本文關(guān)鍵詞： MBA考前培訓(xùn) 服務(wù)營銷 營銷策略　出處：《大連理工大學(xué)》2011年碩士論文　論文類型：學(xué)位論文

【摘要】：在進(jìn)入21世紀(jì)后,就業(yè)市場競爭壓力的逐漸加大和社會(huì)對高素質(zhì)人才需求的不斷增加,影響并推動(dòng)著中國MBA培訓(xùn)產(chǎn)業(yè)發(fā)展,帶動(dòng)MBA考前培訓(xùn)產(chǎn)業(yè)進(jìn)入快速發(fā)展期。 深圳華章教育咨詢公司作為一家專業(yè)的MBA考前輔導(dǎo)機(jī)構(gòu),多年來幫助眾多考生順利的通過MBA聯(lián)考。本文就擬以深圳華章MBA考前培訓(xùn)作為研究對象展開分析和論述,將結(jié)合服務(wù)營銷產(chǎn)業(yè)相關(guān)特征,運(yùn)用相關(guān)學(xué)科的理論和方法,參照作者本人在深圳華章工作經(jīng)歷,來分析在同時(shí)面對行業(yè)巨大的發(fā)展?jié)摿途薮笸瑯I(yè)競爭壓力的情況下,深圳華章是如何制定相應(yīng)營銷策略并對其效果進(jìn)行評估；同時(shí)論述如何才能創(chuàng)造更具有競爭優(yōu)勢的服務(wù)營銷策略以獲取更大市場份額。 本文第一部分緒論,通過對深圳華章公司及其所屬行業(yè)的簡要說明,闡述本文的研究背景和意義,并引伸出研究方法和思路；第二部分通過引用相關(guān)文獻(xiàn),論述與服務(wù)營銷相關(guān)的重要理論；第三部分則從整個(gè)MBA考前培訓(xùn)行業(yè)外部環(huán)境到深圳華章內(nèi)部現(xiàn)存問題來做一個(gè)全面業(yè)務(wù)環(huán)境分析；第四部分運(yùn)用SWOT分析方法對深圳華章在行業(yè)中的優(yōu)勢、劣勢、機(jī)會(huì)和威脅進(jìn)行全面分析,深入闡述深圳華章市場營銷策略的制定過程及效果評價(jià)；第五部分針對深圳華章現(xiàn)狀,從幾個(gè)方面提出相應(yīng)的保障措施。
[Abstract]:Since 21th century, the increasing competitive pressure in the job market and the increasing demand for high-quality talents have affected and promoted the development of China's MBA training industry. Driving the MBA test before the training industry into a rapid development period. Shenzhen Huazhang Education Consulting Company as a professional MBA pre-exam counseling institutions. Over the years to help many candidates smoothly through the MBA joint examination. This paper will be Shenzhen Huazhang MBA pre-test training as the research object of analysis and discussion will be combined with the characteristics of service marketing industry. Using the theories and methods of related disciplines and referring to the author's working experience in Shenzhen Huazhang, this paper analyzes the situation of the huge development potential and huge competition pressure of the industry at the same time. Shenzhen Huazhang is how to formulate the corresponding marketing strategy and evaluate its effect; At the same time, it discusses how to create more competitive service marketing strategies to gain a larger market share. The first part of this paper is introduction, through a brief description of Shenzhen Huazhang Company and its industry, this paper expounds the research background and significance, and extends the research methods and ideas; The second part discusses the important theories related to service marketing by quoting relevant literature. The third part is from the whole MBA pre-test training industry external environment to Shenzhen Huazhang internal problems to do a comprehensive business environment analysis; Part 4th uses the SWOT analysis method to analyze the strengths, weaknesses, opportunities and threats of Shenzhen Huazhang in the industry, and expounds the process and effect evaluation of the marketing strategy of Shenzhen Huazhang. According to the present situation of Shenzhen Huazhang, the 5th part puts forward the corresponding safeguard measures from several aspects.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2011
【分類號(hào)】：G643

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