-儿童户外教育培训机构品牌营销策略分析—以广州神冲乡趣文化传播有限公司为例.docxVIP

PAGE 27 儿童户外教育培训机构品牌营销策略分析 —以广州神冲乡趣文化传播有限公司为例 摘要：2014年是中国儿童户外教育培训爆发式增长的一年，很多人看到了市场的发展前景，纷纷投身到这个行业中。儿童户外教育培训行业从沿海的一线城市向内陆的二三线城市延伸，一时间，儿童户外培训机构在中国各地开花。但由于儿童户外教育培训全行业处于早期发展阶段，存在很多的问题，培训机构质量参差不齐，整体行业发展迅速，但规模小、企业数量多，企业要树立企业品牌形象，才能赢得消费者的市场。 本文首先介绍了国内外儿童户外教育培训行业的发展背景和市场情况，分析中国儿童户外教育培训行业的品牌营销现状，然后从营销环境的角度分析广州神冲乡趣文化传播有限公司品牌营销所面临的市场竞争状况。运用pest分析法分析企业所处的政治环境、经济环境、社会环境和技术环境，运用swot分析法分析企业品牌营销的优势、劣势、机会、威胁。基于公司存在的品牌营销问题提出优化建议。 关键词：品牌，品牌营销策略，PEST分析，SWOT分析 The Analysis of Brand strategy of children’s outdoor Education-Take Guangzhou shenchong xiangqu culture limited company for instance Abstract：The year of 2014 witnessed an explosive growth in outdoor education and training for children in China. Many people see the future of the market and jumped into the business. The children’s outdoor education and training industry extend to inland’s second-and third-tier cities form coastal line, in a short time, outdoor education and training institutions for children are blossoming all over China. However, the whole industry of outdoor education and training for children is in the early stage of development .the quality of training institutions in uneven and the whole industry is developing rapidly which also have many question, but the scale is small .the number of enterprises is large, the enterprise must establish the enterprise brand image, can win the consumer market. This paper introduces the development background and market situation of children’s education and training industry at home and abroad first ,and analyzes the brand marketing status of children’s outdoor education and training industry in China, then, from the perspective of marketing environment, it analyzes the market competition situation faced by the Guangzhou shenchong xiangqu culture communication company’s brand marketing. PEST analysis is used to analyze the political environment, economic environment, social environment and technical environment of an enterprise. SWOT analysis is used to analyze the advantages