泉州亿婴天使早教策划书.docVIP

目录 策划背景······································3 市场机会分析··································3 （一）市场环境分析·······························3 （二）市场竞争分析·······························4 （三）市场消费者分析·····························5 （四）市场发展趋势分析···························6 品牌自身研究（SWOT分析）·····················9 机构介绍·································9 机构SWOT分析··························10 主要品牌机构定位策略分析·······················15 （一）东方爱婴···································15 （二）金宝贝·····································16 （三）聪明树·····································17 （四）太阳雨·····································18 （五）红黄蓝·····································18 营销战略······································19 （一）营销目标···································19 （二）品牌形象战略·······························19 （三）STP三部曲·································20 （四）竞争战略···································24 营销策略······································27 （一）特色课程体系及延伸·························27 （二）定价策略···································33 （三）广告策略···································34 （四）品牌策略···································34 营销执行与组织控制····························35 （一）建立营销组织·······························35 （二）风险危机预计与应付·························36 附录··········································38 问卷······································38 团队介绍··································40 一、策划背景 2007年，“亿婴天”早教机构使正式将欧美先进课程引入中国国内，结合以国内早教专家、顾问团队对中国宝宝、家庭及社会的特性分析，对课程进行了本土化改良；后又经两年的教学实践，2009年，亿婴天使正式推出一套立足全球，专注中国婴幼儿的早期教育课程体系。 “亿婴天使”早期教育服务机构多年专注早教研究和实践活动，在开展加盟连锁经营不足两年的时间，已拥有遍布全国各省市的早教中心110余家。与此同时，天使机构把眼光瞄准了泉州—一个拥有巨大市场潜力和消费潜力的城市。泉州已存在的早教机构并不在少数，但由于各种原因没能真正成长起来，各种品牌的早教机构纷繁错杂，这也使得准备打开泉州市场的“亿婴天使”遇到了阻碍。在市场营销学老师的倡导下，我们参与到了为“亿婴天使”设计营销策划书的活动当中，希望通过大学生的理论和实践为“亿婴”天使找到顺利进入泉州市场的方案。 二、市场机会分析 （一）市场环境分析 早期教育在泉州的兴起缘于2005年前后，经过5年左右的发展，泉州早教市场已经基本显现出繁荣的局面。泉州早教的发展历程大致可以分为以下几个阶段： 第一阶段（2005—2006）：红黄蓝一家独大。 2005年，红黄蓝亲子园在泉州开设第一家亲子园，填补了泉州早教市场的空白。在这两年间，红黄蓝几乎占据了泉州早教的全部市场，可以说是泉州唯一的早教品牌，成了泉州人心中早教的标志。 第二阶段（2007—2008）：国内外品牌竞相进驻。 2007年，东方爱婴、智慧泉等国内早教品牌先后进入泉州，试图与红黄蓝同分市场。2008年，真优比比、