课外辅导机构客户满意度影响因素及营销策略分析-以南京学而思培优为例

课外辅导机构客户满意度影响因素及营销策略分析-以南京学而思培优为例(含调查问卷)(开题报告,论文20000字)
摘要
随着中国经济的快速发展，我国教育的发展也越来越令人瞩目。国家对教育事业大力支持,人们对我国基础教育的发展也越来越重视。很多家长考虑让孩子参加课外辅导，使孩子在竞争中处于优势地位，这种庞大的市场需求促进了专业性课外辅导培训机构的出现，教育行业呈现市场化的特征。然而，课外辅导机构如何提升客户的满意度、制定合理的营销策略是公司赖以生存和发展的重要问题。
本文以南京学而思培优为例，利用调查问卷的研究方法，把学生家长作为研究对象，通过分析家长满意度影响因素，为南京学而思培优的发展提供理论指导依据。结果表明，影响南京学而思客户满意度的影响因素最重要的六个分别是：周边环境、内部教学环境、师资力量、教学质量、服务水平以及收费标准。最后，希望本文的研究结果可以为南京学而思培优以及整个课外辅导行业客户满意度的提升、营销策略的制定提供借鉴。
关键词：课外辅导机构  客户满意度  营销策略

Influencing Factors and Marketing Strategy of Customer Satisfaction Degree of After Class Tutoring Agencies——In “Nanjing Xue Er Si Pei You “As An Example [资料来源：http://www.THINK58.com]
ABSTRACT
With the rapid development of Chinese economy, the development of education in our country has become more and more remarkable. The state strongly supports the education cause, and people pay more and more attention to the development of basic education in our country. Many parents prefer their children attending after-school tutoring, so that children get the advantage position in the competition. The huge market demand promotes the emergence of professional extracurricular counselling training institutions, and education industry has characteristics of market. However, how to improve the customer's satisfaction and develop the reasonable marketing strategy is an important issue for the company's survival and development.
In this paper, Nanjing Xue Er Si Pei You is taken as an example. By questionnaire survey research methods, the students’ parents are the customers as the research object. Through the analysis of the influencing factors of parent satisfaction, we provide theory guidance for the development of Nanjing Xue Er Si Pei You. The results show that the most six important  factors which influence Nanjing Xue Er Si Pei You customer satisfaction are: surrounding environment, teaching environment, teachers, teaching quality, service level and charges. Finally, the research results can provide reference for Nanjing Xue Er Si Pei You excellent training and enhance the customer satisfaction of extracurricular counseling industry and marketing strategy formulation.

Key Words：Extracurricular counseling organization ; Customer satisfaction; Marketing strategy

目  录
摘要    I
ABSTRACT    II
第一章  绪论    1
1.1研究背景与现状    1
1.2研究的综述    1
1.3论文研究目的与意义    2
1.3.1理论意义    2
1.3.2实践意义    2
1.4论文框架    3
第二章  课外辅导机构客户满意度影响因素研究理论基础    5
2.1课外辅导机构概述    5
2.1.1课外辅导机构定义    5
2.1.2课外辅导机构发展现状    5
2.2客户满意度理论基础    7
2.2.1客户满意度理论基础    7
2.2.2客户满意度影响因素    7
2.3本章小结    9
第三章  南京学而思客户满意度影响因素调查问卷设计与分析    11
3.1调查问卷设计    11
3.2调查问卷分析    11
3.3本章小结    16
第四章  南京学而思培优营销策略分析    18
4.1南京学而思培优营销策略现状分析    18
4.1.1品牌策略：塑造高端的个性品牌    18
4.1.2市场定位：差异化的市场定位    19
4.1.3产品策略：风格化的教育产品    20
4.1.4价格策略：具有竞争优势的产品价格    21
4.1.5营销方式：成功的口碑营销    22
4.2存在问题    23
4.2.1用户体验有所下降    23
4.2.2教学服务水平有待提升    24
4.2.3存在夸大宣传的现象    24
4.3建议    25
4.3.1重视和完善个性化的用户体验营销    25
4.3.2进一步提升教学服务水平    25
4.3.3坚持合法真实宣传    25
4.4本章小结    26
第五章  研究结论与展望    27
5.1研究结论    27 [资料来源：http://THINK58.com]
5.2展望    27
参考文献    28
附录    30
致谢    32

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