大型中小学课外辅导机构营销策略研究--以德松教育为例

论文总字数：20321字

目 录

1 绪论.......................................................................1

1.1研究背景................................................................1

1.2研究意义与目的..........................................................1

1.2.1理论意义和实践意义................................................1

1.2.2研究目的..........................................................1

1.3 研究内容和方法.........................................................2

1.3.1研究内容..........................................................2

1.3.2研究方法..........................................................2

1.4创新点..................................................................2

2 相关理论..................................................................2

2.1课外辅导机构介绍........................................................2

2.1.1课外辅导机构概念..................................................2

2.2客户满意度理论..........................................................3

2.3文献综述................................................................3

3 现状与问题...............................................................3

3.1现状简述................................................................3

3.2存在的问题..............................................................4

3.2.1用户体验有所下降..................................................4

3.2.2教学服务水平有待提升..............................................4

3.2.3宣传力度不够......................................................4

4 调查问卷设计与分析.....................................................5

4.1调查问卷设计............................................................5

4.2调查问卷分析............................................................5

5 建议与对策..............................................................12

5.1重视和完善用户体.......................................................12

5.2进一步提升教学服务水平.................................................12

5.2.1教学服务有形化...................................................12

5.2.2重视对客户的有效管理.............................................13

5.2.3转变教学过程主体................................................13

5.2.4重视对教师的管理................................................13

5.3拓展宣传渠道...........................................................14

6 结论与不足..............................................................15

6.1研究结论小结...........................................................15

6.2论文的不足.............................................................15

参考文献....................................................................15

附录1.............................................................18

致谢.........................................................................20

基于客户满意的南京课外辅导机构营销策略研究

陈晓

，China

Abstract: Chinese economic develops rapidly, the development of education in our country is more and more vigorous. Government also increase investment in education, basic education in our country has received more and more attention. Many parents choose to let their children participate in extracurricular counseling organizations, so children will own strengths in the fierce competition in the academic, professional extracurricular counseling organizations’ growing should thank to the huge market demand. However, now extracurricular counseling organizations ought to think about this question, for the survival and development of the company, how to develop the marketing strategies based on customer satisfaction.

For the purpose of getting a reasonable data used,this paper sent out lots of questionnaires, by analyzing the factors affecting the satisfaction of parents, to guide the development of extracurricular counseling organizations. According to the marketing strategy problems of extracurricular counseling organizations, this paper put forward corresponding solutions. The corresponding optimization scheme is mainly pay attention to the user experience, enhance the teaching service, publicity channels to expand on this. The results of this study will make a contribution to the development of extracurricular counseling organizations in Nanjing , especially the formulation of marketing strategies based on customer satisfaction.

Key words: customer satisfaction;extracurricular counseling organizations;marketing strategies

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