论“学大教育”销售管理模式
摘要：“学大教育”创立于2001年9月，一直以来专注于利用优质的教育资源和先进的信息技术，服务
于中国教育服务领域，是国内个性化教育的领导者“学大教育”专注于学生学习能力的培养和学科知识
的辅导，视教学质量为生命，深受学生和家长的认可，口口相传，成就了全国最大规模的个性化教育连
锁机构。学大教育通过提高学生的学习成绩、激发学习兴趣，已经赢得了成千上万的家长和学生的信赖
。
本篇毕业设计是想阐述，在企业发展过程中，营销方式及招生计划起到了不可或缺的作用。但事物具有
两面性，需要具体问题，具体分析。在实习工作的过程中，我对于教育行业的销售方式及招生方面进行
了较为详细的了解，撰写该论文，就学大教育及新虹艺少儿艺术馆的销售招生做一个简述论解。
关键词：学大教育；教育行业；销售模式；市场推广；
On the sales management mode of "learning and teaching"
Abstract:"Education" was founded in September 2001, has been focused on the use of
high-quality educational resources and advanced information technology, service to
Chinese education services, is the domestic leader in personalized education science
education focus on students' learning ability training and discipline knowledge as
teaching guidance, quality of life, by students and their parents, word of mouth,
achievement of personalized education in the country's largest chain of institutions.
Through the improvement of students' academic achievement and the interest in
learning, the great education has won the trust of thousands of parents and students.
This graduation project is to elaborate, in the process of enterprise development,
marketing and enrollment plan plays an indispensable role. But things have two sides,
the need for specific issues, specific analysis. During the internship, I made a
detailed understanding of the education industry sales and enrollment, the thesis,
school education enrollment sales and new Rainbow Art children's Museum of art will
make a brief introduction on the solution.
Keywords：University education; education industry; sales model;
目 录
摘 要……………………………………………………………………………1
一、市场分析
（一）企业的目标和任务……………………………………………………………2
（二）当前市场和战略………………………………………………………………2
1.当前市场状况………………………………………………………………2
2.战略描述……………………………………………………………………3
（三）主要竞争者和他们的优势/劣势 ……………………………………………3
（四）外部环境分析…………………………………………………………………4
1.经济…………………………………………………………………………4
2.法律法规……………………………………………………………………4
3.成本…………………………………………………………………………5
4.竞争…………………………………………………………………………5
5.技术…………………………………………………………………………5
6.社会因素……………………………………………………………………5
（五）内部环境分析…………………………………………………………………5
二、销售问题及解决方案
（一）销售过程中遇到的问题………………………………………………………6
（二）解决方案………………………………………………………………………7
三、营销策略
（一）营销目标/预期收益…………………………………………………………8
（二）目标市场描述 ………………………………………………………………9
（三）营销组合描述 ………………………………………………………………9
1.产品/服务 …………………………………………………………………10
2.分销…………………………………………………………………………10
3.定价…………………………………………………………………………10
4.促销…………………………………………………………………………10
（四）定位分析 ……………………………………………………………………11
参考文献
[1]北京民科院行业统计数据
[2]教育部《2012年全国教育事业发展统计公报》
[3]“限奥令”
[4]百度百科
