雅思貝爾幼教機(jī)構(gòu)在青島市的營銷策略研究
發(fā)布時間：2018-07-13 14:11
【摘要】：隨著社會主義市場經(jīng)濟(jì)的發(fā)展,越來越多的幼教機(jī)構(gòu)逐漸被推向市場,優(yōu)勝劣汰、適者生存,這是市場經(jīng)濟(jì)的一大規(guī)律。面對日益激烈的市場競爭,如何立足、生存、發(fā)展和壯大,這是擺在所有幼教機(jī)構(gòu)尤其是私立幼教機(jī)構(gòu)面前的一個嚴(yán)峻的現(xiàn)實(shí)課題。實(shí)現(xiàn)幼教機(jī)構(gòu)發(fā)展壯大之路的有效途徑之一就是在幼教市場引入市場營銷的手段,從消費(fèi)環(huán)境來看,隨著中國居民收入水平的提高,父母會更多地投資于子女教育和追求高品質(zhì)的學(xué)前教育。消費(fèi)者對于幼兒教育偏好的差異性對傳統(tǒng)的幼教體制和模式帶來了更高的要求和挑戰(zhàn),幼教機(jī)構(gòu)市場營銷的作用無疑將會變得更加重要。本研究選取了一家較為典型的私立幼教機(jī)構(gòu)——雅思貝爾幼教機(jī)構(gòu)作為研究對象,通過實(shí)地調(diào)研、專家訪談和理論分析,并運(yùn)用管理學(xué)和市場營銷學(xué)的相關(guān)理論和研究方法,對雅思貝爾幼教機(jī)構(gòu)在青島市場的營銷策略進(jìn)行了研究。本文首先對雅思貝爾幼教的營銷策略現(xiàn)狀進(jìn)行分析研究,找出了雅思貝爾幼教機(jī)構(gòu)目前營銷策略中所存在的問題。進(jìn)而運(yùn)用PEST模型對青島市幼教行業(yè)的宏觀發(fā)展環(huán)境進(jìn)行分析,并對主要的競爭對手進(jìn)行了比較分析。然后在借鑒國內(nèi)外先進(jìn)幼教機(jī)構(gòu)經(jīng)驗(yàn)的基礎(chǔ)上,基于雅思貝爾幼教的總體戰(zhàn)略確定了整體營銷目標(biāo),制定了相應(yīng)的STP營銷戰(zhàn)略和4PS營銷策略。其中STP營銷戰(zhàn)略主要是雅思貝爾不同位置的園所對于目標(biāo)市場的選擇以及機(jī)構(gòu)對于自身品牌和服務(wù)產(chǎn)品的定位。而4PS營銷策略主要包含產(chǎn)品重組、價格調(diào)整、增加渠道和加大促銷推廣等幾方面內(nèi)容。最后提出了此營銷策略實(shí)施的要點(diǎn),包括人員、環(huán)境、選址、時機(jī)、細(xì)節(jié)等方面內(nèi)容,以確保雅思貝爾幼教營銷策略的順利實(shí)施。
[Abstract]:With the development of socialist market economy, more and more preschool education institutions are gradually pushed to the market, survival of the fittest and survival of the fittest, which is a major law of the market economy. In the face of increasingly fierce market competition, how to stand on, survive, develop and strengthen is a serious practical problem facing all preschool education institutions, especially private preschool education institutions. One of the effective ways to realize the development and growth of preschool education institutions is to introduce marketing methods into the preschool education market. From the perspective of the consumption environment, as the income level of Chinese residents increases, Parents will invest more in the education of their children and the pursuit of high-quality preschool education. The difference of consumer's preference for preschool education brings higher demands and challenges to the traditional preschool education system and mode, and the marketing role of preschool education institutions will undoubtedly become more important. This study selected a typical private preschool education institution-IELTS Bell preschool education institution as the research object, through the field investigation, the expert interview and the theory analysis, and uses the management science and the marketing related theory and the research method. This paper studies the marketing strategy of IELTS Bell preschool education institution in Qingdao market. This paper firstly analyzes the current situation of the marketing strategy of IELTS Bell preschool education, and finds out the problems existing in the current marketing strategy of IELTS Bell preschool education institution. Then, the author analyzes the macro development environment of the preschool education industry in Qingdao by pest model, and compares the main competitors. Then, based on the experience of advanced preschool education institutions at home and abroad, the overall marketing target is determined based on the overall strategy of IELTS Bell, and the corresponding STP marketing strategy and 4PS marketing strategy are formulated. The STP marketing strategy is the choice of target market by IELTS Bell in different locations and the positioning of its own brand and service products. The 4PS marketing strategy mainly includes product reorganization, price adjustment, increasing channels and promotion. Finally, the key points of the implementation of the marketing strategy are put forward, including personnel, environment, location, timing, details and so on, in order to ensure the successful implementation of the marketing strategy of IELTS Bell.
【學(xué)位授予單位】：中國石油大學(xué)(華東)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G619.2;F274
本文編號：2119644
[Abstract]:With the development of socialist market economy, more and more preschool education institutions are gradually pushed to the market, survival of the fittest and survival of the fittest, which is a major law of the market economy. In the face of increasingly fierce market competition, how to stand on, survive, develop and strengthen is a serious practical problem facing all preschool education institutions, especially private preschool education institutions. One of the effective ways to realize the development and growth of preschool education institutions is to introduce marketing methods into the preschool education market. From the perspective of the consumption environment, as the income level of Chinese residents increases, Parents will invest more in the education of their children and the pursuit of high-quality preschool education. The difference of consumer's preference for preschool education brings higher demands and challenges to the traditional preschool education system and mode, and the marketing role of preschool education institutions will undoubtedly become more important. This study selected a typical private preschool education institution-IELTS Bell preschool education institution as the research object, through the field investigation, the expert interview and the theory analysis, and uses the management science and the marketing related theory and the research method. This paper studies the marketing strategy of IELTS Bell preschool education institution in Qingdao market. This paper firstly analyzes the current situation of the marketing strategy of IELTS Bell preschool education, and finds out the problems existing in the current marketing strategy of IELTS Bell preschool education institution. Then, the author analyzes the macro development environment of the preschool education industry in Qingdao by pest model, and compares the main competitors. Then, based on the experience of advanced preschool education institutions at home and abroad, the overall marketing target is determined based on the overall strategy of IELTS Bell, and the corresponding STP marketing strategy and 4PS marketing strategy are formulated. The STP marketing strategy is the choice of target market by IELTS Bell in different locations and the positioning of its own brand and service products. The 4PS marketing strategy mainly includes product reorganization, price adjustment, increasing channels and promotion. Finally, the key points of the implementation of the marketing strategy are put forward, including personnel, environment, location, timing, details and so on, in order to ensure the successful implementation of the marketing strategy of IELTS Bell.
【學(xué)位授予單位】：中國石油大學(xué)(華東)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G619.2;F274
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