金点点幼儿园的营销策略研究工商管理专业论文.docxVIP

河北 河北工业大学工商管理硕士（MBA）学位论文 金点点幼儿园的营销策略研究 摘 要 近些年，我国民办教育得到了迅速发展，并成为教育事业重要组成部分。作 为民办教育的最基础阶段的民办幼儿教育的发展势头更为迅猛，幼教事业在我国 逐渐形成了以国办园、公办园为主体，民办园为补充的局面。同时，民办幼儿园 的发展，在一定程度上也加大了国办、公办两种体制幼儿园之间的竞争态势。随 着社会主义市场经济的推进，越来越多的幼儿园逐渐被推向市场，市场的法则就 是竞争，优胜劣汰，适者生存。面对日益激烈的市场竞争，尤其是民办幼儿园， 如何立足、生存、发展和壮大，这是摆在所有幼儿园面前的一个严峻的现实课题。 现代营销管理体现社会营销导向，始终贯穿顾客至上的核心理念，是科学的 方法和系统的规划，要求机构努力把自身改变成为保持或增强消费者和社会的福 利和长远利益的机构。这与当前许多学前教育机构的目标相一致，是幼儿园公益 与效益相统一的纽带。 当今，民办园与公办园之间、同类民办园之间的竞争已经从硬实力竞争转向 软实力竞争。人们对文化软实力的问题日益重视，园长纷纷着力打造自己幼儿园 的文化软实力，以求在日益激烈的市场竞争中立于不败之地。本个案研究首先分 析天津市金点点幼儿园的顾客满意度，个案幼儿园内部人力资源的办学特色；其 次，进行宏观环境机会威胁及个案幼儿园同业竞争分析，阐述天津幼教市场现状。 然后，对金点点幼儿园的营销策略进行了分析，从地理因素、获取信息的渠道、 关系营销、慎重决策来分析消费者——家长如何选择个案幼儿园。最后，综合金 点点幼儿园的内部资料与市场分析，对金点点幼儿园进行市场定位，然后提出促 进金点点幼儿园目标市场的营销策略。 关键词：营销策略，市场，幼教市场，现代营销管理 i 金点 金点点幼儿园的营销策略研究 JIN DIAN KINDERGARTEN MARKETING STRATEGY RESEARCH ABSTRACT In recent years, Chinas private education has been developing rapidly, and become an important part of education. As a private education the most basic stage of the private pre-school education more rapid development momentum, kindergarten business in China has gradually formed a private garden as the main body, the Public Garden as a leader of the situation. The development of private kindergarten has changed the Public Garden pattern of world domination, and increased competition between the two systems nursery situation. With the advance of the socialist market economy, more and more kindergartens gradually to the market, the market rules is competition, survival of the fittest, survival of the fittest. The face of increasingly fierce market competition, particularly private kindergarten, how base, survival, development and growth, which is placed in front of all kindergartens, a serious practical issue. Reflect the social marketing of modern marketing management-oriented, customer first runs through the core concept is the scientific method and system planning, require institutions to strive to maintain or enhance their own change as consumers and social wel