Research On Primary And Secondary Educational Training Institutions Marketing Based On Customer Value

With the development of economy, competitive pressure gradually affect teenagersbecause of the increasing requirements for the quality of talents. Primary and middleschools are of elementary education which plays an important role in the entireeducational system. It is the fundamental project in cultivating talents and improving thequality of the people. Out-school training for primary and middle school students is animportant part of Chinese education and works as a powerful complement to primaryand middle schools. Out-school training, which is both educational and for-profit,develops gradually because of the limited educational resources in national schools andthe released restrictions on private education.This thesis studies how out-school training for primary and middle school students,in the background of great demand and fierce competition, builds up “customerorientated” marketing method with advanced idea of customer value and designsmarketing policies and strategies appropriate for market and self-development.The number of out-school training organizations have been increasing in timesbecause of the released polices of government, the flow-in of overseas advancededucational method, interest of the investment organizations, which also changes theout-school training market from a “seller’s market” to a “buyer’s market”. The thesisanalyzes customers’ demand, value pursuit and customer value satisfaction and attemptsto give suggestions to out-school training organizations in the aspects of marketingstrategies and marketing policies.The thesis is composed of four parts which include seven chapters. The first part,chapter one and chapter two, introduces the background and significance of the study,the research methodology and the innovations of the research. Then after consulting andanalyzing relative documents, the author introduces concepts, theories, methods,problems and solutions in the fields of education marketing, customer value andout-schools training. In the second part, chapter three, the author gets clear about thecurrent situations of national policies and educational training industry through a greatnumber of documents and reports. The authors has interviewed the experts and theemployees of out-school education, students attending out-school training and theirparents, analyzes customers’ demand for and value pursuit of out-school training, then extends to the analysis on customers’ demand for and value pursuit of out-schooltraining for primary and middle school students. Meanwhile, the author tries to find outmajor factors affecting customer value in out-school training for primary and middleschool students. The third part, chapter four, chapter five and chapter six, conductssystematic research on strategic settings, strategy formulation and strategic option withthe theories and models in strategic management. With the help of SWOT and MichaelBaud’s “five forces model”, the author gives a strategic environmental analysis on themacroscopic environment, the profession environment and the internal environment andcapability of out-school training for primary and middle school students. Based oncustomer value analysis in chapter three, the author proposes marketing strategies forout-school training organizations. The author also puts forward suggestions ensuring theconduct of marketing policies and strategies based on customer value. This is the mostimportant part of the thesis. The last part, chapter seven, draws conclusions out of theabove findings and points out the innovations and the limitations of the thesis andpossible directions of the future study．...