BZ公司学前教育项目发展策略研究
发布时间：2018-08-03 17:35
【摘要】： 一、论文研究问题的目的和意义： 随着中国学前教育事业的发展,民办教育已经成为学前教育领域一股重要的发展动力,如何在中国学前教育发展的大潮中发现机会,如何在自身发展的同时,为中国学前教育事业做出贡献，是每一个投身学前教育发展大潮之中的教育机构应该认真考虑的命题。本论文以BZ公司完善产业布局,调研学前教育市场为契机,努力将营销理论与实践操作联系起来,对BZ公司的学前教育项目发展策略进行了研究,目的在于为BZ公司学前教育项目的论证工作提供研究依据,同时也是对中国学前教育0-6岁一体化创新模式的一种探索和实践。 二、论文的基本思路和逻辑结构： 本论文首先介绍了论文研究的背景，简述了研究内容及方法,然后分析了学前教育行业的现状、特点和政策,进而阐述了市场发展的机会。接下来利用波特五力模型分析了学前教育行业的竞争现状,利用波特竞争对手分析模型分析了区域内主要竞争对手的状况及可能采取的行动,并用SWOT分析法对BZ公司的优势、劣势、机会和威胁进行了分析,提出了应对策略。其次对营销策略进行了系统的分析,包括目标市场分析,BZ公司的产品服务策略及具体的市场推广策略。最后对项目实施及市场开发进程进行了规划,对所需的组织内部支持措施提出了设想。 三、论文的主要内容及观点： 本论文的主要内容是对BZ公司学前教育项目发展策略的研究。第一章绪论部分,详述了论文研究的背景,提出了论文对0-6岁一体化学前教育项目的研究既是BZ公司产业发展的需要,也是学前教育市场发展的需要,是学前教育事业改革和发展的需要。介绍了论文研究的内容和方法；第二章行业分析部分,详述了学前教育行业规模大、投入低、待遇差、法制不健全的现状,分析了学前教育行业独生子女的中国特色、差异化需求日益增长、市场化倾向及行业发展失衡等特点,对学前教育相关政策法规进行了分析,提出在政策的鼓励和扶持下,有实力、高品质、专业背景的学前教育机构将获得长足的发展；第三章市场竞争分析部分,利用波特五力分析模型对学前教育行业的竞争状况进行了分析,提出学前教育行业竞争状况日趋复杂,在这个强者趋强,弱者仍可生存的市场阶段,存在跨区域或全国性连锁经营实力机构崛起的空间和可能。接下来利用波特竞争对手分析模型分析了区域内主要竞争对手的状况及可能采取的行动,并用SWOT分析法对BZ公司的优势、劣势、机会和威胁进行了分析,提出了应对策略；第四章营销策略分析部分,对目标市场、产品服务策略及市场推广策略进行了分析,提出锁定中等收入家庭,提供0-6岁一体化为特色的学前教育服务,利用有效的营销组合进行市场推广的观点；第五章市场开发规划部分,对项目的市场开发进度进行了规划,提出了组织内部支持措施的假设等。 四、论文的主要贡献： 本论文的主要贡献在于为BZ公司学前教育项目的论证提供了研究依据,提出了不同于现有幼儿园的创新经营模式即0-6岁一体化学前教育模式,同时将营销理论与项目的实际操作结合起来,为BZ公司学前教育项目的具体运作提供了可资参考的思路。 此外,本论文对0-6岁一体化学前教育模式的实践进行了一些有益的探索,将现有幼儿教育与0-3岁早期教育的融合进行了分析,提出了有操作性的实践方案。
[Abstract]:First, the purpose and significance of the thesis are as follows:
With the development of preschool education in China, private education has become an important driving force in the field of preschool education. How to find opportunities in the tide of the development of preschool education in China, and how to contribute to the cause of preschool education in China at the same time, is an educational machine in the tide of the development of preschool education. In this paper, the thesis takes the BZ company to perfect the industrial layout and research the pre-school education market as an opportunity, and tries to link the marketing theory with the practice operation, and studies the development strategy of the preschool education project of BZ company. The purpose is to provide the research basis for the demonstration work of the preschool education project in BZ company, and also It is an exploration and practice of the 0-6 year old integrated innovation mode for preschool education in China.
Two, the basic ideas and logical structure of the thesis are as follows:
This paper first introduces the background of the study, briefly introduces the research contents and methods, then analyzes the status, characteristics and policies of the preschool education industry, and then expounds the opportunities for the development of the market. Then, it analyzes the competition status of the preschool education industry by using Potter's five force model, and analyzes the area using the analysis model of Potter's competitors. The situation and possible action of the main competitors in the domain, and the analysis of the advantages, disadvantages, opportunities and threats of BZ company by SWOT analysis, and the countermeasures are put forward. Secondly, the marketing strategy is systematically analyzed, including the target market analysis, the product service strategy of BZ company and the specific marketing strategy. Finally, The implementation of the project and the market development process were planned, and the necessary supporting measures for the organization were put forward.
Three, the main contents and views of the thesis are as follows:
The main content of this paper is to study the development strategy of BZ preschool education project. The first chapter is the introduction part, which expounds the background of the research, and puts forward that the research on the 0-6 year old preschool education project is not only the need of the development of the BZ industry, but also the need of the development of the pre-school education market, the reform of the pre school education and the reform of the pre school education. The contents and methods of the research are introduced. The second chapter of the industry analysis section describes the status of the pre school education industry with large scale, low investment, poor treatment and unsound legal system, and analyses the characteristics of the Chinese characteristics of the only child in the preschool education industry, the daily growth of the differentiated demand, the tendency of marketization and the unbalanced development of the industry, etc. This paper analyzes the relevant policies and regulations of preschool education, and puts forward that under the encouragement and support of the policy, the pre school educational institutions with strength, high quality and professional background will get great development. In the third chapter, the competitive situation of preschool education is analyzed by using Potter's five force analysis model, and the pre school teaching is put forward. The competition situation of the education industry is becoming more and more complex. In the market stage of the strong and the weak, there is space and possibility of the rise of cross regional or national chain management strength institutions. Then, the situation and possible actions of the main competitors in the region are analyzed with the Potter competitor analysis model, and the analysis of the possible actions is made with the SWOT analysis. The advantages, disadvantages, opportunities and threats of BZ company are analyzed, and the countermeasures are put forward. The fourth chapter analyzes the marketing strategy analysis part, analyzes the target market, the product service strategy and the marketing strategy, and proposes to lock the middle income family, provide the preschool education service with the characteristic of the 0-6 year old integration, and use the effective marketing group. In the fifth chapter of the market development planning part, the market development progress of the project is planned and the hypothesis of the internal support measures of the organization is put forward.
Four, the main contribution of the paper:
The main contribution of this paper is to provide the research basis for the demonstration of the pre-school education project of BZ company, and put forward a new model of 0-6 year old integrated preschool education, which is different from the existing kindergarten, and combines the marketing theory with the actual operation of the project, which provides the funding for the concrete operation of the BZ pre school education project. The idea of reference.
In addition, this paper makes some useful exploration to the practice of the 0-6 year old preschool education model, and analyzes the integration of the existing preschool education and the early 0-3 year old education, and puts forward the practical practical plan.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G619.2
本文编号：2162475
[Abstract]:First, the purpose and significance of the thesis are as follows:
With the development of preschool education in China, private education has become an important driving force in the field of preschool education. How to find opportunities in the tide of the development of preschool education in China, and how to contribute to the cause of preschool education in China at the same time, is an educational machine in the tide of the development of preschool education. In this paper, the thesis takes the BZ company to perfect the industrial layout and research the pre-school education market as an opportunity, and tries to link the marketing theory with the practice operation, and studies the development strategy of the preschool education project of BZ company. The purpose is to provide the research basis for the demonstration work of the preschool education project in BZ company, and also It is an exploration and practice of the 0-6 year old integrated innovation mode for preschool education in China.
Two, the basic ideas and logical structure of the thesis are as follows:
This paper first introduces the background of the study, briefly introduces the research contents and methods, then analyzes the status, characteristics and policies of the preschool education industry, and then expounds the opportunities for the development of the market. Then, it analyzes the competition status of the preschool education industry by using Potter's five force model, and analyzes the area using the analysis model of Potter's competitors. The situation and possible action of the main competitors in the domain, and the analysis of the advantages, disadvantages, opportunities and threats of BZ company by SWOT analysis, and the countermeasures are put forward. Secondly, the marketing strategy is systematically analyzed, including the target market analysis, the product service strategy of BZ company and the specific marketing strategy. Finally, The implementation of the project and the market development process were planned, and the necessary supporting measures for the organization were put forward.
Three, the main contents and views of the thesis are as follows:
The main content of this paper is to study the development strategy of BZ preschool education project. The first chapter is the introduction part, which expounds the background of the research, and puts forward that the research on the 0-6 year old preschool education project is not only the need of the development of the BZ industry, but also the need of the development of the pre-school education market, the reform of the pre school education and the reform of the pre school education. The contents and methods of the research are introduced. The second chapter of the industry analysis section describes the status of the pre school education industry with large scale, low investment, poor treatment and unsound legal system, and analyses the characteristics of the Chinese characteristics of the only child in the preschool education industry, the daily growth of the differentiated demand, the tendency of marketization and the unbalanced development of the industry, etc. This paper analyzes the relevant policies and regulations of preschool education, and puts forward that under the encouragement and support of the policy, the pre school educational institutions with strength, high quality and professional background will get great development. In the third chapter, the competitive situation of preschool education is analyzed by using Potter's five force analysis model, and the pre school teaching is put forward. The competition situation of the education industry is becoming more and more complex. In the market stage of the strong and the weak, there is space and possibility of the rise of cross regional or national chain management strength institutions. Then, the situation and possible actions of the main competitors in the region are analyzed with the Potter competitor analysis model, and the analysis of the possible actions is made with the SWOT analysis. The advantages, disadvantages, opportunities and threats of BZ company are analyzed, and the countermeasures are put forward. The fourth chapter analyzes the marketing strategy analysis part, analyzes the target market, the product service strategy and the marketing strategy, and proposes to lock the middle income family, provide the preschool education service with the characteristic of the 0-6 year old integration, and use the effective marketing group. In the fifth chapter of the market development planning part, the market development progress of the project is planned and the hypothesis of the internal support measures of the organization is put forward.
Four, the main contribution of the paper:
The main contribution of this paper is to provide the research basis for the demonstration of the pre-school education project of BZ company, and put forward a new model of 0-6 year old integrated preschool education, which is different from the existing kindergarten, and combines the marketing theory with the actual operation of the project, which provides the funding for the concrete operation of the BZ pre school education project. The idea of reference.
In addition, this paper makes some useful exploration to the practice of the 0-6 year old preschool education model, and analyzes the integration of the existing preschool education and the early 0-3 year old education, and puts forward the practical practical plan.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G619.2
【引证文献】
相关硕士学位论文 前1条
1 何海清;星槎村学前教育项目发展策略研究[D];兰州大学;2012年
，本文编号：2162475
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