荣安驾校商业模式优化研究--基于营销改进的视角

Study on Business Model Optimization--a Case Study of the Rongan Driver School

多年来,驾培行业"吃拿卡要"等不正之风屡禁不止,学员投诉数量居高不下,行业乱象多年来一直饱受诟病。本文研究对象--荣安驾校坚持诚信创造价值、为顾客提供积极快乐的学习体验等理念,创新采用"先学后付、分段计时、一人一车、四个自主"的培训模式,自2008年成立以来创造了较高的营业收入。但是随着驾培行业进入低速增长期,荣安驾校也面临学员数量扩张放缓、广告投放不精准、营销渠道转换率低、门店创收效益尚未有效显现等诸多问题。本文综合运用战略管理和营销管理的相关理论知识,在总结荣安驾校商业模式成功之处的同时,系统分析荣安驾校经营的内外部环境、整体现状,特别是围绕消费者市场细分和营销渠道管理与优化,指出营销管理存在的问题,进而结合驾校实际,提出驾校未来营销管理的优化方向和建议。

The phenomenon of ask for briberies is stillrepeated in driver training industry for many years.Studentcomplain rate are remaining obstinately high and industrymadness has been widely criticized.RongAn Driving TrainingSchool,the study object of this article,uphold the integrityof creation value,provide a positive and happy learningexperience for customers,with innovative training model of“learn first and pay later,calculate training time by phase,one student one car,provide free choices for customers”,itcreated a higher operating income since its inception in2008.As the driving training industry has developed into a periodof slow growth,and facing many problems of slowing growthof student numbers,non-precised advertisement delivery,low conversion rate of marketing channels etc.The articlewill analyze its internal and external environment and overallbusiness status while extracting the successful ways from itsoperation,especially focus on consumer market segmentationand marketing channel management and optimization.Finally itwill provide suggestions on future marketing strategy combinedwith practice.