市场营销毕业论文 文都考研齐齐哈尔分校的营销策略分析

齐齐哈尔大学

毕业设计（论文）

题目：文都考研齐齐哈尔分校的营销策略分析

学院：经济管理学院

专业班级：市场营销052班

学生姓名：

指导教师：

成绩:

2010年06月15日

摘要

营销策略是决定企业发展好坏的重要手段，是企业满足顾客需求从而夺取市场的工具。企业要在激烈的市场竞争中继续保持行业领先地位，就必须有着非常周密、严谨的营销策略，来提高企业的竞争力。

本文在对文都考研齐齐哈尔分校的经营现状进行分析，通过了解考研领域的概况、文都考研的市场地位、经营现状的基础上,系统分析了文都考研齐齐哈尔分校现有的营销策略并发现其营销策略方面存在的问题,进行了市场环境分析：包括宏观微观，及SWOT 分析法，提出了进一步提高文都考研齐齐哈尔分校的若干营销策略，通过产品策略，促销策略，品牌策略和文都发展的不同时期采用不同的营销策略，来扩大文都考研的行业影响力和巩固其市场领先地位。

关键词：营销策略；产品策略；促销策略

Abstract

Deciding the marketing strategy is an important means for the development of good and bad, is to meet customer needs in order to market the tools to win. Enterprises in the fierce market competition in the industry continue to maintain a leading position, it is necessary to have a very thorough and rigorous marketing strategy to enhance the competitiveness of enterprises.

Text of this article are in the study section of the Campus qiqihar a situation analysis of the business through the understanding of the field of study section of the profile, the study section of the market position is to operate the status quo, based on systematic analysis of the study section of the text are available qiqihar Campus marketing strategy and found its marketing strategy problems in the market for environmental analysis: including macro-micro, and SWOT analysis, to further enhance the study section of the text are a number of Qiqihar Campus marketing strategy, product strategy, marketing strategy, brand strategy development and the Sultan of all different times using different marketing strategies to expand the study section of the text have influence in the industry and to consolidate its market leading position.

Key words: Marketing Strategy; Product Strategy; Promotion strategy

目录

摘要............................................................................................................................................. I Abstract.................................................................................................................................... II

一、文都考研齐分校概况及考研市场现状 (1)

（一）文都考研齐分校的基本概况 (1)

（二）考研市场现状 (1)

二、文都考研齐分校的现行营销策略 (3)

（一）品牌策略 (3)

（二）促销策略 (3)

1．校园海报 (3)

2．校园代理 (3)

3．校园讲座 (4)

4．校园传单 (4)

5．报名点的宣传 (4)

三、文都考研在营销策略上存在的问题 (5)

（一）产品无法满足消费者的需求 (5)

1．远程教育 (5)

2．师资力量 (5)

（二）营销人员整体素质较低 (5)

（三）宣传内容虚假 (6)

四、文都考研齐分校的营销环境分析 (7)

（一）宏观环境分析 (7)

1．政治环境 (7)

2．经济环境 (7)

3．人口环境 (7)

（二）微观环境分析 (8)

1．消费者 (8)

2．竞争对手 (8)

（三）SWOT分析 (9)

1．优势 (9)

2．劣势 (9)