H会计成人职业培训公司基于就业环境的营销策略

Marketing Strategies of H Accounting Adult Vocational Training Company Based on the Employment Environment

摘要: 市场需求、政策导向及技术升级推动着会计教育培训行业的快速发展，但培训机构在营销策略上仍面临诸多挑战。本文基于模糊层次分析法(Fuzzy AHP)与模糊综合评价法(FCE)，对H会计培训公司的营销策略进行了系统性研究。本文通过专家打分构建模糊判断矩阵，计算各营销策略的优先级，并结合100名学员的调查数据，分析影响报名决策的核心因素。研究结果显示就业保障、课程内容深度与师资力量是学员最为关注的因素，而价格策略与授课模式的影响相对较小。此外，灵活的支付方式与智能学习支持系统可有效提高报名意愿。基于此本文提出优化就业保障体系、建立企业账务实战训练营、创新支付模式、引入智能学习助手等优化策略，以提升培训机构的市场竞争力与学员满意度。

Abstract: Driven by market demand, policy guidance, and technological advancements, the accounting education and training industry has experienced rapid growth in recent years. However, training institutions continue to face significant challenges in optimizing their marketing strategies. This study, based on the Fuzzy Analytic Hierarchy Process (Fuzzy AHP) and the Fuzzy Comprehensive Evaluation (FCE) method, systematically examines the marketing strategies of H Accounting Training Company. By constructing a fuzzy judgment matrix through expert scoring and analyzing survey data from 100 participants, the study identifies the key factors influencing enrollment decisions. The findings reveal that employment support, the depth of course content, and the quality of instructors are the primary concerns for students, whereas pricing strategies and teaching formats have relatively less impact. In addition, flexible payment options and smart learning support systems are shown to significantly enhance enrollment intentions. Based on these insights, this paper proposes targeted strategies such as strengthening employment guarantee programs, establishing practical accounting training camps, innovating payment models, and introducing intelligent learning assistants to improve the company’s market competitiveness and student satisfaction.