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论文编号：	9857
作者编号：	2120152891
上传时间：	2017/12/20 11:07:13
中文题目：	天津玛酷机器人俱乐部的营销策略研究
英文题目：	Research on Marketing Strategy of TIANJIN Makcoo Robot Club Program
指导老师：	杨斌 教授
中文关键字：	少儿乐高；培训市场；营销环境；营销组合策略
英文关键字：	LEGO training program, training market, marketing environment, marketing combination strategies
中文摘要：	摘 要 近年来随着国内二胎的逐步放开，家长们也越来越重视对孩子们的教育投入和支出，再苦再累不能苦孩子，决不让孩子输在起跑线上，带动了幼儿教育的蓬勃发展。目前幼儿教育正处在风口之上，国内有越来越多的文献论述聚焦这一行业。不过就当前来看,国内基于少儿教育类培训机构，主要是针对学科类和教辅类，还有艺术类的研究颇多，然而，关于儿童大脑发育课程的理论研究，如乐高培训仍然缺乏。本文以天津玛酷乐高机器人俱乐部为研究对象，结合目前的市场情况和行业特点进行研究，主要针对初创企业如何在营销上进行整合突破，并对其不足之处进行分析之后，给出最终的解决方案，从而帮助天津玛酷机器人俱乐部突破企业发展的瓶颈，让其顺利度过企业的孵化阶段，拓展市场，抓住幼儿教育蓬勃兴盛的有利时机，使其从许多类似的教育机构中脱颖而。同时，本研究的结果也可为其他类似乐高培训学校营销策略的制定提供依据和参考。为幼儿教育机构的生存和发展提供参考。 具体而言，本文主要通过文献分析和同类企业横向比较分析方式分别作了天津玛酷机器人俱乐部的市场环境，定位，所在商圈结构进行分析，并研究客户群体和机器人自由员工的人格特点，探讨像乐高这样新型培训教育机构的人员管理和客群营销问题，并结合企业从初创到逐步成长过程中遇到的实际问题进行分析，在此过程中，运用波特五力模型和 SWOT ，调整和优化其营销策略提供坚实的理论基础。 通过一系列问题的分析和论证得出天津玛酷机器人俱乐部在营运过程中遇到的主要问题有:一是天津玛酷机器人俱乐部现有乐高指导老师人员管理的问题，主要是人员招聘、培训成本高企，小企业对优秀人才吸引困难，缺乏一整套行之有效的人才管理及育成制度。二是天津玛酷机器人俱乐部在起步阶段，主要是客群营销不利。主要是由于所处商圈环境中竞争对手环伺，初创企业市场开拓不利，师资人员还未到位，课程体系不完善，定价策略上的不合理等等造成了客户获取及推广困难，营销渠道受限。 由此，本文首先立足企业所处商圈环境，结合乐高教育特质，以STP 策略为突破口，过（4P）产品，定价，渠道，促销进行各个环节的分析，对天津玛酷机器人俱乐部问题解决提出足够的有理论支撑的合理化建议，最终使其突破企业发展的瓶颈，保持竞争优势。 关键词：少儿乐高；培训市场；营销环境；营销组合策略
英文摘要：	Abstract In recent years, with the gradual liberalization of the domestic child, parents also pay more attention to children's education investment and expenditure, children can not suffer, and never let the children lose at the starting line, driven by the rapid development of children's education. At present, infant education is on the wind, there are more and more domestic literature focused on this industry. But on the current point of view, children's education and training institutions based on domestic, mainly for the subject and supplementary class art, there are a lot of research, but to children's brain development, such as Lego training for research object is still lacking. In this paper, Tianjin children's Club Lego Makcoo robot training project as the research object, combined with the current market conditions and industry characteristics, mainly for start-ups to integrate breakthroughs in marketing, and to analyze its shortcomings, to give the final solutions to help Tianjin and the bottleneck of the development of enterprises through Makcoo robot Club let them go through, incubation stage, the development of the enterprise market, seize the favorable opportunity to the prosperity of preschool education. To make it stand out from many similar educational institutions. At the same time, the results of this study can also provide the basis and reference for the formulation of marketing strategies for other similar training schools in Lego. It can also provide reference for the survival and development of early childhood education start-ups. Specifically, this paper mainly uses literature analysis and comparative analysis of similar enterprises respectively for Tianjin and the Makcoo robot club market environment, positioning, analysis where the district structure, personality characteristics and Research on customers and employees of the robot, such as Lego, new training and education institutions personnel management and consumer marketing problems combined with the actual problems of companies from start-ups to grow gradually in the process of analysis, in this process, the use of Potter's five forces model and SWOT theoretical basis for the adjustment and optimization of the marketing strategy to provide a solid. Through the analysis and demonstration of a series of problems that the main problems of Tianjin and Makcoo robot club meets in the course of operation are: one is the Tianjin and Makcoo the existing Lego robotics Club Instructor personnel management, staff recruitment, training is mainly to the high cost, small enterprises difficult to attract talented people, the lack of a set of personnel management effective and incubation system. Two is Tianjin Makcoo robot club in the initial stage, mainly customer marketing disadvantage. Is mainly due to the competition in the market environment, business programming, start-up companies to develop adverse, teaching staff is not in place, the curriculum system is not perfect, the unreasonable pricing strategy caused by acquisition and promotion difficult customers, marketing channels is limited. Therefore, this paper based on the business district environment, combined with Lego education features using the STP strategy as the breakthrough point, too (4P) product, pricing, channels, promotion of the analysis of each link, to Tianjin, to solve the problem of robot Club Makcoo enough to have put forward reasonable suggestions theoretical support, and ultimately make it break through the bottleneck the development of enterprises, to maintain a competitive advantage. Key words: LEGO training program, training market, marketing environment, marketing combination strategies
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