ES公司XX幼教品牌战略研究

发布时间：2018-06-08 11:26

本文选题：品牌 + 幼教品牌　；参考：《兰州大学》2009年硕士论文

【摘要】： 本文来源于实际工作中对民办教育市场中幼儿园教育品牌的定位、经营及营销战略的思考。随着中国人民生活水平的提高和人才竞争的日益激烈,人们对孩子学龄前的教育也越来越关注和重视,导致家长对幼儿园择校的需求也越来越强烈。同时,国家对民办教育的政策扶持和鼓励,使得越来越多的企业和个人加入到幼儿教育的行业中,在为行业带来新思想、新知识的同时,也进一步地推动了民办学前教育的迅速发展。面对这样的发展机遇和现有的竞争态势,ES公司建立的××幼教品牌作为一个行业的新兴品牌,必须要摸索出适合自身发展的盈利模式,确定自身的价值定位,并形成自己的发展思路和产品特色,才能在这竞争对手林立的市场环境中占有一席之地。本文以现代营销管理理论为指导,在对当前幼教行业的宏观环境和微观环境进行具体分析的基础上,结合ES公司的SWOT分析,通过对苏州本地市场的细分,目标消费群的确定,来寻找和确定××幼教品牌自身的价值定位。本文针对品牌的不同生命周期阶段,提出了相应的经营策略,并根据差异化战略的思想,运用4P理论,提出了适合××幼教品牌的营销战略模型。在此基础上,从品牌延伸、品牌创新和品牌维护的角度,对该品牌的发展前景进行了论述,并提出了品牌战略实施的具体计划和建议。
[Abstract]:This paper comes from the thinking on the orientation, management and marketing strategy of kindergarten education brand in the private education market. With the improvement of Chinese people's living standard and the increasingly fierce competition for talents, People pay more and more attention to preschool education, which leads to parents' demand for kindergarten. At the same time, the government's policy support and encouragement for private education has made more and more enterprises and individuals join the early childhood education industry, bringing new ideas and new knowledge to the industry. It also further promoted the rapid development of private preschool education. Facing such development opportunities and the current competitive situation, the 脳脳 preschool education brand established by es Company as a new brand in an industry, We must find out a profit model suitable for their own development, determine their own value orientation, and form their own development ideas and product characteristics. Under the guidance of modern marketing management theory and on the basis of detailed analysis of the macro and micro environment of the current preschool education industry, this paper combines the SWOT analysis of es Company. Through the subdivision of Suzhou local market and the determination of the target consumption group, this paper tries to find and determine the value orientation of the brand of 脳脳 preschool education. This paper puts forward the corresponding management strategy for the different life cycle stages of the brand. According to the idea of differentiation strategy and using 4P theory, this paper puts forward a marketing strategy model suitable for 脳脳 preschool education brand. On this basis, from the perspective of brand extension, brand innovation and brand maintenance, this paper discusses the development prospects of the brand, and puts forward specific plans and suggestions for the implementation of brand strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G619.2

【参考文献】