摘要:分销渠道是企业完成其产品从生产向最后消费者转移以实现价值产生效益的重要载体，在企业营销中具有重要的作用。在当今社会激烈的市场竞争中，如何获得分销渠道的竞争优势就成了各大代理商的头等大事。本文着重从市场调查方面进行研究，同时也分析了研究的可行性和意义。同时以上海各大教育辅导机构为例进行进一步研究，以及重点通过对中小学辅导市场所占整个行业的份额、结构研究，针对此提出自己的建议，目的在于帮助企业更好地获取分销渠道竞争优势，力求能够对其他类似行业有着相应的借鉴价值。71806

毕业论文关键词： 分销渠道   竞争优势   分析  辅导机构

On how to obtain the competitive advantage of distribution channel -- Taking Shanghai’s major educational institutions as an example 

Abstract: the distribution channel is an important carrier for the enterprise to complete its products from the production to the final consumer to achieve the value of the benefits, in the enterprise marketing plays an important role. In today's fierce market competition, how to obtain the competitive advantage of distribution channels has become the top priority of the major agents. This paper focuses on the market research, and analyzes the feasibility and significance of the study. At the same time, Shanghai major education counseling agencies for further research, and focuses on the research for the whole industry to share structure, market guidance of elementary and secondary schools, puts forward the suggestions, aims to help companies better access to distribution channels of competitive advantage, and strive to have the corresponding reference value to other similar industries.                 

Key words: distribution channel competitive advantage  analysis counseling agency 

目录

引  言 3

一、 辅导机构市场及研究背景介绍 4

   （一）辅导机构市场简介 4

(二) 目前培训市场存在的问题 6

二、培训市场目前的发展趋势 7

（一）从“开小灶”到“上大班” 7

（二）个性化课外辅导模式成主流 8

（三）精细化教育服务成竞争焦点 8

（四）高科技的信息管理手段助力行业竞争优势 8

二、 辅导机构的分销渠道 8

 (一) 分销渠道简介 9

（二）分销渠道的层次 9

三、 对辅导机构如何获取分销渠道的借鉴意义 9

（一）地理位置 9

（二）师资力量 10

（三）宣传力度 10

（四）管理制度 10

（五）教学环境 11

四、辅导机构如何获取分销渠道优势的具体方式 11

 (一)传统线下分销渠道 11

 (二)网络营销 12

 (三)更深度的QQ群互动式营销