TH神奇树屋营销策略研究

发布时间：2018-04-11 18:04

本文选题：TH神奇树屋 + 英语绘本馆　；参考：《西南交通大学》2017年硕士论文

【摘要】：TH神奇树屋2014年由高校英语教师发起成立于X大学校园内,是一家致力于营造社区式幼儿英语学习环境(Bilingual Learning Community)的教育中心,目标是为2-12岁孩子提供优质的母语式英语学习环境,其特色在于该中心内创建有一个小型绘本馆(Picture Gallery)。近年来,儿童早期教育的发展和教育引起了人们足够的重视,也涌现了很多"孩子越早学习英语越好"的观点,儿童英语培训在我国英语培训市场上占据约60%份额。由于儿童英语培训行业的入门门槛不高,利润空间相对较大,各类培训机构纷纷涌入抢占市场,行业内竞争日趋激烈。因此TH神奇树屋急需构建完善的现代市场营销策略以应对当前复杂的市场环境,同时运用先进营销理念提高消费者的满意度,持续增加经营业绩,提升其市场核心竞争力,已成为TH神奇树屋发展研究的重要课题。本文从儿童英语培训和英语绘本馆国内外的发展现状出发,用PEST分析法对TH神奇树屋的营销环境进行了具体阐述和分析;在此基础上运用五力模型即供方议价能力、买方议价能力、新进入者的威胁、替代品的威胁和同业竞争者的竞争程度对TH神奇树屋周边竞争环境进行分析,从而制定TH神奇树屋详细的营销策略;以TH神奇树屋面临的优势和劣势、面临的机会和威胁作为研究对象和主要研究内容,运用SWOT分析法进行了细致探讨,为TH神奇树屋提出了英语培训与英语绘本馆相结合的创新发展模式。运用STP营销策略法分析TH神奇树屋周边的市场细分、TH神奇树屋目标市场选择以及目标市场定位;再结合4Ps营销理论对当前TH神奇树屋的发展提出了新的营销策略,包括具体的产品策略、价格策略、促销策略以及渠道策略,以此来促进TH神奇树屋的发展。本文的研究旨在解决TH神奇树屋经营中市场拓展方面的实际问题,相关研究成果有望能够帮助TH神奇树屋改进市场营销理念,提高市场营销水平,进一步发挥自身优势,避免劣势,提升市场竞争力,确保其可持续健康稳定发展,并为同行业其他培训中心的发展提供一定的参考价值和借鉴意义。
[Abstract]:Th Wonder Tree House was founded on the X campus by college English teachers in 2014. It is an educational center dedicated to creating a community Learning learning environment for young children. The goal is to provide a quality native English learning environment for children aged 2-12.The center features the creation of a small Picture gallery.In recent years, the development and education of early childhood education has attracted people's attention, and a lot of views have emerged that "the sooner the children learn English, the better". Children's English training accounts for about 60% of the English training market in our country.Due to the low entry threshold and relatively large profit margin in the children's English training industry, all kinds of training institutions have poured into the market and the competition in the industry is becoming increasingly fierce.Therefore, th tree house urgently needs to construct perfect modern marketing strategy to deal with the current complex market environment, at the same time, using advanced marketing concept to improve consumer satisfaction, continuously increase business performance, enhance its market core competitiveness.It has become an important subject in the development of th tree house.Based on the development of children's English training and English painting library at home and abroad, this paper expounds and analyzes the marketing environment of th magic tree house with PEST analysis method, and then applies the five forces model, that is, the bargaining power of the supplier, to analyze the marketing environment of th magic tree house.The buyer's bargaining power, the threat of new entrants, the threat of substitutes and the competitive degree of competitors in the same industry analyze the competitive environment around th magic tree house, and then formulate the detailed marketing strategy of th magic tree house;Taking the strengths and weaknesses, opportunities and threats faced by th magic tree house as the research object and main research contents, the paper makes a detailed discussion by using SWOT analysis method.The innovative development model of combining English training with English painting Library is proposed for th Magic Tree House.This paper analyzes the target market selection and target market positioning of th magic tree house by using STP marketing strategy method, and puts forward a new marketing strategy for the development of th magic tree house based on 4Ps marketing theory.Including specific product strategy, price strategy, promotion strategy and channel strategy to promote the development of th magic tree house.The purpose of this paper is to solve the practical problems in the market expansion of th Magic Tree House, and the related research results are expected to help th Magic Tree House to improve its marketing concept, improve its marketing level, and further develop its own advantages.To avoid disadvantages, to promote market competitiveness, to ensure its sustainable, healthy and stable development, and to provide certain reference value and significance for the development of other training centers in the same industry.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G523;F274

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