杨梅红国际私立美校无锡市场营销分析
摘要
随着经济的发展，美术教育越来越受到广泛重视、美术教育机构正逐渐成为越来越多家长学生的选择，这造就了一个新兴的市场美术培训学校市场。同时又伴随着国际化水平的提高,父母更加重视对孩子各种能力的培养，随之对孩子艺术特长培训的投资热情日益高涨。面对巨大的市场需求、各类艺术特长培训机构应运而生，形式多样，覆盖面广，特别是儿童校外艺术培训作为这个行业中的一个组成部分，也呈现出勃勃生机。。
With the development of the economy, education has been widely valued, and extra-curricular counseling is gradually becoming the choice of more and more students. This has created an emerging market for extra-curricular counseling. At the same time, along with the improvement of the level of internationalization, parents pay more attention to the training of children's various abilities, and the investment enthusiasm of children's specialty training is increasingly high. In the face of huge market demand and the emergence of various specialized training institutions, various forms and coverage, especially children's off-campus art training as a component of the industry, also showed vitality. However, in the face of such new products and markets as extracurricular counseling, many educational institutions have problems with marketing strategies such as unclear positioning and improper selection of marketing strategies, and often have unfavorable results.
关键字：校外培训 教育 营销策略
Keyword: Off-campus training education marketing strategy
目录
一、企业简介 4
二、企业营销环境分析 4
2.1政治因素(P) 4
2.2杨梅红无锡市场分析..............................................................................6
2.2改变美术教育观念，培养学生人文素养 8
2.3杨梅红国际私立美校SWOT分析 10
三、公司营销现状分析 12
3.1学校组织结构 12
3.2产品策略 12
3.3促销策略 12
3.4渠道策略 12
四、促销方式分析 13
4.1产品策略一课程设置 13
五、企业营销中存在的问题 13
5.1营销意识薄弱 13
5.2缺少独立的营销部门 13
5.3组织结构不完善 13
5.4家长服务工作不到位 13
六、 企业促销方式存在问题的对策 14
6.1差别定价法 14
6.2组合定价法 14
6.3建立与学校、社区良好关系 14
6.4建立网络营销体系 14
总结 16
参考文献 17
参考文献
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3、技术资本参与公司治理及其管理创新研究[D].中国海洋大学, 2014.
