金色雨林公司营销策略研究.docx

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金色雨林公司营销策略研究

摘要：幼儿教育为我们国家教育的第一阶段也是基础教育的不可分割的一部分，是对幼儿十分重要的阶段。而国家随着经济和社会发展飞猛进，教育改革不断的深化，给幼儿教育发展和变革带来了前所未有的机遇。幼儿教育在广义和狭义上定义有所不同。广义上，包含是能够影响幼儿身体成长和认知、情感、性格等方面发展有目的的活动。狭义上，幼儿教育特指专门开设的幼儿教育机构和公办或民办幼儿园的教育。作为幼儿教育机构是当今发展潜力巨大，利润和前景可观的行业之一。

本文通过分析中国幼儿教育的背景，借鉴国内外相关研究成果，又结合金色雨林教育机构的实际情况，构建新的营销策略设计，实现实践和理论上的结合。本文对于金色雨林所处的内外部环境进行分析，运用调查法、文献研究法、案例研究法，分析金色雨林所存在的问题，并提出新的营销策略。

关键词：营销策略，幼儿教育，教育机构

ResearchonmarketingstrategyofGoldenRainforest

Absrtact:Earlychildhoodeducationisthefirststageofournationaleducationisalsoanintegralpartofbasiceducation,isaveryimportantstageforyoungchildren.Withthedevelopmentofeconomyandsocietyandthedeepeningofeducationalreform,thecountryhasbroughtunprecedentedopportunitiesforthedevelopmentandtransformationofearlychildhoodeducation.Earlychildhoodeducationhasdifferentdefinitionsinbroadsenseandnarrowsense.Inabroadsense,inclusionisapurposefulactivitythatcanaffectchildrensphysicalgrowthandcognitive,emotional,personalityandotheraspectsofdevelopment.Inanarrowsense,earlychildhoodeducationrefersspecificallytotheeducationofspecializedearlychildhoodeducationinstitutionsandpublicorprivatekindergartens.Asanearlychildhoodeducationinstitution,ithasgreatpotentialfordevelopmenttoday.runandoneofthepromisingindustries.

ThispaperanalyzesthebackgroundofearlychildhoodeducationinChina,drawslessonsfromtherelevantresearchresultsathomeandabroad,andcombinestheactualsituationofthegoldenrainforesteducationinstitutionstoconstructanewmarketingstrategydesign,andrealizesthecombinationofpracticeandtheory.Thispaperanalyzestheinternalandexternalenvironmentofthegoldenrainforest,usestheinvestigationmethod,theliteratureresearchmethod,thecasestudymethod,analyzestheproblemsexistinginthegoldenrainforest,andputsforwardanewmarketingstrategy.

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