雅思贝尔幼教机构在青岛市的营销策略研究

发布时间：2018-07-13 14:11

【摘要】：随着社会主义市场经济的发展,越来越多的幼教机构逐渐被推向市场,优胜劣汰、适者生存,这是市场经济的一大规律。面对日益激烈的市场竞争,如何立足、生存、发展和壮大,这是摆在所有幼教机构尤其是私立幼教机构面前的一个严峻的现实课题。实现幼教机构发展壮大之路的有效途径之一就是在幼教市场引入市场营销的手段,从消费环境来看,随着中国居民收入水平的提高,父母会更多地投资于子女教育和追求高品质的学前教育。消费者对于幼儿教育偏好的差异性对传统的幼教体制和模式带来了更高的要求和挑战,幼教机构市场营销的作用无疑将会变得更加重要。本研究选取了一家较为典型的私立幼教机构——雅思贝尔幼教机构作为研究对象,通过实地调研、专家访谈和理论分析,并运用管理学和市场营销学的相关理论和研究方法,对雅思贝尔幼教机构在青岛市场的营销策略进行了研究。本文首先对雅思贝尔幼教的营销策略现状进行分析研究,找出了雅思贝尔幼教机构目前营销策略中所存在的问题。进而运用PEST模型对青岛市幼教行业的宏观发展环境进行分析,并对主要的竞争对手进行了比较分析。然后在借鉴国内外先进幼教机构经验的基础上,基于雅思贝尔幼教的总体战略确定了整体营销目标,制定了相应的STP营销战略和4PS营销策略。其中STP营销战略主要是雅思贝尔不同位置的园所对于目标市场的选择以及机构对于自身品牌和服务产品的定位。而4PS营销策略主要包含产品重组、价格调整、增加渠道和加大促销推广等几方面内容。最后提出了此营销策略实施的要点,包括人员、环境、选址、时机、细节等方面内容,以确保雅思贝尔幼教营销策略的顺利实施。
[Abstract]:With the development of socialist market economy, more and more preschool education institutions are gradually pushed to the market, survival of the fittest and survival of the fittest, which is a major law of the market economy. In the face of increasingly fierce market competition, how to stand on, survive, develop and strengthen is a serious practical problem facing all preschool education institutions, especially private preschool education institutions. One of the effective ways to realize the development and growth of preschool education institutions is to introduce marketing methods into the preschool education market. From the perspective of the consumption environment, as the income level of Chinese residents increases, Parents will invest more in the education of their children and the pursuit of high-quality preschool education. The difference of consumer's preference for preschool education brings higher demands and challenges to the traditional preschool education system and mode, and the marketing role of preschool education institutions will undoubtedly become more important. This study selected a typical private preschool education institution-IELTS Bell preschool education institution as the research object, through the field investigation, the expert interview and the theory analysis, and uses the management science and the marketing related theory and the research method. This paper studies the marketing strategy of IELTS Bell preschool education institution in Qingdao market. This paper firstly analyzes the current situation of the marketing strategy of IELTS Bell preschool education, and finds out the problems existing in the current marketing strategy of IELTS Bell preschool education institution. Then, the author analyzes the macro development environment of the preschool education industry in Qingdao by pest model, and compares the main competitors. Then, based on the experience of advanced preschool education institutions at home and abroad, the overall marketing target is determined based on the overall strategy of IELTS Bell, and the corresponding STP marketing strategy and 4PS marketing strategy are formulated. The STP marketing strategy is the choice of target market by IELTS Bell in different locations and the positioning of its own brand and service products. The 4PS marketing strategy mainly includes product reorganization, price adjustment, increasing channels and promotion. Finally, the key points of the implementation of the marketing strategy are put forward, including personnel, environment, location, timing, details and so on, in order to ensure the successful implementation of the marketing strategy of IELTS Bell.
【学位授予单位】：中国石油大学(华东)
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G619.2;F274

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