联系我们

论文查询结果	返回搜索

论文编号：	8248
作者编号：	2120142752
上传时间：	2016/6/5 1:02:03
中文题目：	家庭领导力学院营销策略研究
英文题目：	Research on Marketing Strategy of Family Academic Leadership
指导老师：	薛有志
中文关键字：	家庭领导力学院；家庭教育；营销策略；目标客户；4Ds营销
英文关键字：	Family Leadership Institute;Family Education; Marketing Strategy; Target Customers; 4Ds Marketing Strategy
中文摘要：	家庭教育行业是社会发展到一定阶段的产物。我国政府在国民经济和社会发展“八五”计划和十年规划中，提出了学校教育、家庭教育、社会教育是一个整体，把三种教育摆在同等重要的位置上。2015年中国人口出生率约为12.07‰ ,全年出生人口1655万人，如此巨大的人口基数为教育行业提供了一个充满潜力的市场,为众多瞄准教育（包括家庭教育、婴幼儿教育等）的商家展现了一个巨大的商机。同时，随着人们意识的提高，也越来越意识到，在新生儿的家庭中，并非以母亲和婴儿为关注的主体，更多的是唤醒家长、整个家庭在家庭教育意识，所谓传统的“母婴”市场，被升级为家庭亲子市场。同时，市场也不断的被细分，为家庭教育行业的发展提供了巨大的潜力。 目前中国的家庭教育机构市场规模虽然庞大，但成系统理论，专注于做家庭成长教育的还属于少数，大多数的机构依附于早教机构或者心理咨询机构共生。那么，作为一个独立存在的家庭教育机构，如何通过营销抓住市场，是本文要着重讨论的内容。 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,并通过结合当下互联网大潮影响下所提出的4Ds营销方式进行讨论,制定出家庭领导力学院的营销策略。同时根据目前家庭教育行业迅猛发展过程中，缺少领军品牌的情况,提出了树立家庭教育的品牌形象,走专业化道路的策略。并且提出家庭领导力学院的合作策略,通过如何制定市场营销策略和如何的设置新型的更加符合现代家庭结构的课程,提升家庭领导力学院品牌认知度,提升家庭领导力学院的竞争优势,确立家庭领导力学院在中国家庭教育行业中的地位。
英文摘要：	Family education industry arises accompany with certain social development. Chinese government put three kinds of education as a whole in national economy and social development "85" plan and ten years plan which included school education, family education and social education. Meanwhile, the government put those three kinds of education as equally important position. In 2015, the birth rate of China's population was about 12.07‰, and 16 million 550 thousand people were born in the whole year. Such a huge population base for the education industry provides a full potential market of targeting Education including family education, infant education, etc. At the same time, with the improvement of people's awareness, more aware was paid in the whole family grown up and family education than in the family with a newborn baby, or the mother focusing theme, and education was upgraded to family parent-child markets. Currently Chinese family education institutions market scale is really huge, but as to system theory stage, focusing on family upbringing is a minority, most organizations dependent or exist with early education institutions or psychological counseling agencies. Then, as an independent family education institution, how to seize the market through marketing strategy is the main content in this thesis. The innovation of this thesis focuses on customer oriented theory based on characteristics of target customer strategy. In this thesis I developed Family Leadership Institute marketing strategy based on 4Ds marketing strategy arising from the current Internet tide influence. At the same time, according to the current rapid development of the family education industry, accompany with lack of leading brand, the thesis put forward to establish the brand image of family education, and take the road of specialization strategy. And the thesis put forward cooperation strategy of the Family Leadership Institute through how to develop marketing strategies and how to set up the new modern family structure of the curriculum, which enhance the brand awareness of Family Leadership Institute, enhance the competitive advantage of Family Leadership Institute, established Family Leadership Institute in Chinese family education industry.
查看全文：	预览  下载(下载需要进行登录)