乐高教育的市场营销策略探析.pdfVIP

本科论文 山东交通学院 毕业设计（论文）诚信声明 本人郑重声明：所呈交的本科毕业设计（论文）是本人 在指导老师的指导下，进行研究工作所取得的成果，成果不 存在知识产权争议。除文中已经注明引用的内容外，本论文 不含任何其他个人或集体已经发表或撰写过的作品成果。对 本文的研究做出重要贡献的个人和集体在文中均作了明确 的说明并表示了谢意。本人完全意识到本声明的法律结果由 本人承担。 毕业设计（论文）作者签名： 年 月 日 本科论文 摘 要 随着经济时代的发展，人们的生活水平得到了显著的提高。与之对应，国家开 放二胎的政策，也使得越来越多的家庭由正常的一家三口成长为普遍的一家四 口。而以80，90 后居多的家长，对孩子们的教育也从一开始的老一辈传承的教 育理念发展为专业化的素质教育。伴随着家长们教育意识水平得提高，越来越多 的新型教育培训机构发展起来。如何在众多种类的教育机构中脱颖而出，已经成 为乐高教育机构的主要难题。本文主要是针对乐高教育机构的市场营销策略问 题，结合国内外乐高教育的发展，分析其课程体系的优劣势。通过 STP 战略进行 市场定位，利用 4P 的组合策略，制定出适合其发展的产品策略，价格策略，渠 道策略和促销策略的营销策略方案，从而立足于激烈的竞争环境之中。 关键字：乐高，教育培训，营销策略 本科论文 Abstract With the development of economic times, peoples living standards have been significantly improved. In response, the states policy of opening up the second child also makes more and more families grow from a normal family of three to a common family of four. The education of the parents of the 80s and 90s to their children also developed from the education idea inherited by the older generation at the beginning to professional quality education. With the improvement of parents education awareness, more and more new education and training institutions have developed. How to stand out from many kinds of educational institutions has become the main problem of LEGO educational institutions. This paper mainly aims at the marketing strategy of LEGO education institutions, combining with the development of LEGO education at home and abroad, analyzes the advantages and disadvantages of its curriculum system. Through STP strategy for market positioning, the use of 4P combination strategy, to develop its