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| 浅析教育培训公司市场营销策略 ——以苏州进德格林教育科技有限公司为例
摘要
随着当前我国经济转型的推进和整体经济实力的快速发展，作为第三产业重要组成部分的金融行业也同时取得了巨大进步，从银行业务、信托业务等传统金融业务向新型金融服务如融资租赁业务、保理业务和互联网金融业务等得纵深发展。一方面对金融人才的需求不断加大，使得能够全面掌握金融知识的从业人员出现缺口；另一方面，随着金融行业的发展吸引了大量非金融行业从业人员向金融行业的转型并谋求发展。这些因素均在客观上带动了金融教育培训行业的发展。行业中的教育培训公司，尤其是提供高端国际金融证书培训服务的培训机构，在当前的教育培训市场是否能够持久地达到获客、获信和获金的经营目标，这关系到其输出产品的质量稳定性即对培训学员的有用性产生重要影响。本文从市场营销的角度，对当前金融教育培训机构市场营销发展做出研究，以期对培训机构市场营销发展提供借鉴意义。
以苏州进德格林教育科技有限公司为例，本文将基于市场营销STP理论分析教育培训公司所面临的市场细分、目标市场和市场定位问题。基于市场营销4P理论分析教育培训公司的产品、价格、渠道和促销状况。基于之前的理论和分析识别苏州进德格林教育科技有限公司当前市场营销发展中面临的问题，从而可以针对性地对当前营销发展中的问题梳理出解决思路从而提出解决办法。
关键词：教育培训；金融培训；市场营销策略
Abstract
With the promotion of China's economic transformation and the rapid development of the overall economic strength,the financial industry as an important part of the tertiary industry has also made great progress. From banking, trust and other traditional financial business to new financial services such as financial leasing business, factoring business and Internet financial business has developed in depth. On the one hand, the demand for financial talents is increasing,which makes the employees who can master the financial knowledgein an all-round way appear a gap; on the other hand,with the development of the financial industry, it attracts a large number of non-financial industry practitioners to transform to the financial industry and seek development. These factors have objectively led to the development of financial education and training industry. Whether the education and training companies in the industry,especially the training institutions that provide high-end international financial certificate training services,can achieve the business objectives of obtaining customers, receiving credit and receiving money in the current education and training market, which is related to the quality stability of their export products, that is, the usefulness of the trainees has an important impact. From the perspective of marketing,this paper studies the marketing development of financial education and training institutions in order to provide reference for the marketing development of training institutions.
Based on the theory of marketing STP,this paper analyzes the market segmentation, target market and market orientation of education and training company. Analyze the product, price,channel and promotion status of education and training company based on marketing 4P theory. Based on the previous theory and analysis,this paper identifies the problems faced in the current marketing development of Suzhou Jinde Green Education Technology Co., Ltd.
Keywords: education and training; financial training; marketing strategy
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