摘 要

随着社会的发展，车辆已离不开人们生活，然而拥有车，但是不会驾驶，或者无证驾驶都会受到惩罚或不方便，随着这样的趋势，新时代的人们人手拥有一份驾照，是生活中必要的。

驾校就是一个人们拥有这样驾驶技术的机构，近年来，受驾培行业的大环境影响，相比以前改革开放时代，驾培还是处于限制阶段，考驾照是一件难事，还有就是现在交通驾驶一直在改革，规范人们的合法驾驶和正规行驶。到现在看来，驾培成为供不应求，但是驾校行业市场管理不规范、市场竞争力增强，加上现在“互联网 驾考”，让传统的驾考市场变得竞争更激烈。

本文以J驾培公司为研究目标，通过公司互联网背景的优势，让这个以武汉大学生为主要市场的驾校，找到当前公司的营销方式的不足，同时结合现在联网技术，运用营销理论精准解决目前驾培普遍存在的营销模式的痛点和难点。

本文主要是查阅大量关于市场营销及营销模式的参考文献，对J驾培内外部环境分析、SWOT分析，分析J驾培存在营销模式的不足，对后面营销模式改进作前提。再次通过问卷调查，根据调查数据，分析目前驾培行业的一些问题以及消费者主要的需求，从而在后面的营销方案中里作出合适的策略。

关键词：驾培；精准营销； 营销策略

Abstract

With the development of society, cars have been inseparable from people's lives. However, owning a car but not being able to drive it or driving without a license will be punished or inconvenient. With such a trend, people in the new era have a driver's license, which is necessary in life.

Driver's school is an institution where customer have such driving skills. In recent years, influenced by the environment of driving training industry, driving training is still in the restricted stage compared with the previous reform and opening up era, and it is difficult to get a driving license. In addition, nowadays, traffic driving has been reformed to regulate people's legal driving and normal driving. Until now, driving training has become in short supply, but the driving school industry market management is not standard, market competitiveness, coupled with the "Internet driving test", so that the traditional driving test market has become more competitive.

Based on J driving training company as the research target, the advantage of Internet background, through the company make the driving in Wuhan university students as the main market, find the shortage of the current company's marketing mode, at the same time combined with network technology now, precision using marketing theory to resolve the driving widespread marketing model pain and difficulty.

This research mainly referred to a large number of references on marketing and marketing mode, analyzed the internal and external environment of J's driving training and SWOT analysis, analyzed the deficiencies of J's driving training marketing mode, and made a prerequisite for the improvement of the latter marketing mode. Through the questionnaire survey again, based on the survey data, the author analyzes some problems in the current driving and training industry and the main needs of consumers, so as to make appropriate strategies in the following marketing plans.

Key Words：Driving school; Precision marketing; Marketing strategy

目 录

摘要 I

Abstract II

第1章绪论 1

1.1 研究的目的及意义 1

1.1.1研究目的 1

1.1.2研究意义 1

1.2国内外研究状况评述 2

1.2.1国外研究现状 2

1.2.2国内研究现状 2

1.3 论文设计的基本内容、目标、技术方案及措施 3

1.3.1 论文（设计）的基本内容 3

1.3.2 研究方法 4

1.3.3 技术方案及措施 4

第2章基础理论和相关概念 6

2.1相关概念阐述 6

2.1.1精准营销概念 6

2.1.2大数据精准营销基本特点 6

2.1.3大数据精准营销行业发展 6

2.2相关理论基础 7

2.2.1顾客让渡价值理论 7

2.2.2 4C营销理论 8

2.2.3 STP理论 8

第3章J驾培公司内外部环境分析 9

3.1J驾培公司及其内部环境 9

3.1.1公司概况 9