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A Study on Marketing Management of Jiangxi Blue Sky Driving School

Author: XuLan
Tutor: HuangXinJian
School: Nanchang University
Course: Business Administration
Keywords: driving training service marketing competition marketing innovation improvement measures
CLC: F719
Type: Master's thesis
Year: 2010
Downloads: 130
Quote: 0
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Abstract


For the past thirty years after adopting the opening-up and reform policy, the economy of China has undergone a rapid growth. With the development of the automobile industry, there has been an increasing popularization of people purchasing the automobiles and learning to drive them. Automobile driving is in transit from a certain occupational skill in the past to a survival skill that people must master nowadays.Since the motor vehicle driving training industry of China went to the society in 1993, it is moving towards a regularized, legal and scientific management. Under the circumstances of complete test rules and reinforced supervisions, the key of the regularized development of driving schools is to enhance the teaching quality and guarantee the pass percentage of trainees. Only by increasingly innovating the marketing management, can the driving schools enlarge the scale and regularize the operation.The paper starts with an analysis over the features of driving training industry and introduces the basic status quo of driving schools in Nanchang. The paper draws a comparative statistical analysis between the main driving schools in Nanchang with regard to the problems concerning enrollment, training, and pass percentage in their course of development. It also deals with the ways of marketing and management of driving schools.The paper illustrates Jiangxi Blue Sky Driving School and gives guidance for the marketing management of the driving training market in Nanchang. It comes up with the marketing development strategies for the driving training market and specific measures of improving the driving schools marketing, service and management.According to the demand of the society and trainees, Driving schools are supposed to provide good marketing services, improve service level and teaching quality, so as to cultivate qualified drivers and to make driving training a happy and safe challenge and experience.

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