基于7P视角的乡镇教育培训机构“互联网 ”营销策略分析

Analysis of “Internet ” Marketing Strategy of Township Education and Training Institutions Based on 7P Perspective

摘要: 学生对教育培训机构来说是非常重要的战略资源和宝贵资本。而招收学生的关键在于营销策略的运用，如何在互联网 时代背景下，制定适合互联网时代的营销策略成为很多教育培训机构急需解决的难题。本文首先介绍7P营销理论，然后分析乡镇教育培训机构营销存在的问题，主要表现在缺乏特色产品、产品定价不合理、营销渠道缺乏创新、促销模式太过单一、员工的稳定性及专业性不高、有形展示不全面、服务过程不到位。最后针对上述机构营销中存在的问题，结合7P营销组合理论，即：产品策略、渠道策略、价格策略、促销策略、人员、有形展示、服务过程，提出了适合乡镇教育培训机构发展的营销组合策略。

Abstract: Students are very important strategic resources and valuable capital for education and training institutions. The key to recruit students lies in the use of marketing strategies. Thus, in the context of the Internet era, how to formulate a marketing strategy keeps abreast with it has become a tricky problem for many education and training institutions. This paper firstly introduces the 7P marketing theory, and then anatomizes the problems existing in the marketing of townships education and training institutions, which are mainly manifested in the lack of characteristic products, reasonable product pricing, eye-catching marketing channels, eye-dazzling promotion modes, strong stability and high-quality employees, concrete tangible display, thoughtful and attentive services. Finally, after carefully reviewing the problems nagging at the above institutions, I want to make full use of the 7P marketing mix theory including seven ingredients namely, Product, Price, Place, Promotion, People, Process, Physical Evidence, to put forward a marketing mix strategy suitable for the development of township education and training institutions.