万学教育集团STP策略研究
摘 要
STP策略是现代市场营销理论学的重要内容之一，是企业实施各项具体策略的基本前提。教育培训产业作为一门新兴行业，其市场营销同样也需要使用STP策略。STP策2略的具体内容是针对任何一个企业产品不可能满足所有消费者消费需求的现状，对市场进行细分，选择合适的目标顾客群体，并做好市场定位，开展具体营销活动。
本文首先阐述了STP理论的国内外研究现状；再梳理了STP策略相关理论；然后以万学教育集团为例，具体分析了其市场细分、目标市场以及市场定位，并指出了该集团STP策略中存在的主要问题，分析了存在这些问题的原因；最后提出了万学教育集团STP策略改进建议和对策，以期为其它教育培训企业提供STP策略方面的改进建议。
关键词：万学教育集团 STP策略 改进建议
Abstract
The STP strategy is one of the important content of modern marketing theory. It is the basic premise of the enterprises to implement the specific strategies. Education and training industry as an emerging industry, its marketing also need to use the STP strategy. The specific content of the STP strategy is that select the appropriate target customer groups and good market position if a kind of product is impossible to satisfy all consumers’ demand. Then carry out specific marketing campaigns.
This paper first describes the research background and significance. Then comb the STP theory. Next, the paper analogies the market segmentation, target market and market positioning of the Universal Education Group, for example. And point out the main problem in the group’s STP policy. Last, give the targeted recommendations for improvement and countermeasures, provide suggestions for other education and training industries.
Key words: Universal Education Group; STP; recommendations for improvement;
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