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论文编号：	13293
作者编号：	2320180374
上传时间：	2022/6/10 11:29:02
中文题目：	ZX少儿体适能教育公司的品牌与营销策略研究
英文题目：	Research on brand and marketing Strategy of ZX Children Physical Fitness Education Company
指导老师：	白长虹
中文关键字：	少儿体适能；市场营销；品牌管理
英文关键字：	Physical fitness of children；Marketing；Brand management
中文摘要：	ZX少儿体适能教育公司是本人的一份创业计划，本篇论文是基于此创业计划的基础上进行的该公司品牌与营销策略研究。众所周知，儿童青少年的健康问题一直是每个家庭、学校以及社会关注的焦点。我国儿童身体素质逐年下降，这对于未来整体国民身体素质有着严峻的挑战。基于上述的情况，国家在近年来连续出台了多项政策，家长们逐渐开始关注儿童的体育素质培养，这促使着越来越多的少儿体适能培训机构的诞生和兴起。然而，由于少儿体适能培训在我国发展的时间比较短，目前仍旧面临诸多困境。第一，家长对于体适能教育的认知不足，第二，教师团队鱼龙混杂，缺少掌握相关的教学技能，对儿童发展阶段的生理及心理因素缺乏了解。第三，没有统一的课程标准，课程缺乏趣味性。第四，多数机构各自为营，在市场推广上仍停留在传统的“地推”、公众号等方式下，营销手段单一，难以形成市场规模。同时，在娱乐休闲领域，我们发现密室逃脱、剧本杀通过逻辑上的环环相扣、情结的错综复杂让参与者跟着故事情结一步步进行解密获得下一步行动。因此，作者在综合以上情况的基础上，探求ZX公司作为初创企业如何打开体适能市场的营销方法。 本文通过对于传统营销理论的回顾基础上提出了以IP打造为核心，产品、场景、社群和传播为支撑的新媒体营销框架，并根据此营销框架探究ZX公司的营销策略方案。为保证营销策略的得以落地实施，文章给出了策略的具体实施方式。通过自媒体营销方式用“公关”代替“广告”打开市场建立与消费者之间的信任关系。通过IP矩阵的打造强化品牌IP，建立粉丝社群，完成二次传播过程。 最后，作者希望通过新媒体营销框架的分析，帮助ZX公司打开初创公司进入市场的第一步，快速建立起品牌效应，向外输出兼具教学娱乐为一体的体适能素质教育理念，为家长提供优质的青少年成长教育平台为体适能培训市场带来新的可能性，为社会提供更多的就业渠道与就业机会，为国家建立强有力的中国文化IP。
英文摘要：	ZX Children physical Fitness Education Company is my business plan, this paper is based on the business plan of the company's brand and marketing strategy research.The health of adolescents during puberty has been a focus of families, schools and society. As the physical health of children in China is not optimistic today, there will be grave challenges related to the physical health of Chinese citizens. Therefore, the government has released a series of policies to enhance the physical fitness of children, and parents are paying more attention to the physical health of children as well. This gives rise to fitness training agencies for children. However, fitness training for children started late in China and faces many challenges. To begin with, most parents don’t have a full understanding of physical fitness education. Secondly, most teachers at the training agencies have received no professional training on children’s education, teaching skills, and physiological and psychological development patterns of children. Thirdly, there is no uniform curriculum standard and the classes are not attractive to children. Fourthly, most agencies do marketing via face-to-face promotion or WeChat public accounts, failing to foster a large market. It is found that TAKAGISM and Live Action Role Playing (LARP) games are engaging because of closely linked logic design and complicated plots. Out of curiosity, the participants keep working out the mysteries step by step. This paper aims to explore the fitness marketing approaches for the startup Company ZX. Based on the traditional marketing theories, this paper proposes to build a brand IP and strengthen it with a new media marketing framework composed of products, scenarios, communities and communication. Marketing strategies tailored for Company ZX are developed based on the framework. This research also comes up with the strategy implementation plan, i.e. developing the market and building the trust ties with the consumers with the public relation efforts rather than advertising efforts. The paper also suggests building up a brand IP with an IP matric and fostering a fan community to achieve second communication. Lastly, the author hopes to help Company ZX to build up its brand based on the new media marketing framework analysis, promote the edutainment physical fitness ideas, foster a quality physical fitness training platform for the youngsters, bring about new possibilities for the physical fitness training market, create more jobs, and present a powerful IP of Chinese culture.
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