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论文编号：	3701
作者编号：	2120092555
上传时间：	2011/11/22 14:45:19
中文题目：	葆婴早教机构的营销策略及其实施研究
英文题目：	Study on marketing strategies and execution of BabyCare early education
指导老师：	李东进
中文关键字：	葆婴 早教 营销策略 目标客户 服务营销
英文关键字：	BabyCare, early learning, marketing strategy,，targeted customer ，service marketing
中文摘要：	早教行业是市场经济发展到一定阶段的产物，是伴随着人们生活水平的提高不断得到发展的，对社会经济的发展具有积极的作用。我国国民经济发展"十五计划" 中, 首次提出了" 要重视儿童早期教育事业"。中国目前的平均人口出生率约为7% , 这意味着每小时将诞生至少2000 名婴儿。婴儿潮的到来, 等于提供了一个充满潜力的市场, 为众多瞄准婴幼儿消费的商家展现了一个巨大的商机, 婴幼儿产品经营越来越细分化, 婴儿经济开始显山露水。随着早教机构如雨后春笋般的涌现，国内出现了大大小小的早教机构，并且早教机构的竞争也越来越激烈，因此早教机构的营销工作也越来越被提到日程上来，并被看做是公司日后生存和发展的关键。目前中国的早教市场，拓展业务的营销手段还是比较单一的，如何招揽客户，如何进行经营创新已经成为各家早教公司的难题。本文对葆婴公司的营销策略进行探讨。文章第一章提出了选题的背景和意义，研究思路和方法以及论文的框架和创新点。第二章对营销相关概念和理论进行了回顾。本章主要介绍了传统的STP理论，营销组合理论及其扩展等。第三章首先回顾了早教的发展历史，分析了我国早教行业的发展现状及存在问题，并通过PEST理论对我国早教行业进行分析。第四章首先通过分析葆婴早教机构的相关现状，通过STP理论对葆婴的市场细分、目标市场选择及市场定位进行分析。同时分析了早教行业目标客户群的行为特征，以此来更好的对葆婴进行客户选择及分析。第五章根据上一章中葆婴的目标客户群及客户的行为特征来制定适合葆婴公司的具有针对性的市场营销组合策略。尤其是服务策略，品牌及战略合作策略。第六章根据葆婴的营销策略提出具体的实施保障策略。第七章对全文进行总结。本文的创新点在于以客户为导向，根据目标客户的特征制定有针对性的营销策略，并从服务营销的角度对营销方式进行讨论，制定出适合葆婴的营销策略。同时根据目前早教行业在快速发展过程中缺少领军品牌的情况，提出了树立葆婴专业化的品牌形象，走专业化道路的策略。并且提出葆婴的战略合作策略，通过和一些专业的机构合作，提升葆婴的品牌认知度，提升葆婴的竞争优势，提升葆婴在中国早教行业中的地位。
英文摘要：	Early education industry is a product when market economy develops to a certain stage, is accompanied by the improvement of people's living standards have continued to develop, the development of social economy has a positive role. Development of economy of our country countryman" the ten fifth plans", put forward first " attention to early childhood education". The current average birth rate is about 7% in China, which means that every hour at least 2000 babies will be born. The arrival of a baby boom, to provide a full potential market, show a huge business opportunities for many aimied at infants comsumed businesses, infant products increasingly subdivision, baby economy begins to become visible. Along with the education institutions come out like spring and appeared many big or small early education institutions,the competition is becoming more and more intense, so the early education institutions marketing work is also more and more was referred to the agenda, and was seen as the key to survival and development of company in the future. At present, China 's education market, expand their business marketing is relatively single, how to attract customers, how to carry out management innovation has become the development problem for many companies. This article is on Baby Care's marketing strategy The first chapter introduces the background and significance, research ideas and methods and research framework and the innovation. The second chapter introduces the marketing concept and theory. This chapter mainly introduces the traditional STP theory, marketing theory and its extension. The third chapter reviews the development history of the early education firstly, and analysis development present situation and the existing problems of China's early education industry, and use the PEST theory to analysis China's education industry. The fourth chapter first analyzes its development mechanism current situation, use the STP theory to analysis its market segmentation, target market selection and market positioning Simultaneous analysis the behavior characteristics of early education industry target group, in order to choose customer and analyse on its better. The fifth chapter according to the last chapter BabyCare's target customer base and customer behavioral characteristics to suit its companies targeted marketing mix strategy. Especially the service strategy, brand strategy and strategic cooperation. The sixth chapter according to its marketing strategy put forward the concrete implementation of security strategy. The seventh chapter summarizes the all article.. The innovation point of this paper is guided by customers, according to their characteristics to develop targeted marketing strategies, and discuss the marketing methods in service marketin angel., develop its marketing strategy. At the same time, according to the current development of industry in the process of rapid development, the lack of leading brand, put forward to establish its professional brand image, take the road of specialization strategy. And put forward its strategic cooperative strategy, through and some professional institutions, enhance its brand awareness, enhance its competitive advantage, enhance its position in China's early industry.
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