarketsegmentationcharacteristicsandtheconsumers’demand.Thedataanalysisshowsthatthecurrentchildren’SEnglishtrainingmarketinXiamenhasthefollowingfivecommonproblems:thecoexist
6、enceofgoodandbadinstitutionsandthelackofteachingstaff,lowutilizationrateofthetrainees,marketinghomogeneity,lowbrandconcentration,highpolicyrisks.BasedonNInstitute’SoperatingstatusquoandXiamenmarketresearchresults,thispapertriestoputupfourmeasures,includingthestrengthen
7、ingoftheteachingstaff,optimizationofthecampuslocationandlayout,personalizedmarketingandtheleadingscaletostrengthenNInstitute’Scompetitiveness.ThispaperanalyzestheproblemsandsolutionsofNInstituteduringtheprocessofoperatingmanagementwhichCanprovideareferencenotonlyforfut
8、uresustainabledevelopmentofNInstitute,butalsoforthehealthyandstabledevelopmentofchildrenEnglishtrainingindustry.111厦门
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