本文選題：品牌 + 幼教品牌��； 參考：《蘭州大學》2009年碩士論文

【摘要】： 本文來源于實際工作中對民辦教育市場中幼兒園教育品牌的定位、經(jīng)營及營銷戰(zhàn)略的思考。 隨著中國人民生活水平的提高和人才競爭的日益激烈,人們對孩子學齡前的教育也越來越關注和重視,導致家長對幼兒園擇校的需求也越來越強烈。同時,國家對民辦教育的政策扶持和鼓勵,使得越來越多的企業(yè)和個人加入到幼兒教育的行業(yè)中,在為行業(yè)帶來新思想、新知識的同時,也進一步地推動了民辦學前教育的迅速發(fā)展。 面對這樣的發(fā)展機遇和現(xiàn)有的競爭態(tài)勢,ES公司建立的××幼教品牌作為一個行業(yè)的新興品牌,必須要摸索出適合自身發(fā)展的盈利模式,確定自身的價值定位,并形成自己的發(fā)展思路和產(chǎn)品特色,才能在這競爭對手林立的市場環(huán)境中占有一席之地。 本文以現(xiàn)代營銷管理理論為指導,在對當前幼教行業(yè)的宏觀環(huán)境和微觀環(huán)境進行具體分析的基礎上,結(jié)合ES公司的SWOT分析,通過對蘇州本地市場的細分,目標消費群的確定,來尋找和確定××幼教品牌自身的價值定位。 本文針對品牌的不同生命周期階段,提出了相應的經(jīng)營策略,并根據(jù)差異化戰(zhàn)略的思想,運用4P理論,提出了適合××幼教品牌的營銷戰(zhàn)略模型。在此基礎上,從品牌延伸、品牌創(chuàng)新和品牌維護的角度,對該品牌的發(fā)展前景進行了論述,并提出了品牌戰(zhàn)略實施的具體計劃和建議。
[Abstract]:This paper comes from the thinking on the orientation, management and marketing strategy of kindergarten education brand in the private education market. With the improvement of Chinese people's living standard and the increasingly fierce competition for talents, People pay more and more attention to preschool education, which leads to parents' demand for kindergarten. At the same time, the government's policy support and encouragement for private education has made more and more enterprises and individuals join the early childhood education industry, bringing new ideas and new knowledge to the industry. It also further promoted the rapid development of private preschool education. Facing such development opportunities and the current competitive situation, the 脳 脳 preschool education brand established by es Company as a new brand in an industry, We must find out a profit model suitable for their own development, determine their own value orientation, and form their own development ideas and product characteristics. Under the guidance of modern marketing management theory and on the basis of detailed analysis of the macro and micro environment of the current preschool education industry, this paper combines the SWOT analysis of es Company. Through the subdivision of Suzhou local market and the determination of the target consumption group, this paper tries to find and determine the value orientation of the brand of 脳 脳 preschool education. This paper puts forward the corresponding management strategy for the different life cycle stages of the brand. According to the idea of differentiation strategy and using 4P theory, this paper puts forward a marketing strategy model suitable for 脳 脳 preschool education brand. On this basis, from the perspective of brand extension, brand innovation and brand maintenance, this paper discusses the development prospects of the brand, and puts forward specific plans and suggestions for the implementation of brand strategy.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G619.2

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本文編號：1995631