如今，全球发展已经进入知识经济时代，知识创新已成为推动经济社会发展 的主要动力，未来的竞争也将是知识创新型人才的竞争。随着社会的发展，二胎 政策的全面放开，教育消费升级，80、90 后的新生代父母对孩子教育的需求也从 原来的“养育看护”向更加专业系统的“素质教育”转变。《民办教育促进法》的 实施，政府积极鼓励社会力量加入教育行业等种种利好，给教育产业的发展带来 了更多的机遇。如何在激烈的市场竞争中取得竞争优势，在众多教育培训品牌中 脱颖而出，已经成为 A 企业亟待解决的问题。 本文以 A 教育培训公司为例，就企业在乐高教育培训市场的营销策略问题进 行研究。首先，运用 PEST 和 SWOT 理论对企业宏微观环境进行分析，找出公司的 优势与发展机会。其次，通过 STP 分析，确定了以孩子在 3-6 岁、7-12 岁这两个 年龄段为主的目标市场，将父母人均月收入在 4000-8000 元、8000 元以上的家庭 作为目标顾客群。最后，以 4Ps 营销组合策略为基础，制定了开发科学课程体系、 个性化课程方案等产品策略；差别定价、活动定价的定价策略；加强课程顾问、 地面推广、电话与网络营销的渠道策略；加大广告宣传、营业推广和营销联盟的 促销策略。同时，考虑到教育服务产品的特殊性，研究了针对服务产品的服务营 销 8Ps 理论，在营销策略中增加了做好人才引进、员工培训等“人员策略”、教学 服务和企业文化有形化的“有形展示策略”、完善教学流程的“过程策略”以及和 提升教学服务质量的“生产效率和质量策略”，最终制定出适合 A 教育培训公司乐 高市场的营销策略方案。希望通过对 A 教育培训公司乐高市场营销策略的研究和 探讨，使其在激烈的市场竞争中获得长足发展。 关键词，乐高，教育培训,8Ps，服务营销II Abstract Nowadays, global development has entered the era of knowledge economy. Knowledge innovation has become the main driving force for economic and social development. The future competition will also be the competition of knowledge innovation talents. With the development of society, the second-child policy has been fully liberalized, and education consumption has been upgraded. The needs of the new generation of parents after 80 and 90 have also shifted from the original “nurturing care” to the more professional system of “quality education”. The implementation of the new Private Education Promotion Law, the government actively encourages social forces to join the education industry. All kinds of benefits have brought more opportunities to the development of the education industry. How to gain competitive advantage in the fierce market competition and stand out among many education and training brands has become an urgent problem for A enterprises. This article takes A education and training company as an example to study the marketing strategy of the company in the LEGO education and training market. First, use PEST and SWOT theory to analyze the macro and micro environment of the company and find out the advantages and development opportunities of the company. Secondly, through the STP analysis, the target market with children in the ages of 3-6 years old and 7-12 years old is determined, and the households whose parents have monthly incomes of 4,000-8,000 yuan and 8,000 yuan or more are targeted customers. group. Finally, based on the 4Ps marketing mix strategy, we developed product strategies such as developing science curriculum system and personalized curriculum plan; pricing strategies for differential pricing and activity pricing; and strengthening channel strategies for course consultants, ground promotion, telephone and internet marketing; Promotional strategies for large advertising, business promotion and marketing alliances. At the same time, considering the particularity of educational service products, studied the 8Ps theory of service marketing for service products. In the marketing strategy, the “personnel strategy”, teaching services and corporate culture of talent introduction and employee training were added. The “tangible display strategy”, the “process strategy” to improve the teaching process, and the “production efficiencyIII and quality strategy” to improve the quality of teaching services, and finally develop a marketing mix strategy plan suitable for the A-education and training company LEGO market. It is hoped that through the research and discussion of the Lego marketing strategy of A education and training company, it will make great progress in the fierce market competition. Key words: LEGO, education and training, 8Ps, service marketingIV 目 录 第一章 绪论 ........................................................ 1 1.1 研究背景与意义 ............................................... 1 1.1.1 研究背景 ............................................... 1 1.1.2 研究意义 ............................................... 2 1.2 研究方法、思路及内容 ......................................... 3 1.2.1 研究方法 ............................................... 3 1.2.2 研究思路与研究内容 ..................................... 4 第二章 理论与文献综述 .............................................. 6 2.1 服务营销相关理论 ............................................. 6 2.2 文献综述 ..................................................... 7 第三章 A 教育培训公司环境分析....................................... 9 3.1 A 教育培训公司整体概述........................................ 9 3.1.1 A 公司发展历程与总体状况 ................................ 9 3.1.2 公司业务组织机构 ...................................... 10 3.2 外部环境的 PEST 分析 ......................................... 10 3.2.1 政治环境 .............................................. 11 3.2.2 经济环境 .............................................. 11 3.2.3 社会环境 .............................................. 13 3.2.4 技术环境 .............................................. 13 3.3 行业竞争环境分析 ............................................ 14 3.3.1 乐高机器人教育的市场格局 .............................. 14 3.3.2 行业竞争对手分析 ...................................... 15 3.4 A 教育培训公司乐高市场 SWOT 分析.............................. 16 3.4.1 优势分析 .............................................. 16 3.4.2 劣势分析 .............................................. 17 3.4.3 机遇分析 .............................................. 18 3.3.4 挑战分析 .............................................. 19 第四章 A 教育培训公司营销状况分析.................................. 21 4.1 A 教育培训公司乐高培训营销数据分析........................... 21V 4.1.1 营销数据 .............................................. 21 4.2 A 教育培训公司乐高培训 4PS 营销分析 ........................... 21 4.2.1 产品策略 .............................................. 21 4.2.2 价格策略 .............................................. 22 4.2.3 营销渠道策略 .......................................... 23 4.2.4 市场促销策略 .......................................... 23 第五章 A 教育培训公司目标市场选择与市场定位........................ 24 5.1 市场细分 .................................................... 24 5.1.1 按照消费者的年龄 ...................................... 24 5.1.2 按家庭收入水平 ........................................ 24 5.2 目标市场选择 ................................................ 25 5.3 市场定位 .................................................... 27 5.3.1 品牌定位 .............................................. 27 5.3.2 产品定位 .............................................. 27 5.3.3 服务定位 .............................................. 27 第六章 8PS服务营销策略建议 ........................................ 29 6.1 产品策略 .................................................... 29 6.1.1 开发更加科学的课程体系 ................................ 29 6.1.2 注重课程体系的延续性 .................................. 31 6.1.3 开发个性化课程方案 .................................... 31 6.1.4 强化品牌建设 .......................................... 31 6.2 定价策略 .................................................... 31 6.2.1 差别化定价策略 ........................................ 32 6.2.2 超值定价策略 .......................................... 32 6.3 渠道策略 .................................................... 33 6.3.1 开展课程顾问门店营销 .................................. 33 6.3.2 加强地面推广 .......................................... 33 6.3.3 做好电话营销 .......................................... 34 6.3.4 拓展网络营销 .......................................... 34 6.4 促销策略 .................................................... 35 6.4.1 加大广告宣传力度 ...................................... 36 6.4.2 加强营业推广 .......................................... 37 6.4.3 探索营销联盟的联合推广 ................................ 38VI 6.5 人员策略 .................................................... 38 6.5.1 做好人才选拔 .......................................... 38 6.5.2 加强人才培养 .......................................... 39 6.5.3 实行人性化管理 ........................................ 39 6.5.4 完善激励机制 .......................................... 39 6.6 有形展示策略 ................................................ 40 6.6.1 教学服务有形化 ........................................ 40 6.6.2 服务场景有形化 ........................................ 41 6.7 服务过程策略 ................................................ 41 6.7.1 完善课前服务 .......................................... 43 6.7.2 规范上课流程 .......................................... 43 6.7.3 延伸课后服务 .......................................... 44 6.8 生产效率与质量策略 .......................................... 44 6.8.1 提升服务质量 .......................................... 44 6.8.2 提高服务效率 .......................................... 46 第七章 研究结论与展望 ............................................. 48 7.1 研究结论 .................................................... 48 7.2 研究展望 .................................................... 48