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论文编号：	7957
作者编号：	2120132529
上传时间：	2015/12/9 1:25:49
中文题目：	电子儿童早教信息系统市场营销策略研究
英文题目：	The Marketing Strategy of Electronic Child Care System
指导老师：	吴晓云
中文关键字：	早教机构; 新产品市场开发; ECC信息系统产品; STP; 营销策略
英文关键字：	Early Childhood Education; New product market development; Marketing strategy; STP; ECC
中文摘要：	2015年底即将颁发的全面放开二胎政策为当前处于高速发展的早教行业注入了新的动力。在中国有大于60%的家庭将儿童早期教育视为非常重要的教育阶段，其中有超过50%的家庭将儿童教育投资列为第一位。面对如此巨大的市场机遇以及广阔的未来市场发展，一方面给无数国内外早教机构带来掘金机遇，另一方面市场也对早教机构提出了各种挑战。当前，早教机构存在诸如：市场监管缺失、急功近利、宣传与实际不符和师资良莠不齐等诸多问题，甚至出现了有些早教机构加盟商只顾眼前利益收完费后关门且总部不能很好的解决顾客的退款问题。同时，在早教机构发展过程中也会遇到诸如：快速扩张引发的管理缺失、信息化建设落后、经营目标模糊和缺乏创新的风险。 早教机构如何正面问题、解决问题、识别风险，进而提高自身竞争力是本文的研究意义。伴随着信息与互联网技术在这个时代的高速发展，本文通过对诞生于美国并紧密结合早教行业需求的信息系统产品ECC（Electronic Child Care）进行介绍和分析，对ECC信息系统产品市场开发的营销策略进行研究。 本文通过对当前中国早教市场和早教机构的现状、问题和潜在风险的呈现，结合ECC信息系统产品自身的特点，对其优势和劣势以及面对的市场机遇和威胁进行全面分析。通过STP理论结合产品进行市场细分、目标市场选择和市场定位。以4P营销组合理论为基础分别在产品、价格、渠道和促销等方面对ECC信息系统产品市场开发的营销策略进行制定，最后，为营销策略成功地实施给出了建议。
英文摘要：	Chinese government release a plan for allowing all families to have two children after 2015, which inject the motive force for the development of early childhood education industry. There are greater than 60% family considers childhood education as most important for child, and half of those families would like to spend money on their children early education investment. Facing such huge market opportunity, Early childhood development academy now has been seriously involved in the lack of market regulation, eager for instant success, gap of resources and advertisement is not correspond with the fact etc. Meanwhile, early childhood development academy encountered potential risks as their rapid expansion such as information technology application fall behind, problems in management and lack of innovation etc. How early childhood development academy to enhance its core competitiveness by facing its problems, solving problems with solutions and identifying potential risks is the purpose of the research in marketing. Under the background of rapid development of information technology, this article mainly demonstrates positioning and marketing strategy research on the product which designed and produced for early childhood education industry named ECC – Electronic Child Care. This article provides analysis upon n China early childhood education market, root cause of early childhood development academy success and failure and together with product introduction with its strength, weakness, marketing opportunities and threat from its competitors. By utilizing the theory of STP to help make the marketing segments, determine the target market and finally positioning for ECC product. As well, the marketing strategy establishment is based on the theory of 4Ps, this article presents the product, price, place and promotion strategy based on an overview of product, market, competition and details in each 4Ps strategy to conclude ECC product marketing development positioning and marketing strategy. Last, a serious of suggestions on how to make the execution of ECC product marketing strategy success is presented.
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