龙文教育服务营销策略的探讨

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1、籃燼工粵院毕业论文龙文教育服务营销策略的探究专业市场营销学生姓名单晶晶班级B营销093学号0910404328指导教师凌奎才龙文教育服务营销策略的探究摘要：近年来，教育市场呈现旺盛的增氏形势，成为我国经济领域醒目的市场热点，成为创业投资最闪亮的关键词。教育培训行业，还是一座尚待开发的“富矿”，日前星现品牌教育综合化发展、专业教育机构连锁化、融资机构并购趋势化的特征,可见教育市场竞争□趋激烈。出于教育培训行业是一个服务性质的行业，服务质量理所当然是一个衡量教育机构好坏的重要指标。龙文教育作为一家民营新生

2、代教育机构，近年來虽取得一定的名气和地位，但它有限的服务质量仍在一定程度上束缚着其更好的发展。文章分析了龙文教育冃前的服务营销现状，研究了问题及相应对策，帮助企业提供优质的服务，赢得消费者青睐的口碑。目前公司服务营销运营的问题有：课程范围狭窄；课程价格偏高；分销渠道单一；促销宣传不足；服务人员素质的匮乏；服务休系不健全；有形展示薄弱。相应的对策是：研发新课程；定价机制梯度化；网络营销的加强；广告公关的注垂；人员素质的提高；体验营销的运用和有形展示的补充。这些举措必将有利于企业的长远发展。关键词：龙文教

3、育；服务营销；策略StudyingonBusinessStrategiesofLongwenEducationInstitutionAbstract:Inrecentyears,theeducationmarketisshowingstronggrowthtrend,thefieldofChina5seconomicshinyhotmarket,themostpopularkeywordsinVentureCapital.Educationandtrainingindustryisabonanzaye

4、ttobedeveloped.Itiscurrentlyshowingthecharacteristicsofthedevelopmentofbrandintegratededucation,professionaleducationinstitutionschainandbrandeducationprojectchainfinancialinstitutionsmergesandacquisitionstrend・Thevisibleeducationmarketisincreasinglycom

5、petitive・Longweneducationinstitutionisasaprivatenewgenerationofeducationalinstitutions.Inordertoshinebetterinthemarket,thereisalongwaytogo.Astheeducationandtrainingindustryisaservicenatureoftheindustry,qualityofserviceismeasureofeducationinstitutionstak

6、enforgranted・Longwenneedtoimprovetheirlevelofservicemarketingcompanyoperations,thepresentproblemsare:narrowcoursesrange;courseswithhighprice;singledistributionchannel;thelackofpromotion;thelackofserviceaccomplishmentofpersonnel;unsoundservicesystem;weak

7、tangibledemonstration.Somecountermeasurestosolvetheproblemsabove:researchanddevelopmentofnewproducts;gradientpricingmechanism;thestrengtheningofnetworkmarketing;payingattentiontoadvertisingpublicrelations;theraiseoftheserviceoftheteam;theuseoftheexperie

8、ncemarketingandtangibledemonstrationofcomplemen匸Thesemeasureswillbehelpfulforthelong-termdevelopmentoftheenterprise.Keywords:Longweneducation;servicemarketing;strategies(I)(II)(1)四、龙文教育服务营销策略存在的问题(5)摘要Abstract一、理论概述(-)服务营销的定义(1)(