本文關鍵詞：33度嬰幼兒游泳訓練館石家莊中心市場營銷戰(zhàn)略研究　出處：《河北大學》2017年碩士論文　論文類型：學位論文

  更多相關文章： 早教機構(gòu) 市場營銷戰(zhàn)略 市場營銷組合策略

【摘要】：我國平均每個省擁有0-6歲嬰幼兒近700萬,平均每個地市擁有0-6歲嬰幼兒近60萬,人口基數(shù)超過13億,連續(xù)8年人口出生率保持在12‰,龐大的基數(shù)、穩(wěn)定的增長,這些因素都鑄就了黃金般的早期教育市場。在英美等發(fā)達國家,早在上世紀六七十年代,國家已經(jīng)頒布了相關的法規(guī)法令來規(guī)范早期教育市場,我國近鄰日本,甚至在上世紀五十年代即頒布了相關法規(guī)。但早教傳入我國的時間并不長,在2000年以后才出現(xiàn)了第一家專門從事嬰幼兒早期教育的機構(gòu),且在我國,嬰幼兒早教機構(gòu)一直缺乏相關的法律法規(guī)進行規(guī)范。因此早教機構(gòu)的運營一直在摸索探尋階段,而更沒有系統(tǒng)性的市場營銷思路,甚至一些小型早教機構(gòu)根本不具備市場營銷思維,缺乏理論與實踐相結(jié)合的具體的可應用的市場策略和營銷辦法。本文主要針對早教機構(gòu)的市場營銷戰(zhàn)略進行深入的研究。在研究過程中,本文主要是以“33度嬰幼兒游泳訓練館石家莊中心”為實證分析案例,以STP營銷理論、市場營銷組合策略理論為指導,結(jié)合中心的實際情況,對中心進行一個準確的市場定位,并對后續(xù)的市場營銷戰(zhàn)略進行分析并提出意見和建議,拿出具體的執(zhí)行方案,通過理論聯(lián)系實際完成本文的研究工作。33度嬰幼兒游泳訓練館作為國內(nèi)首家專業(yè)從事嬰幼兒水中早教的機構(gòu),與國內(nèi)類似機構(gòu)相比無論市場占有率還是品牌競爭力方面均處于領先地位,但是面臨越來越多的國外類似機構(gòu)進入中國市場,經(jīng)營壓力不斷加大,迫切需要通過系統(tǒng)的市場營銷戰(zhàn)略的制定及實施來與之抗衡。希望通過以上的研究,能把握中心的市場定位,發(fā)展戰(zhàn)略,培育核心競爭力,在市場競爭中不斷發(fā)展壯大,也希望能對中國的早教行業(yè)的健康發(fā)展起到借鑒作用。論文主要分四大部分。第一部分介紹我國現(xiàn)在早教市場營銷發(fā)展現(xiàn)狀;第二部分對33度嬰幼兒游泳訓練館石家莊中心進行介紹及市場分析定位;第三部分在分析的基礎上,制定營銷戰(zhàn)略并落地實施,第四部分則是根據(jù)實施情況,進行總結(jié)反思并提出意見。
[Abstract]:The average number of infants aged 0-6 years in each province in China is nearly 7 million, and the average number of infants aged 0-6 years in each prefecture and city is nearly 600,000. The population base is more than 1.3 billion, and the birth rate has remained at 12 per thousand for the eighth consecutive year. The huge base and steady growth created a golden early education market. In developed countries such as the United States and the United States in the 1960s and 1970s in 0th century. The country has issued the relevant laws and decrees to regulate the early education market, our country next to Japan, even in -50s promulgated the relevant laws and regulations, but early education into our country for a short time. Only after 2000 did the first institution specialized in early childhood education, and in our country. Early childhood education institutions have been lack of relevant laws and regulations to regulate. Therefore, the operation of early childhood education institutions has been exploring the stage, and there is no systematic marketing ideas. Even some small early education institutions do not have marketing thinking at all. Lack of theory and practice of the specific application of market strategies and marketing methods. This paper mainly focused on the early education institutions of the marketing strategy in-depth study. In the process of research. This article mainly takes "33rd degree infant swimming training hall Shijiazhuang center" as the empirical analysis case, with the STP marketing theory, the marketing combination strategy theory as the instruction, unifies the center actual situation. To carry on an accurate market position to the center, and to carry on the analysis to the follow-up marketing strategy and to put forward the opinion and the suggestion, produces the concrete implementation plan. Through the theory and practice to complete the research work. 33 degree infant swimming training hall as the first professional institutions engaged in early education of infants and young children in water. Compared with similar domestic institutions, both market share and brand competitiveness are in the leading position, but more and more foreign similar institutions enter the Chinese market, and the pressure of operation is increasing. Through the above research, we hope that we can grasp the market positioning of the center, develop the strategy and cultivate the core competitiveness. The paper is divided into four parts. The first part introduces the current situation of marketing development of early education in China. The second part introduces the Shijiazhuang Center of 33 degree Infant Swimming training Hall and analyzes the market position. The third part is based on the analysis, the marketing strategy is formulated and implemented, and the 4th part is based on the implementation situation, summary, reflection and suggestions.
【學位授予單位】：河北大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G619.2;F274

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