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论文编号：	7788
作者编号：	2120132531
上传时间：	2015/12/6 14:14:53
中文题目：	H集团学前教育市场营销策略研究
英文题目：	Study on Marketing Strategy for Per-school Education Business Unit of H Group
指导老师：	许晖
中文关键字：	学前教育；服务营销；营销战略；营销组合策略
英文关键字：	preschool education; marketing strategy; service marketing; mixed marketing strategy
中文摘要：	当下正是改革开放深化、中国经济腾飞和社会主义发展的关键时期，兴邦大业，教育为本。学前教育是终身教育的先导，基础教育的基石，意义非凡。2013年11月15日，我国单独二胎正式开放，无疑刺激了人口增长。当下，随着教育逐步市场化和国家鼓励民间资本投资学前教育行业，家长对学前教育行业的要求以及学前教育行业自身的发展机遇和同行竞争，带来的是民办幼儿园从立法到管控上的一系列突出的管理问题，以及民办幼儿园与公办幼儿园之间、民办幼儿园相互之间逐步加剧的竞争。 H集团前身为H教育投资有限公司，地处天津市，成立于2001年。H教育投资有限公司投资的S幼儿园作为天津市最早的一批民办学前教育机构之一，在政府大力发展民办教育政策的支持下，凭借办学资金之雄厚、理念之先进，在十年间的发展中取得了非常明显的进步，得到了历届家长的认可和良好的社会口碑。2014年，H教育投资有限公司厚积薄发，整合资源，先后开办两家分园，并同时启动了自营农场、培训学校等其他板块的经营，继而成为集团公司继续自身在市场中的发展。 为了更加具体的研究民办园所在当前的形势下如何在竞争中稳固发展，本论文将以H集团学前教育板块为研究对象，逐一探讨民办幼儿园在现有的营销环境中如何平衡教育的公益性和企业的盈利性，最大限度的担当其社会责任；如何利用自身的资源在中长期的市场竞争中稳步立足进而发展壮大；如何践行教育服务的理念为教育消费者提供更加市场化的服务，创建自己的品牌并使之产生源源不断的影响力，使之持久稳健的利于市场竞争不败之地。同时，也旨在为H集团制定市场营销策略起到参考。
英文摘要：	China has entered a critical periodof development, reform and revitalization so far. Education can make the nation strong. Preschool education, the very beginning of the lifelong education, is of extraordinary significance.A gradual opening of a two-child per family policyhas been officially issued on November 15, 2013, which gave a lift to growth of population. At present, with the marketization of education, encouragement ofprivate investment in education industry as well as demand of parents, more and more issues on preschool education legislation and supervision are urgent to solve, the competition between private kindergartens and public kindergartens, private kindergartens between each other are increasingly intensifying. Located in Tianjin City, H group, formerly known as H Education Investment Co., LTD., was founded in 2001. As one of the earliest private preschool education institutions in Tianjin,in the country develops under vigorously the private education policy, with abundant funds and advancedschool-running idea,S kindergarten, invested by HEducation Investment Co., LTD., has developed rapidly during afterward ten more years andhas recognized by parents and got public praise as well. In 2014, another two branch kindergartens have been established by H Education Investment Co., LTD. in Tianjin. In addition, H Education Investment Company has developed to become a group company which business involved in the field of kindergarten, training schools, farm and pawnshop. This paper focuses on the kindergarten business unit of H Group asobject of study to discuss that how private preschool education bodies can keep their positions in the market, meanwhile shoulder social responsibility. In addition, this paper also gives a research on how to drive sales of preschool education business in style with service marketing managementand brand building. Meanwhile, the paper aims at mapping a full picture of marketing strategy for H Group for reference as well.
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