摘要金融危机后，伴随着国家经济转型,经济增长放缓、就业压力增大，使得报考研究生以接受更高层次的教育，成为很多高校应届毕业生的选择。而依托研究生考试而发展起来的考研培训机构，能否健康的发展与准确的营销对于当今社会的发展与转型而言有着重要意义。但是，当前考研培训机构普遍存在着服务体验差、同质化、虚假宣传等问题，必然制约着行业的未来发展。
笔者结合自身的考研经历和所收集的信息进行问卷及访谈提纲的设计。通过网上发布的问卷调查和即时聊天软件展开的访谈，展开对广州高校考研培训市场的研究。从而根据研究结果，结合广州大学生消费者毕业选择多、注重理性和实用等特点，从服务营销体验的角度，提出一些切实可行的营销建议，以期解决当前高校考研培训市场的营销问题。45303
毕业论文关键词：考研培训市场； 服务营销； 体验 。
Abstract
After the financial crisis, accompanied by the countries with economies transition, slowing economic growth, increasing employment pressure, receiving the higher education has been a common choice of the graduate. Therefore, the healthy development and accurate marketing of the training institutions which relying on the postgraduate exam is significant to the development and transformation of modern society. However, the current postgraduate training institutions widespread service experience, gradually homogenization, false advertising, which will restrict the future development of the industry.
The author designs the questionnaire and interview outline which depends the own experience and the collected information. The questionnaire survey released through the Internet and instant chat software deployment of interviews, which launches the research to Guangzhou university postgraduate training market. Accordingly, in order to solve the problems of current college graduate market marketing training, the author put forward some practical marketing suggestions which according to the research results and relaying the consumer custom of the Guangzhou university student who think highly of the ration and practice
Key words：Postgraduate training market； Services Marketing；Experience.
目 录
一、绪论 - 1 -
（一）研究动因 - 1 -
（二）研究的现实意义 - 1 -
二、调研情况介绍 - 2 -
（一）调查时间、对象、方法 - 2 -
（二）遭遇的问题及克服 - 2 -
三、广州高校考研培训机构的宏观环境分析 - 3 -
（一）政治环境分析（P） - 3 -
（二）经济环境分析（E） - 6 -
（三）社会环境分析（S） - 6 -
（四）技术环境分析（T） - 9 -
四、考研市场的STP战略——基于调查结果分析 - 12 -
（一）市场细分（S） - 12 -
（二）目标市场选择（T） - 13 -
（三）市场定位（P） - 13 -
五、对高校考研机构的营销建议——基于4C营销理论 - 13 -
（一）顾客(Consumer) - 14 -
（二）成本(Cost) - 15 -
（三）交流(Communication) - 16 -
（四）便利(Convenience) - 18 -
六、结语 - 18 -
参考文献 - 20 -
致 谢 - 22 -
附录1：对广州高校考研培训机构市场营销调查问卷 - 22 -
附录2：对广州高校考研培训市场营销策略访谈提纲 - 28 - 广州高校考研培训机构市场营销策略+PEST+STP+4C:http://www.youerw.com/guanli/lunwen_46668.html