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论文编号：	9234
作者编号：	2120142879
上传时间：	2017/6/13 11:26:52
中文题目：	HXHY幼儿园营销战略研究
英文题目：	Research on HXHY Kindergarten Marketing Strategy
指导老师：	刘建华
中文关键字：	幼儿园；营销战略；营销策略实施
英文关键字：	kindergarten; marketing strategy; marketing strategy implementation
中文摘要：	本文起源于作者自己在实际开设民办幼儿园实践中的尝试，以及对天津市民办幼教市场中有关于幼教品牌的定位、营销战略、经营发展等进行了相关的思考，而后做出的相关论证和思索。 伴随国民经济的发展和公民生活水准提高，人才竞争日趋激烈，日益增多的家长开始关注到孩子的学前教育，以图在孩子幼小的时候打下良好的基础。随着市场需求不断加大，越来越多的企业和个人参与到学前教育行业中来，一方面为行业打来了新的理念，同时也客观上加速了民办教育的发展。 HXHY幼儿园立足于天津市滨海新区，是一所民营幼儿园，以常规日托为主，亲子早教为辅的模式进行经营，主要面向滨海新区坐落区域周边3-5公里的2-6岁的儿童提供一系列教育服务产品。 HXHY幼儿园作为天津市学前教育的新兴品牌，在当前发展机遇和激烈的竞争环境下，要想发展起来，必须确定自身核心价值方向，努力探求适应市场需求和自身特点的经营模式，制定与之相吻合的发展战略规划，才可能在比较激烈的市场竞争环境中迅速脱颖而出。 为探讨幼儿园营销发展战略，文章以现代营销理论作为理论指导，首先对当前中国学前教育行业所处的宏观环境，包括政治、经济、技术、社会文化等因素进行了梳理和总结；第二，对当前HXHY幼儿园在所处行业的微观五大影响因素进行了具体探讨，包括同业竞争者、供应商、客户、可能进入者等。第三，作者结合自身幼儿园的优劣势以及面临的威胁和机会，进行了SWOT分析，并随之制定了应对策略。第四，根据园所所在市场环境进行分析，目标消费群体确定，找到自身价值定位。 同时，作者结合幼儿园的自身现状和未来规划，选择差异化和聚焦战略，同时运用现代营销7P理论，从七个维度（产品、价格、渠道、促销、人员、物质环境、过程）出发，提出了适合幼儿园发展的营销战略和策略。 最后，作者提出关于营销战略的落地保障措施，比如建立健全组织管理体系、培训和打造一支适应市场竞争的师资队伍，加强家园联系信息化等。
英文摘要：	This paper is about the orientation, management and marketing strategy of the kindergarten education brand in the private education market from the author's practical work. With the improvement of people's living standard and the increasingly fierce competition of people, preschool education in China is also getting more and more attention. At the same time, the government gave more and more support and encouragement on private education policy, so that more and more enterprises and individuals are joining the kindergarten education industry, bring in new ideas and concepts ,also further promote the rapid development of private preschool education. HXHY kindergarten, located in Tianjin Binhai New Area, is a full-time private kindergarten, providing a series of educational service products such as preschool education, early childhood care for children aged 2-6 in Binhai New Area. Facing the development opportunity of the preschool education market and the current competition situation, as a new brand in preschool education industry, it is necessary for HXHY kindergarten to find out a suitable profit model, determine the value of their own position, and form their own development and product characteristics, in order to occupy a space in the many competitors in the market environment. This paper is based on modern marketing strategy theory. First it analyzed macro environment based on the preschool education industry, including policy environment, economic environment, technology development, social and cultural environment. Secondly, it analyzed the micro environment of the industry of the kindergarten, such as competitors, suppliers, customers, potential entrants. Then the author use SWOT analysis to formulate corresponding strategies combined the advantages and disadvantages of HXHY kindergarten and the threats and opportunities it faced of. Then find and determine the value of its brand positioning through the local market segmentation, target consumer groups of the kindergarten. At the same time, the author make the selection of differentiation and focus strategy from the current situation and future planning of the kindergarten. In the meanwhile , the author put forward a series of marketing strategies for the development of the kindergarten by using 7P marketing theory, from product, price, channel, promotion, personnel, physical environment, and process. Finally, the paper proposes the measures to carry out the strategic marketing strategies, such as perfecting organization system, establishing and improving the kindergarten teachers team to adapt to market competition, establishing and perfecting the system and culture construction, strengthening the construction of kindergarten information portal.
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