新天际教育公司品牌战略研究.pdf

摘 要 该课题来源于作者在日常工作中对幼儿园品牌的创建、宣传、维护及营销战略的思 考。 伴随我国人民生活水平的提高和人才竞争的日益激烈，人们对幼儿教育也越来越关 注和重视，导致家长对高品质幼儿园的需求也越来越强烈。同时，国家对幼儿教育的政 策支持，使得越来越多的企业和个人加入到幼儿教育行业，在为行业带来新思想、新理 念的同时，也进一步地推动了学前教育的迅速发展。 面对这样的发展机遇和激烈的竞争状态，新天际教育公司建立的新天际幼教品牌作 为一个行业的新兴品牌，必须要摸索出适合自身发展的盈利模式，确定自身价值定位， 并形成自己的产品特色发展思路和，才能在竞争对手林立的市场环境中占有一席之地。 本文以现代营销理论为指导，在对当前幼教行业的微、宏观环境进行分析的基础上， 结合新天际教育公司的 SWOT 分析，通过对石家庄市场进行细分和目标消费者定位，来 寻找和确定新天际幼教品牌自身的价值定位。 本文针对品牌的不同生命周期阶段，提出了相应的营销策略，依据差异化战略思想， 运用6P 理论，提出了适合新天际幼教品牌的营销战略模型。在此基础上，从品牌延伸、 创新和维护角度，对该品牌的发展前景进行了论述，并提出了品牌战略实施的具体计划 和建议。 关键词：品牌 幼教品牌 营销战略 III Abstract This study is based on the thinking of the positioning, operating and marketing strategy of kindergarten education brand in the actual work. With the improvement of our living standards and vigorous competition of talent , early childhood education has been more emphasized, that means parents’ fierce demand for high-quality kindergarten. At the same time, with the support of the national policy on early childhood education, more and more businesses and individuals added to the early childhood education industry. It brings new ideas to pre-school education, and powerfully impels its development. Facing such new opportunities for development and new challenges, the new preschool brand builded by Saintach Educational Investment Limited, must be worked out the profit model suitable for their own development, determine their own value proposition, and form their own productscharacteristics of the development of ideas , in order to win itself a place in the hard competition situation. This article based on the theory of modern business administration, and the analysis on the macro – circumstances and micro - circumstances of current