联系我们

论文查询结果	返回搜索

论文编号：	3911
作者编号：	2120092756
上传时间：	2011/12/6 10:36:57
中文题目：	社区幼儿英语教育机构营销组合策略研究——以天津梅江社区“熊猫英语”为例
英文题目：	Marketing strategy research on children''s english education institutions in community-- Take example of Tianjin MeiJiang community Panda English
指导老师：	刘建华
中文关键字：	幼儿英语教育,熊猫英语,营销组合策略,社区教育机构
英文关键字：	Child English education,Panda English,Marketing mix strategy
中文摘要：	当今世界学前教育领域的热点话题之一就是“建立以社区为基础的早教服务网络”，早教中的幼儿教育尤其受到世界各国、教育工作者和学者的关注，同时，“联合国教科文组织”和“联合国儿童基金会”也将其列为工作重点，由此可见，社区幼儿教育已经成为需要研究的重要课题。本文是以教育市场中的幼儿教育为基础，着重研究社区幼儿英语教育机构的市场定位、经营模式及营销策略，并在此基础上提出实施和保障方案。中国不仅是世界上人口最多的发展中国家，同时也是对幼儿教育事业最重视的国家之一，且重视程度举世瞩目。随着中国国民生活水平持续不断地提高，国家越来越关注下一代孩童的教育水平，再加上日益激烈的人才竞争，就更加引起了社会各界人士对幼儿教育事业的高度重视和关注，这些都为幼儿教育事业的蓬勃发展奠定了坚实的基础。同时，国家相继出台了一系列政策来鼓励和扶持民办教育，这就使得关注幼儿教育事业发展的公司和个人纷纷投入到了幼儿教育的行业之中，为幼教行业注入了新思想、新认识，以上因素都大大地推进了民办和私立幼儿教育事业的迅速发展。面对上述前所未有的竞争态势和发展机遇，“熊猫英语”教育机构作为社区幼儿英语教育行业中的新成员，必须要在日趋激烈的市场竞争中确定明确的市场定位，并摸索出适应自身发展的思路、制定出适合市场需求的运营模式和营销策略，从而在强手如林的市场竞争中占据一席之地。本文以市场营销管理的理论为基础，运用“PEST”和“SWOT”分析法分别对幼儿教育行业进行宏观、微观的分析，并在此基础上结合社区幼儿英语教育环境的特点，重点研究“熊猫英语”这一新成立的社区幼儿英语教育机构的营销策略。本文运用4P营销组合策略，结合社区幼儿英语教育机构的特点，提出了“熊猫英语”的营销组合模型，并在此基础上，运用3P服务组合策略更进一步完善了“熊猫英语”的营销组合策略，并且有针对性的提出了实施与保障的具体方案。
英文摘要：	In today's world of pre-school education in the field of hot topic is one of" the establishment of community-based ECE services network", development of infant education in all the countries in the world, especially by educators and scholars attention, at the same time," UNESCO" and" the United Nations Children's fund" will also be listed as its focus, therefore, the community preschool education has become an important subject. This thesis, based on the foundation of the children education in education market, studies especially the market orientation, business models and marketing strategies of the community English education institutions, and propose some implement methods. China, as the most populous developing country in the world, attaches importance to the children education career, which has attracted the worldwide attention. With China's national life constantly improving, our country has paid more and more attention to the education level of the next generation. Moreover, plus the increasingly intense competition for talent, all walks of the society think highly of the children education. All of these have laid a solid foundation for the booming development of children education career. At the same time, our country has issued a series of policies to encourage and support the private education, which makes many companies and individuals who are interested in the development of children's education to invest in children education industry and inject new ideas or new knowledge for it. The above factors have greatly enhanced the rapid development of the private children education. Facing all these unprecedented competitive situation and development opportunity, "Panda English" as a new member of community child English education in the industry, must confirm specific market position in the increasingly fierce competition in the market, and find out their own operation mode and marketing strategy which adapt to their own development idea and fit to market requirement, so as to be a strong competitors in the market competition of share. This thesis is based on the marketing management theory, use "PEST" and "SWOT analysis method for macro and micro analyzing early childhood education industry respectively, and combine the characteristics of community child English education environment to key research the marketing strategy for “panda English " which is the new children's English education institutions established in Tianjin Meijiang community. This thesis use 4 P marketing mix strategy and combined with the characteristics of community child English education institutions, raising "panda English" marketing mix strategy and on this basis, using 3 P service mix strategy for further improvement of "panda English" marketing mix strategy, and raise the targeted implementing and guarantee plan .
查看全文：	预览  下载(下载需要进行登录)