论文总字数：14808字

摘 要

在当下这个时期，中小学培训的重要性越来越突出。现在的的教育已经成为了国家以及个人发展最重要的环节。在这种以分数高低辨雌雄的社会竞争当中，升学率竞争压力的不断增大，推动着课外培训机构的蓬勃发展，使中小学培训机构走向了一个快速发展期，现在中小学培训机构在社会上有很大需求。学而思最初成立于北京的一间研究生宿舍，逐渐发展到全国开设分校。面对着逐渐增加的市场竞争，各中小学培训机构争得客户的主要策略是服务营销，但是学而思还是存在着一定的问题，有着一些显著的漏洞。学而思迫切的需要在服务营销理论的研究和指导下，及时发现问题并重新作出相应的规划调整，以进一步提高经营效益。

这篇文章的主要研究对象是学而思培训机构，采用了营销相关的理论，重点是以服务营销策略分析，对学而思进行深入剖析。本文分析了学而思教育培训面临的外部环境和内部环境，利用pest分析，摸索出了一条适合学而思中小学培训机构发展的优势。制定出了相应的服务策略以及相关的建议。

这篇文章采用了相关的理论对学而思进行了分析，包括体系分析和营销模式分析，并提出了一些相关的策略，对加强市场竞争力有一定的价值。

关键词：学而思培训机构 竞争力 调整 服务营销

Study on the service marketing strategy of training institutions in primary and secondary schools

Abstract

In this period, the importance of primary and secondary school training is becoming more and more important. Today's education has become the most important link in national and personal development. Scores in the height of male and female social competition, graduation rates increasing competitive pressure, promote the vigorous development of the extracurricular training institutions, the institutions for training of primary and secondary schools to a rapid development period, training institutions of primary and secondary schools now has a great demand in society. Scholz was originally founded in a graduate dormitory in Beijing and has grown into a branch school across the country. Facing the increasing competition in the market, the primary and secondary school training institutions for customer service marketing is the main strategy, but learning and thought there was a problem, has some obvious loopholes. Under the research and guidance of service marketing theory, it is urgent to find out problems and make corresponding planning adjustment in time, so as to further improve business efficiency.

This paper takes the training institutions of xuelsi primary and secondary schools as the research object, and makes an in-depth study of the training institutions of xuelsi primary and secondary schools by applying relevant theories of service marketing and marketing. This paper analyzes the external environment and internal environment of education training in xueersi, and USES pest analysis to find out an advantage suitable for the development of training institutions in primary and secondary schools. The corresponding service strategy and relevant Suggestions were formulated.

This paper USES the relevant theories of learning and thought training institutions of primary and secondary schools of marketing mode and the system was analyzed, and puts forward some related service marketing strategy, to strengthen the market competitiveness of learning and thought training institutions have a certain significance.

Key words：Learning and thinking training institute；competitiveness；Adjust the；Service marketing

目录

摘要 I

Abstract II

目录 III

第一章 前言 1

1.1研究背景 1

1.2研究意义 2

1.3研究方法 3

第二章 文献综述 4

第三章 学而思的PEST分析 7

3.1政策环境 7

3.2经济环境 8

3.3社会文化环境 9

3.4技术环境 9

第三章 学而思现状 11

4.1 学而思发展现状 11

4.2 服务现状 12

第五章 学而思服务策略的设计 13

5.1产品策略 13

5.2价格策略 13

5.3渠道策略 14

5.4促销策略 14

5.5人员管理策略 15

5.6服务的有形展示策略 15

5.7过程管理策略 16

第六章 学而思服务营销策略的支持保障 17

6.1坚持成就客户的经营理念 17

6.2建立完善的售后服务体系 17

6.3提高教学能力，完善师资力量 17

第七章 结论与启示 19

参考文献 20

致 谢 21

第一章 前言

1.1研究背景

21世纪随着社会经济政治文化的不断繁荣发展，在新课改的背景之下，国家政策中明确提出了为中小学生减负，伴随着政策的改变，学校教育也发生了如下变化。一:学校增添了更多丰富多彩的课程，但是上课的总时长没有改变，老师只能在有限的时间里教授更多的课程，这样意味着每门课的平均时长缩短了。二：很多学校的放学时间提前了，但是家长下班时间没有提前，无法及时管理学生。另外，根据我国最新数据统计，我国居民的储蓄金额已经超过14万亿元，其中的百分之十点一将用于教育支出，由此可以得出，我国的教育潜在金额可以达到一万亿以上，有如此诱人的市场前景当然就可以吸引大量的培训机构进入市场，截止二零零九年，有各类培训机构19356所，接受培训学生数为844.93万人，占学校总数的八分之一以上，超过在校学生总数五分之一。尤其是在一些一线大城市尤为明显，例如北京，上海，培训机构的内容也五花八门，如培优教育，英语，语文培训，高考，考研培训，艺术培训等等。从培训的目的来看，一是为了求职，二是为了应试。

请支付后下载全文，论文总字数：14808字