随着经济一体化进程不断加快，国家对教育越来越重视，尤其是认识到 0-3 岁的早 期教育是人生发展的重要阶段，对其关注程度也已成为当今社会的焦点。许多早期教育 机构应运而生，透过其快速发展的表象，实质上存在许多问题，市场混乱；质量监管不 到位，收费偏高；教师专业文化程度参差不齐；缺乏对家长正确指导，得不到重视等。 那么针对这些问题，如何在激烈的市场竞争中存活下来并持续的健康发展是早教机构的 经营者们不断思考的问题。 本文通过运用用 PEST 分析法及波特五力模型，对创业中的 A 早教公司进行当前所 处的宏观环境和行业环境进行分析，对 A 早教公司创业营销环境进行评估；运用 SWOT 分析 A 早教公司在市场中的竞争力，为 A 早教公司市场营销策略选择进行准备；运用 市场营销 STP 理论进行市场细分，目标市场选择及市场定位分析，确定最终营销策略的 方向; 最后，运用 4PS 营销理论选择出在创业中的 A 早教公司的营销策略。 本文的研究重点有三，一是对 A 早教公司创业中的外部环境分析，帮助 A 早教公 司评估发现市场潜力 ；二是对 A 早教公司的内部环境进行研究，通过对优劣势的分析 及市场定位的分析，选择适合自己的营销策略方向；三是对 A 早教公司产品的特殊性， 设计出自己独特的营销策略组合。 本文的研究成果可以为 A 早教公司在创业过程中遇到的营销瓶颈进行指导，也可以 给对同样困扰的创业者们提供机会选择和实施策略的参考。 关键词，A 早教公司；创业营销；STP 理论；4PS- II - The Research on Marketing Strategy of A Early Education Company in Entrepreneurship Abstract With the accelerating process of economic integration, the state attaches more and more importance to education, especially the early education of 0-3 years old has been recognized as an important stage of life development, and the degree of attention has become the focus of society. Many early education institutions have emerged at the historic moment. Through their rapid development, there are essentially many problems: market chaos; inadequate quality supervision, high fees; uneven professional and educational level of teachers; lack of correct guidance to parents, lack of attention and so on. In view of these problems, how to survive in the fierce market competition and continue to develop healthily is the problem that the operators of early education institutions constantly think about. This paper uses PEST analysis method and Porter's Five Forces Model to analyze the macro-environment and industry environment of A Early Education Company, and evaluate the marketing environment of A Early Education Company. SWOT analysis is used to analyze the competitiveness of A Early Education Company in the market, so as to prepare for the selection of marketing strategy of A Early Education Company. Firstly, the final marketing strategy is determined by market segmentation, target market selection and market positioning analysis. Finally, the marketing strategy of A Early Education Company is selected by using 4P marketing theory. This paper focuses on three aspects: first, to analyze the external environment of A early education company in its entrepreneurship, to help A early education company to evaluate and discover market potential; second, to study the internal environment of A early education company, through the analysis of advantages and disadvantages and market positioning, to choose the marketing strategy suitable for itself; third, to design its own unique marketing for the product particularity of A early education company Strategy mix. The results of this study can guide the marketing bottlenecks encountered by A Early Education Company in the process of entrepreneurship, and also provide opportunities for entrepreneurs who are equally troubled to choose and implement strategies for reference. Key Words， A Early Education Company; Venture Marketing; STP ; 4PS- III - 目 录 摘要.............................................................................................................................I Abstract............................................................................................................................. II 1 绪 论............................................................................................................................1 1.1 研究背景及意义...............................................................................................1 1.1.1 研究背景................................................................................................1 1.1.2 研究意义................................................................................................2 1.2 研究思路及主要方法.......................................................................................2 1.2.1 研究思路及技术路线............................................................................2 1.2.2 研究方法................................................................................................3 2 相关文献综述..............................................................................................................5 2.1 创业及创业营销...............................................................................................5 2.1.1 创业的概念界定....................................................................................5 2.1.2 创业过程................................................................................................6 2.1.3 创业营销................................................................................................6 2.2 营销理论...........................................................................................................7 2.2.1 STP 营销理论........................................................................................7 2.2.2 4Ps 营销组合理论.................................................................................9 3 A 早教公司外部创业环境分析................................................................................10 3.1 A 早教公司宏观环境分析.............................................................................10 3.1.1 政治因素分析......................................................................................10 3.1.2 经济环境因素分析..............................................................................11 3.1.3 社会文化因素分析..............................................................................12 3.1.4 技术环境因素分析..............................................................................12 3.2 A 早教公司竞争环境分析.............................................................................12 3.2.1 新进入者的威胁..................................................................................13 3.2.2 替代品的威胁......................................................................................14 3.2.3 供应商议价能力..................................................................................14 3.2.4 顾客的议价能力..................................................................................15 3.2.5 现有竞争者分析..................................................................................15 4 A 早教公司内部创业环境分析................................................................................18 4.1 A 早教公司基本情况及主要业务介绍.........................................................18- IV - 4.1.1 A 早教公司基本情况..........................................................................18 4.1.2 A 早教公司主要业务介绍..................................................................19 4.2 A 早教公司创业中存在的问题.....................................................................20 4.2.1 课程设置同质化严重 定价随意........................................................20 4.2.2 管理能力..............................................................................................22 4.2.3 营销能力..............................................................................................22 4.3 A 早教公司创业营销 SWOT 分析................................................................23 4.3.1 A 早教公司优势分析..........................................................................23 4.3.2 A 早教公司劣势分析..........................................................................24 4.3.3 A 早教公司机会分析..........................................................................25 4.3.4 A 早教公司威胁分析..........................................................................26 4.4 A 早教公司创业营销 STP 分析....................................................................26 4.4.1 A 早教公司市场细分..........................................................................26 4.4.2 A 早教公司目标市场选择..................................................................27 4.4.3 A 早教公司市场定位..........................................................................27 5 A 早教公司创业营销组合策略................................................................................29 5.1 产品策略.........................................................................................................29 5.1.1 核心课程+全脑拓展............................................................................29 5.1.2 定制产品+高端课程管家服务............................................................31 5.1.3 发展延伸产品......................................................................................33 5.2 价格策略.........................................................................................................33 5.2.1 分产品阶梯化定价..............................................................................33 5.2.2 随心版产品多变定价策略..................................................................34 5.3 渠道策略.........................................................................................................35 5.3.1 传统营销渠道......................................................................................35 5.3.2 网络新渠道..........................................................................................36 5.4 促销策略.........................................................................................................37 6 A 早教公司创业营销实施保障................................................................................39 6.1 组织机构优化.................................................................................................39 6.2 建立专业高素质的早教营销团队.................................................................40 6.3 强化师资队伍.................................................................................................41 6.4 资金保障.........................................................................................................41- V - 6.5 服务环境保障.................................................................................................42 结 论..........................................................................................................................43