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论文编号：	11245
作者编号：	2220160763
上传时间：	2019/12/10 1:15:58
中文题目：	互联网背景下BJDD公司早教产品 营销方案的研究
英文题目：	Research on BJDD Early Learning Product Marketing under the Background of Internet
指导老师：	戚安邦
中文关键字：	互联网；婴幼儿早教；BJDD公司；产品营销
英文关键字：	Internet；Infant early education；BJDD company；Product marketing
中文摘要：	随着经济的发展，我国国民素质不断提高，人们对孩子教育也越来越关注。每个家庭的父母都在孩子身上寄托了厚望，父母会把更多资金投入到孩子的教育中，期望孩子能拥有一个较高的教育起点。幼儿早期教育是个体教育的关键期，因此备受家长们的关注。同传统行业发展模式相比，互联网在信息传递和交换方面具有极佳的优势。把这些优势运用到早教行业的市场营销以及产品服务提升方面，将有助于推动我国早教行业朝着更加健康快速的方向发展。当下，北京市早教行业繁荣的背后，也存在巨大的竞争，这对早教机构来说可谓竞争与机遇并存。因此，早教机构若想在激烈的市场竞争中突围，实现公司的不断发展，就要把互联网营销理念引用到公司产品营销过程中，不断提升其早教产品的市场占有率。 本文应用互联网以及市场营销有关理论，结合互联网背景下BJDD公司早教产品营销所处的宏观环境和微观环境，对其市场细分、市场目标选择及市场定位等内容进行分析，分析其早教产品营销的现状及问题，在此基础上提出互联网背景下该公司早教产品营销的对策。文章主要由以下六个部分组成：第一部分主要交代本文的研究背景及意义、研究内容及方法、研究的技术路线等内容。第二部分主要介绍市场营销及互联网营销理论、营销4C策略理论；同时对国内外有关早教产品营销的文献进行综述，为 本文的写作提供理论基础。第三部分主要介绍BJDD公司早教产品及其发展概况；同时分析互联网背景下该公司早教产品营销面临的宏观环境及微观环境，并运用STP理论分析公司早教产品营销情况，为后文提出公司早教产品营销策略奠定基础。第四部分从互联网背景下公司早教产品营销现状、营销存在的问题两个方面对公司早教产品营销进行具体分析，为BJDD的营销测量提供一个选择方向。第五部分运用市场营销4C理论，提出公司早教产品营销的具体对策，主要从顾客需求、顾客成本、顾客便利以及顾客沟等四个方面提出具体的产品营销策略。第六部分对本课题的主要内容加以归纳，联系研究的不足和成果，对下一阶段的研究方向进行了展望。
英文摘要：	With the development of the economy, the quality of our citizens has continuously improved, and people are paying more and more attention to their children's education. Every family's parents have high hopes on their children. Parents will put more money into their children's education and expect their children to have a higher educational starting point. Early childhood education is a critical period for individual education, so it is highly concerned by parents. Compared with the traditional industry development model, the Internet has excellent advantages in information transmission and exchange. Applying these advantages to marketing and product service improvement in the early education industry will help promote the development of China's early education industry in a healthier and faster direction. At the moment, there is also huge competition behind the prosperity of the early education industry in Beijing. This is a competition for both early education institutions and opportunities. Therefore, if an early education institution wants to break through in the fierce market competition and realize the continuous development of the company, it must quote the Internet marketing concept into the company's product marketing process and continuously improve the market share of its early education products. This thesis applies the Internet and marketing related theories, combined with the macro environment and micro environment of BJDD early education product marketing under the background of the Internet, analyzes its market segmentation, market target selection and market positioning, and analyzes its early education product marketing. Based on the current situation and problems, this paper proposes the countermeasures for the company's early education product marketing under the background of the Internet. The article is mainly composed of the following six parts: The first part mainly explains the research background and significance of this paper, the research content and methods, and the technical route of the research. The second part mainly introduces marketing and internet marketing theory and marketing 4C strategy theory. At the same time, it summarizes the literature on early childhood education product marketing at home and abroad, and provides theoretical basis for the writing of this article. The third part mainly introduces the early education products of BJDD company and its development. At the same time, it analyzes the macro environment and micro environment of the company's early education product marketing under the background of the Internet. At the same time, it uses STP theory to analyze the marketing of the company's early education products, and proposes the company's early education products. The marketing strategy lays the foundation. The fourth part analyzes the company's early education product marketing from the two aspects of the company's early education product marketing and marketing problems, and provides a choice for BJDD marketing measurement. The fifth part uses the marketing 4C theory to propose the specific countermeasures for the company's early education product marketing. It mainly proposes specific product marketing strategies from four aspects: customer demand, customer cost, customer convenience and customer ditch. The sixth part summarizes the main contents of this topic, and links the research shortcomings and achievements, and looks forward to the next stage of research direction.
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