论文总字数：25728字

摘 要

据统计显示，从2004年开始，中国教育培训市场就出现了很多知名企业，比如新东方、新华等等，市场逐渐细分为语言、IT、少儿、公务员、公务员等等相应的语言培训市场，教育培训行业从单一的技能教学向综合化教育培训集团企业发展。2018年开始，教育培训行业进入冰火两重天的境地。一方面，政策密集出台，8月22日，国务院办公厅印发《关于规范校外培训机构发展的意见》，就校外培训机构存在的有安全隐患、证照不全、超前培训等问题提出了一系列措施。在政策强监管下，大批校外培训机构被迫整改关停。根据教育部印发的《关于全国校外培训机构专项治理行动整改工作进展情况的通报》数据，截至2018年10月15日，全国共摸排校外培训机构400532所，存在问题机构272175所，占比近68%。现已完成整改83510所，完成整改率30.7%。这些政策的出台，搅动着整个教育行业市场，资本市场捂紧了钱袋子，教育培训上市企业市值大幅下滑；另一方面，素质教育、K12教育等多个竞争激烈，同时技术革新也给行业带来了新的创业机会。

在知识经济时代，教育培训行业成为我国市场经济发展的重要组成部分。一方面，国内外经济的飞速发展，使得居民收入水平不断提高，温饱已经不再是需要人们担心的问题，人们有更多的经济投入到对孩子的教育中去；另一方面，现有的教育体制对课外知识的需求越来越多，基本上每个中小学生都要报各种教育培训班，这使教育培训机构在近年来得以不断开拓市场，占领较大的市场份额。然而，随着教育机构越来越多，许多问题和隐患也逐渐浮出水面。所以本次研究将主要对重视教育背景下以教育培训机构为代表的教育培训机构发展予以分析，促进教育培训行业乃至整个社会的发展。本次研究对象为海豚教育，相关研究围绕海豚教育营销策略，探究其所处的时代背景以及相应问题和解决措施等。

本论文分为六章节展开。第一章节为绪论，包括选题目的、选题意义、相关研究内容和研究方法。第二章节是文献综述。第三章节是海豚教育营销环境分析，包括海豚教育的简介、海豚教育的宏观环境分析和行业环境分析以及海豚教育的STP战略定位分析。第四章节是海豚教育营销现状分析，包括海豚教育所处的市场环境、海豚教育的教学和服务产品以及营销对于海豚教育经营的重要性。第五章节是海豚教育营销策略存在的问题以及相应的解决对策。第六章节是总结。

本文旨在探索海豚教育的营销策略，帮助其开拓市场，占领更多的市场份额。通过本次的论文研究得出以下结论：营销工作是海豚教育的首要工作，根据现如今的教育环境以及市场需求，海豚教育应开发出最合适的产品，满足多样化的市场需求，而海豚教育营销中存在的问题，则需要不断地开发新型技术，提高自主创新能力。

关键词：教育培训机构；营销策略；产品

Research on Marketing Strategy of Haitun Education

Abstract

Statistics show that since 2004, China's education and training market has appeared a lot of well-known enterprises, such as New Oriental, Xinhua and so on, the market gradually subdivided into language, IT, children, civil servants, civil servants and other corresponding language training market, education and training enterprises from a single skill teaching to comprehensive education and training group enterprise development. Starting in 2018, the education and training industry has entered a two-day ice-fire situation. On the one hand, the policy was intensively introduced, and on August 22, the General Office of the State Council issued the "Opinions on Regulating the Development of Training Institutions Outside the School," proposing a series of measures on the problems existing in the training institutions outside the school, such as the hidden danger of safety, incomplete license and advanced training. Under strong policy supervision, a large number of out-of-school training institutions were forced to rectify and shut down. According to the data issued by the Ministry of Education on the progress of the rectification work of the special treatment action of the national out-of-school training institutions, as of October 15,2018, there are 400532 out-of-school training institutions in the country, and 272175 institutions with problems, accounting for nearly 68%. Rectification has now been completed 83510, the completion of rectification rate of 30.7%. The introduction of these policies has stirred the entire education industry market, the capital market has tightened the money bag, and the market value of listed enterprises in education and training has fallen sharply; on the other hand, the quality education, K12 education and other fierce competition, and technological innovation has also brought new entrepreneurial opportunities to the industry.

In the era of knowledge economy, education and training industry has become an important part of the development of market economy in China. On the one hand, the rapid development of the domestic and foreign economy has led to the continuous improvement of the income level of the residents, and the need for food and clothing is no longer a problem for people to worry about, and people have more economic input into the education of their children; on the other hand, the existing education system has more and more demand for extracurricular knowledge, and basically every primary and secondary school student has to apply for various kinds of education training courses, which has enabled the educational training institutions to continuously open up the market and occupy a larger market share in recent years. However, as there are more and more educational institutions, many problems and hidden dangers are gradually emerging. Therefore, this study will mainly focus on the development of educational training institutions represented by educational training institutions in the context of education to promote the development of education training industry and even the whole society. The object of this study is dolphin education, and the relevant research focuses on dolphin education marketing strategy to explore its time background, corresponding problems and solutions.

This thesis is divided into six chapters. The first chapter is the introduction, including the research background, research significance and related research content and research methods . The second chapter is a literature review. The third chapter is dolphin education marketing environment analysis, including dolphin education brief introduction, dolphin education macro environmental analysis and industry environment analysis, and dolphin education STP strategic positioning analysis. The fourth chapter is the analysis of the current situation of dolphin education marketing, including the market environment of dolphin education, the teaching and service products of dolphin education, and the importance of marketing to dolphin education management. The fifth chapter is the dolphin education marketing strategy problems and corresponding solutions. The sixth chapter is a summary.

This paper aims to explore the marketing strategy of dolphin education to help it open up the market and occupy more market share. According to the current educational environment and market demand, dolphin education should develop the most suitable products to meet the diversified market demand, and the problems in dolphin education marketing need to develop new technology constantly and improve the ability of independent innovation.

Key words:Education and Training Institutions, Marketing Strategies, Products

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1选题目的和选题意义 1

1.1.1选题目的 1

1.1.2选题意义 1

1.2 研究内容和研究方法 1

1.2.1 研究内容 1

1.2.2 研究方法 2

第二章 文献综述 3

2.1教育机构的营销环境分析 3

2.2教育培训机构现状分析 3

2.3教育培训机构存在的问题 4

2.4教育培训机构的创新 4

2.5教育培训机构的保障措施 4

2.6总结 5

第三章 海豚教育营销环境分析 6

3.1 宏观环境分析 6

3.1.1 政治环境分析 6

3.1.2 经济环境分析 6

3.1.3 社会环境分析 7

3.1.4 技术环境分析 7

3.2 微观环境分析 8

3.2.1 行业内部竞争者 8

3.2.2 潜在竞争者 8

3.2.3 替代品威胁 9

3.2.4 顾客议价能力 9

3.2.5 供应商议价能力 9

第四章 海豚教育营销现状分析 10

4.1 海豚教育简介 10

4.2海豚教育的营销现状 10

4.2.1 产品策略分析 10

4.2.2 价格策略分析 11

4.2.3 渠道策略分析 11

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