近年来，托育机构在中国得到了迅速的发展，早教中心、保育园、托儿所变得更加 耳熟能详,并被广大消费者所接受。通过托育机构提供服务，家长能从部分繁杂的育儿生 活中脱离出来，减轻了一部分的生活压力。伴随着国家二胎政策的放开，在快速增长的 母婴市场中，托育机构的发展也越来越快。一些私营民办机构抓住这个机遇，迅速崛起。 本文以托育领域有资深经验，以国际保育园为最主要业务的 N 公司保育园为研究对 象，通过案例研究的方法开展研究。在案例介绍部分，本文首先对 N 公司保育园的概况 进行介绍,包括业务组合、组织架构。在案例分析部分，通过营销战略理论，市场细分 （Market Segmentation）、目标市场（Market Targeting）、市场定位（Market Positioning） 核心三要素（简称 STP），以及服务营销组合策略理论，产品（Product）、价格（Price）、 渠道（Place）、促销（Promotion）、有形展示（Physical environment）、人员（People）、 流程（Process）7 个要素（简称 7P）来分析 N 公司保育园的营销现状。通过分析战略 环境 P（Politics）、E（Economy）、S（Society）、T（Technology）四个方面（简称 PEST 法）对N公司所处的宏观环境进行描述。通过态势分析法S（Strengths）、W（Weaknesses）、 O（Opportunities）、T（Threats）四个方面（简称 SWOT 法）分析得出 N 公司保育园的 优势和劣势以及面临的机会和威胁。通过层次分析法（Analytic Hierarchy Process，简称 AHP），得出业内专业人士对营销组合 7P 关键因素的判断。以此为依据设计消费者选择 托育机构偏好因素调查问卷，通过星问卷网站问卷调查的方式，收集消费者选择托育机 构偏好因素的数据，并进行分析汇总，总结出影响消费者选择托育机构的关键因素明细。 通过实证分析，本文认为 N 公司保育园目标客户流失严重，产品服务多元化，但相 关粘度弱化。价格频繁调整，颇受争议。园区门店数量多，却未充分发挥数量优势。传 统媒体投入过高，网络媒体运营不善。环境配套设施未能满足消费者实际的需求和期望。 工作氛围不佳，员工离职率高。日常运营中部分流程项目混乱无序。并结合消费者选择 托育机构偏好因素的分析结果，针对性的提出了营销策略的优化建议。 希望研究结果对 N 公司保育园的营销方面调整有指导作用，对于后期托育机构创立 及在营销方面运作具有一定的参考价值。 关键词，第三方托育服务；营销策略；调查问卷；AHP 分析II ABSTRACT In recent years, nurseries have developed rapidly in China. Early education centers, nurseries and nurseries have become more familiar and well-known and accepted by consumers. With the liberalization of the two-child policy, the development of nursery institutions is also growing faster and faster in the fast-growing mother and child market. Some private organizations seize this opportunity and rise rapidly. In this paper, with senior experience in the field of childcare, the main business of the international conservation park is the N company Conservation Park as the research object, through case studies. In the case introduction part, this paper first introduces the general situation of N company conservation park. In the case analysis part, using STP marketing strategy theory and 7P theory to analyze the marketing status of N company's conservation park, using PEST model to analyze T company's macro environment, through SWOT analysis, the advantages and disadvantages of N company's conservation park, as well as the opportunities and threats faced. Through analytic hierarchy process (AHP), the key factors of marketing mix 7P are judged by professionals in the industry. Based on this, a consumer questionnaire was designed to collect the data of childcare institutions through the way of questionnaire survey on Star Questionnaire website. With the analysis function of the Star Questionnaire, it summarizes the key factors affecting consumers' choice of which parenting institution. Finally, it gives some suggestions on marketing strategy. Through empirical analysis, this paper argues that the loss of target customers in N company's conservation park is serious, the product and service are diversified, but the relative viscosity is weakened. Frequent price adjustments are controversial. There are many stores in the park, but they do not give full play to their quantitative advantages. Traditional media investment is too high, network media operation is not good. Environmental facilities fail to meet the actual needs and expectations of consumers. The working atmosphere is not good and the turnover rate of employees is high. Daily operations in the middle of the diversion project chaos. Based on the data of consumers' choice factors in choosing nursery institutions, this paper puts forward some suggestions for optimizing marketing strategies. It is hoped that the results of the study will guide the adjustment of the marketing of N company's nursery park, and have a certain reference value for the establishment of nursery institutions and the operation of marketing in the later period. Key words: third care education services; marketing strategy; questionnaire; AHP analysisIII 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表清单..................................................................................................................................VI 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 文献综述 ......................................................................................................................... 2 1.2.1 营销战略和营销组合............................................................................................... 2 1.2.2 服务营销学............................................................................................................... 3 1.2.3 服务营销组合策略（7P 理论）.............................................................................. 4 1.2.4 顾客驱动的营销策略（STP 理论） ....................................................................... 5 1.2.5 托育服务................................................................................................................... 5 1.3 研究方法和研究思路 ..................................................................................................... 6 1.3.1 研究方法................................................................................................................... 6 1.3.2 研究思路................................................................................................................... 7 1.4 技术路线 ......................................................................................................................... 7 第二章 N 公司概况及营销现状..............................................................................................8 2.1 公司概况 ......................................................................................................................... 8 2.1.1 业务组合................................................................................................................... 8 2.1.2 组织架构................................................................................................................. 10 2.2 N 公司保育园的营销现状 ............................................................................................ 11 2.2.1 营销战略 STP 分析 ................................................................................................ 11 2.2.2 服务营销策略 7P 分析........................................................................................... 14 2.3 本章小结 ....................................................................................................................... 19 第三章 N 公司保育园营销环境分析....................................................................................20 3.1 外部环境 ....................................................................................................................... 20 3.1.1 宏观环境（战略环境 PEST 分析）...................................................................... 20IV 3.1.2 行业竞争................................................................................................................. 22 3.1.3 市场需求................................................................................................................. 22 3.2 内部环境 ....................................................................................................................... 23 3.2.1 资源条件................................................................................................................. 23 3.2.2 能力......................................................................................................................... 23 3.3 SWOT 分析 .................................................................................................................... 24 3.3.1 优势......................................................................................................................... 24 3.3.2 劣势......................................................................................................................... 25 3.3.3 机遇......................................................................................................................... 26 3.3.4 威胁......................................................................................................................... 27 3.4 本章小结 ....................................................................................................................... 28 第四章 第三方托育机构消费者偏好分析............................................................................29 4.1 AHP 层次分析法............................................................................................................ 29 4.1.1 方法介绍................................................................................................................. 29 4.1.2 方法选择原则......................................................................................................... 29 4.1.3 方法计算步骤......................................................................................................... 29 4.2 服务营销策略 7P 要素分析 ......................................................................................... 31 4.2.1 产品......................................................................................................................... 31 4.2.2 价格......................................................................................................................... 32 4.2.3 渠道......................................................................................................................... 32 4.2.4 促销......................................................................................................................... 32 4.2.5 有形展示................................................................................................................. 33 4.2.6 人员......................................................................................................................... 33 4.2.7 流程......................................................................................................................... 33 4.3 服务营销策略层次结构模型分析 ............................................................................... 34 4.3.1 服务营销策略层次化模型..................................................................................... 34 4.3.2 服务营销策略层次化业内人士问卷调查............................................................. 35 4.3.3 计算关键要素权重排序......................................................................................... 35 4.4 针对托育机构消费者偏好的问卷调查 ....................................................................... 39 4.4.1 样本与数据概况..................................................................................................... 39V 4.4.2 结果统计分析......................................................................................................... 40 4.4.3 消费者偏好因素总结............................................................................................. 46 4.4 本章小结 ....................................................................................................................... 47 第五章 N 公司保育园服务营销问题成因分析及优化建议................................................48 5.1 服务营销战略问题成因分析及优化建议 ................................................................... 48 5.1.1 市场细分................................................................................................................. 48 5.1.2 目标市场................................................................................................................. 48 5.1.3 市场定位................................................................................................................. 48 5.2 服务营销策略问题成因分析及优化建议 ................................................................... 49 5.2.1 产品......................................................................................................................... 49 5.2.2 价格......................................................................................................................... 51 5.2.3 渠道......................................................................................................................... 53 5.2.4 促销......................................................................................................................... 54 5.2.5 有形展示................................................................................................................. 56 5.2.6 人员......................................................................................................................... 57 5.2.7 流程......................................................................................................................... 57 5.3 本章小结 ....................................................................................................................... 58 结 论........................................................................................................................................59