33度婴幼儿游泳训练馆石家庄中心市场营销战略研究

发布时间：2018-01-05 14:30

本文关键词：33度婴幼儿游泳训练馆石家庄中心市场营销战略研究　出处：《河北大学》2017年硕士论文　论文类型：学位论文

【摘要】：我国平均每个省拥有0-6岁婴幼儿近700万,平均每个地市拥有0-6岁婴幼儿近60万,人口基数超过13亿,连续8年人口出生率保持在12‰,庞大的基数、稳定的增长,这些因素都铸就了黄金般的早期教育市场。在英美等发达国家,早在上世纪六七十年代,国家已经颁布了相关的法规法令来规范早期教育市场,我国近邻日本,甚至在上世纪五十年代即颁布了相关法规。但早教传入我国的时间并不长,在2000年以后才出现了第一家专门从事婴幼儿早期教育的机构,且在我国,婴幼儿早教机构一直缺乏相关的法律法规进行规范。因此早教机构的运营一直在摸索探寻阶段,而更没有系统性的市场营销思路,甚至一些小型早教机构根本不具备市场营销思维,缺乏理论与实践相结合的具体的可应用的市场策略和营销办法。本文主要针对早教机构的市场营销战略进行深入的研究。在研究过程中,本文主要是以“33度婴幼儿游泳训练馆石家庄中心”为实证分析案例,以STP营销理论、市场营销组合策略理论为指导,结合中心的实际情况,对中心进行一个准确的市场定位,并对后续的市场营销战略进行分析并提出意见和建议,拿出具体的执行方案,通过理论联系实际完成本文的研究工作。33度婴幼儿游泳训练馆作为国内首家专业从事婴幼儿水中早教的机构,与国内类似机构相比无论市场占有率还是品牌竞争力方面均处于领先地位,但是面临越来越多的国外类似机构进入中国市场,经营压力不断加大,迫切需要通过系统的市场营销战略的制定及实施来与之抗衡。希望通过以上的研究,能把握中心的市场定位,发展战略,培育核心竞争力,在市场竞争中不断发展壮大,也希望能对中国的早教行业的健康发展起到借鉴作用。论文主要分四大部分。第一部分介绍我国现在早教市场营销发展现状;第二部分对33度婴幼儿游泳训练馆石家庄中心进行介绍及市场分析定位;第三部分在分析的基础上,制定营销战略并落地实施,第四部分则是根据实施情况,进行总结反思并提出意见。
[Abstract]:The average number of infants aged 0-6 years in each province in China is nearly 7 million, and the average number of infants aged 0-6 years in each prefecture and city is nearly 600,000. The population base is more than 1.3 billion, and the birth rate has remained at 12 per thousand for the eighth consecutive year. The huge base and steady growth created a golden early education market. In developed countries such as the United States and the United States in the 1960s and 1970s in 0th century. The country has issued the relevant laws and decrees to regulate the early education market, our country next to Japan, even in -50s promulgated the relevant laws and regulations, but early education into our country for a short time. Only after 2000 did the first institution specialized in early childhood education, and in our country. Early childhood education institutions have been lack of relevant laws and regulations to regulate. Therefore, the operation of early childhood education institutions has been exploring the stage, and there is no systematic marketing ideas. Even some small early education institutions do not have marketing thinking at all. Lack of theory and practice of the specific application of market strategies and marketing methods. This paper mainly focused on the early education institutions of the marketing strategy in-depth study. In the process of research. This article mainly takes "33rd degree infant swimming training hall Shijiazhuang center" as the empirical analysis case, with the STP marketing theory, the marketing combination strategy theory as the instruction, unifies the center actual situation. To carry on an accurate market position to the center, and to carry on the analysis to the follow-up marketing strategy and to put forward the opinion and the suggestion, produces the concrete implementation plan. Through the theory and practice to complete the research work. 33 degree infant swimming training hall as the first professional institutions engaged in early education of infants and young children in water. Compared with similar domestic institutions, both market share and brand competitiveness are in the leading position, but more and more foreign similar institutions enter the Chinese market, and the pressure of operation is increasing. Through the above research, we hope that we can grasp the market positioning of the center, develop the strategy and cultivate the core competitiveness. The paper is divided into four parts. The first part introduces the current situation of marketing development of early education in China. The second part introduces the Shijiazhuang Center of 33 degree Infant Swimming training Hall and analyzes the market position. The third part is based on the analysis, the marketing strategy is formulated and implemented, and the 4th part is based on the implementation situation, summary, reflection and suggestions.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G619.2;F274

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