MBA教育中心知识库

近几年，应届毕业生逐年增加，使得本就趋近饱和的就业市场更显紧张；再加上“三年疫情”，许多企业难以经营下去，不得不裁撤员工；同时一部分年轻员工在经历了疫情这种极不稳定的就业环境后，也把目光投向了“体制”，种种原因都造成了“公考热”的出现。伴随着“公考热”现象的出现，公职类考试培训行业迅速地得到了发展壮大，全国各地关于公职类考试培训机构和学校快速地出现和增加，广安新途径教育咨询有限公司正是这些培训机构中的一员。

论文以广安新途径教育咨询有限公司为分析对象，充分利用PEST分析法以及波特五力模型对公司的宏观环境和行业环境进行了详细的分析，并从公司的资源和能力方面出发，对其微观环境进行了分析，从而最终得出了广安新途径教育咨询有限公司在宏观环境、行业环境以及微观环境方面的优势和劣势。

通过4P营销理论，对公司的营销策略现状进行分析，得出公司在产品策略、定价策略、渠道策略、促销策略方面的营销策略现状，然后使用问卷调查法对290名学员进行了问卷调查，得出了公司在营销策略方面存在产品策略不科学、价格策略不合理、渠道策略不完善和促销策略较落后等四个方面的问题。

进一步使用访谈法，通过对公司的董事、管理人员和一线人员进行访谈，最终分析得到了公司营销策略所存在的问题的原因，主要有市场调研缺失、人才储备不足、经营理念落后、公司资金欠缺和市场竞争激烈等五个方面的原因。

综合上述研究，结合公司的实际，最终帮助公司提出了以下几个方面的优化建议，具体是：一是扎实做好市场调研。主要通过做好目标市场细分、做好目标市场选择和做好目标市场定位等三个方面实现；二是夯实人才队伍建设。主要通过引进外部人才、提升教师团队和建立合作关系等三个方面来实现；三是创新经营理念方式。主要通过创新产品类型、创新渠道途径、创新定价方式和创新促销形式等四个方面来实现；四是增加资金保障力度。主要通过扩宽融资渠道、加强成本控制和完善资金管理等三个方面来实现；五是提高综合竞争能力。主要通过提高产品竞争力和提高服务竞争力等两个方面来实现。

In recent years, the number of fresh graduates is increasing year by year, which makes the already saturated job market more tense At the same time, some young employees in the epidemic after the highly unstable employment environment, but also to the eyes of the“System”， a variety of reasons have led to the“Public examination fever”. With the emergence of the“Public Examination Fever”, the development of the civil service examination training industry has been rapidly driven, and training courses and training institutions on the civil service examination have mushroomed all over the country, guang'An's new way education consultancy is one of these.

The thesis takes Guang'an New Way Education Consulting Co. , Ltd. as the object of analysis, and makes full use of PEST analysis method and Porter's five forces model to conduct a detailed analysis of the company's macro-environment and the industry environment, the strengths and weaknesses of Guang'an new way education consultancy limited in the macro and industry environment were identified.

Based on the 4p marketing theory, the paper obtains the company's marketing strategy in the product strategy, pricing strategy, channel strategy, promotion strategy, then, a questionnaire survey was conducted among 290 students, the problems in marketing strategy are unscientific product strategy, unreasonable price strategy, imperfect channel strategy and backward promotion strategy.

Based on the problems of the marketing strategy of Guang'an new way education consulting company, the paper makes full use of the interview method to analyze the reasons for the problems of the marketing strategy of the company, finally, the reasons for the above problems are mainly due to the lack of market research, the lack of talent reserves, backward business philosophy, the lack of company funds, fierce market competition and other five reasons.

Finally, the paper helps the company to put forward the need from the following aspects to solve its existing problems: first, a solid market research. Mainly through the target market segmentation, do a good job of target market selection and target market positioning three aspects to achieve; Mainly through the introduction of external talent, improve the team of teachers and establish a cooperative relationship to achieve three aspects; Mainly through innovation product type, Innovation Channel Way, Innovation Pricing Way and innovation promotion form and so on four aspects to realize; Mainly through widening the financing channels, strengthening cost control and improving capital management to achieve three aspects; Mainly through improving the competitiveness of products and improve the competitiveness of services to achieve two aspects.