摘 要

随着每年考研人数的增多，考研辅导机构的需求也在随之增加，使得“考研经济”也变得异常繁荣。但是考研辅导机构的数量和规模在不断增长的同时，也伴随着各类发展问题亟待解决。基于当前考研辅导机构的发展现状及存在的缺陷，本文提出如何综合运用互联网营销工具来对相关考研辅导产品与服务进行整合营销，为满足考研人群的需求、促进考研辅导机构服务质量提升提供建议参考。本文的研究内容主要涉及以下几个方面。

首先，本文对考研辅导机构的市场特征和营销模式的发展状况进行了分析。由于考研大军数量庞大，使得考研辅导机构众多，行业竞争也随之激烈，考研辅导机构逐步呈现专业化、精细化、品牌化以及灵活化的市场特征。目前考研辅导机构主要还是采用校园讲座等传统的营销模式进行机构的推广，而网络营销的模式基本还处于初步的探索阶段。其次，本文对考研辅导产品的消费者需求进行了问卷调查。根据调查问卷的有效数据并结合南京地区几家知名的考研辅导机构网站，分析了考研辅导机构网络营销状况以及存在的问题。目前来看，基于网络渠道的辅导产品消费需求稳定且多样化，但是辅导机构网络整合营销的发展还不成熟，宣传的力度不到位，形式单一，且机构自身网站的框架内容设置不够完善、满意度也不高。

最后，本文基于网络视角对考研辅导机构提出系统性的整合营销策略，主要从营销工具和营销主体两个方面提出建议，包括：深入准确认识与定位目标消费者的需求，辅导机构与消费者之间逐步建立起长久有效的一对一营销，从而更好地制定网络整合营销的策略。

关键词：考研辅导机构；网络整合营销；营销模式；策略

A Study on the Online Integration Marketing Strategy of Tutorship Organizations for Graduate Entrance Exam

ABSTRACT

With the accumulating number of students who take part in the Graduate Entrance Exam (GEE), there are also a growing number of GEE tutorship organizations which fuels the boom of “ GEE economy”. However, as the number and scale of such organizations keep growing, various kinds of problems that appear along with this phenomenon are needed to be solved urgently. Based on the development status and existing defects of these tutorship organizations, the thesis brings up suggestions on how to comprehensively utilize online marketing tools to adjust the integration marketing of GEE-related tutoring products and services, as well as advice and references on how to satisfy the needs of these students and improving tutorship organizations’ service quality. Main research contents are as following:

The thesis analyzes the current development situation of market characteristics and marketing module of GEE tutorship organizations. Because of the large number of students who take GEE, the ever increasing tutorship organizations result to the fiercer peer competitive pressure, and they gradually reveal a market characteristics featured with professionalism, refinement, branding and flexibility. At present, those organizations market mainly through traditional marketing models such as campus lectures, while online marketing is still in the initial stage of exploration. This thesis conducts a questionnaire on the consumer demand of GEE tutorship products. Based on the valid data extracted from the questionnaire, combined with information collected from websites of some prestigious GEE tutorship organizations in Nanjing, the thesis analyzes the online marketing situation of those organizations and problems that are existing. As far as concerned, the demand for online-based tutorship products is steady and diverse, while the online integration marketing for tutorship organizations is not well-developed, the promotion of which also is inefficient and unitary. Besides, the framework and content of those websites are not well-improved and do not receive a high-degree of satisfaction.

From the perspective of network, this thesis offers a systematic integration marketing strategy to tutorship organizations in terms of two aspects, namely the marketing tool and marketing subject, including a deep and correct understanding and targeting the demands of customers, a long-standing and effective one-to-one marketing between the organization and the customer, with a purpose to make a better strategy of online integration marketing.

Key words: tutorship organizations for Graduate Entrance Exam; online integration marketing; marketing model; suggestion

目 录

1 绪论 1

1.1 研究背景与意义 1

1.1.1 研究背景 1

1.1.2 研究意义 1

1.2 国内外研究动态综述 2

1.2.1 关于网络整合营销的研究 2

1.2.2 关于考研辅导机构网络营销的研究 3

1.2.3 小结 5

1.3 研究内容与方法 6

1.3.1 研究内容 6

1.3.2 研究方法 7

2 考研辅导机构市场特征和传统营销模式分析 8

2.1 考研辅导机构发展概况 8

2.1.1 考研大军数量庞大 8

2.1.2 考研辅导机构众多，辅导产品层次分明 9

2.1.3 行业竞争激烈，企业两极分化的局面愈演愈烈 10

2.2 考研辅导机构的市场特征 11

2.2.1 专业化、精细化培训机构快速成长 11

2.2.2 品牌教育机构胜出，行业霸主羽翼渐丰 12

2.2.3 模式不断创新，市场适应能力不断增强 12

2.3 考研辅导机构的传统营销模式概况 12

2.3.1 讲座营销 13

2.3.2 体验营销 13

2.3.3 电话营销 13

3 考研辅导产品网络营销现状、问题与需求分析 15

3.1 问卷调查设计 15

3.1.1 调查目的与内容 15

3.1.2 调查方法 15

3.1.3 问卷回收情况 15

3.2 考研辅导机构网络营销的现状与问题 16

3.2.1 以线下为主，可信度不高，效果不明显 16

3.2.2 网络营销整体处于起步水平，成熟度较低 18

3.2.3 网络营销力度不到位，形式单一化 19

3.2.4 网站设置不够完善，满意度不高 21

3.3 基于网络渠道的考研辅导机构产品消费需求 24

3.3.1 目标顾客群体固定，市场需求稳定 24

3.3.2 消费需求呈现多样化 25

3.3.3 市场拓宽前景可观 25

4 基于网络视角的考研辅导机构整合营销策略 28