【摘要】：隨著中國社會的進步,經(jīng)濟的發(fā)展,管理培訓市場需求日益增大,同時,由于創(chuàng)業(yè)成本低,行業(yè)準入制度不夠完善,一時間,眾多管理培訓機構(gòu)如雨后春筍般迅速崛起,甘肅贏在前沿企業(yè)管理服務有限公司(后稱贏在前沿)也成為其中的一員。這是一家甘肅本土成長起來的管理培訓機構(gòu),經(jīng)過三年的發(fā)展,取得了一些成績,但由于大環(huán)境和自身存在的問題,企業(yè)仍然處在比較艱難的經(jīng)營狀態(tài)。本文欲通過以下幾部分的分析,希望能為該企業(yè)的良性發(fā)展給出一些建設性意見和建議： 第一部分,外部環(huán)境分析,主要包括對政策環(huán)境、經(jīng)濟環(huán)境、技術(shù)環(huán)境以及整個管理培訓行業(yè)情況等方面的分析。 第二部分,內(nèi)部環(huán)境分析,主要包括對企業(yè)文化、客戶資源、核心能力(營銷能力和產(chǎn)品設計研發(fā)能力)、品牌運營狀況以及內(nèi)部管理現(xiàn)狀等的分析。 第三部分,運用SWOT分析法,結(jié)合對內(nèi)外部環(huán)境分析的結(jié)果,找出贏在前沿目前的優(yōu)勢、劣勢、機會和挑戰(zhàn)。 第四部分,運用目標市場理論、定位理論,為贏在前沿公司及其產(chǎn)品進行較為準確的定位。 第五部分,結(jié)合分析結(jié)果,設計一系列可以有效改善贏在前沿現(xiàn)狀,解決現(xiàn)有問題的營銷策略。
[Abstract]:With the progress of Chinese society and the development of economy, the demand of management training market is increasing day by day. At the same time, because of the low cost of starting a business, the industry access system is not perfect enough, many management training institutions are springing up rapidly. Gansu win in the Frontier Enterprise Management Services Co., Ltd. (later called win in the front) also became a member. This is a management training institution grown up in Gansu Province. After three years of development, it has made some achievements, but due to the general environment and its own problems, the enterprise is still in a relatively difficult state of operation. Through the analysis of the following parts, this paper hopes to give some constructive suggestions and suggestions for the benign development of the enterprise: the first part, the external environment analysis, mainly includes the policy environment, the economic environment, Technical environment and management training industry situation and other aspects of the analysis. The second part, the internal environment analysis, mainly includes the analysis of corporate culture, customer resources, core competence (marketing ability and product design and R & D ability), brand operation status and internal management status. The third part, using SWOT analysis method, combined with the results of internal and external environment analysis, to find out the advantages, disadvantages, opportunities and challenges of winning at the front. In the fourth part, the target market theory and positioning theory are used to locate the frontier companies and their products accurately. The fifth part, combining the analysis result, designs a series of marketing strategies which can effectively improve the current situation and solve the existing problems.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F719

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本文編號：2162304