I 摘要 我国在全球教育市场经济发展的浪潮中，已经进入了知识经济时代。近年来， 随着社会经济的发展和人民生活水平的提高，越来越多的家长开 始重视学前教育。 我国二胎政策的全面开放，教育 + 互联网模式的创新以及《中华人民共和国民办 教育促进法实施条例》的实施，许多学前教育市场的利好条件，给民办幼儿园 发 展提供了巨大的机遇。 各种利好政策既给民办幼儿园带来了机会的同时，也带来了激烈的市场竞争， 如何在众多学前教育机构中脱颖而出，一所民办幼儿园如何高效运作，如 何吸收 目标客户并更大程度的满足目标家长的需求，这是每一所幼儿园需要思考的问题。 树立现代营销思维，提高服务产品质量，运用科学的营销手段，增强幼儿园的市 场竞争 力，是一个值得研究的课题，这对民办幼儿园的发展也具有重要意义。 本文查阅了大量的文献，并通过问卷调查和深度访谈，结合市场营销的理论， 对成都KL蒙特梭利幼儿园进 行了详细的调查研究。首先用PEST分析法，从政治、 经济、社会和技术四方面分析了幼儿园所面临的外部环境；从现有竞争者和潜在 竞争者角度分析了幼儿园所面临的竞争环境 ；并结合自身从办园条件、师资能力、 市场营销能力、行政后勤保障等方面分析了内部环境及存在的问题。利用 SWOT 分析模型，找到幼儿园所面临的威胁和机遇、分析优势和劣 势。在此基础上通过 问卷调查、深度访谈，分析了 KL 蒙特梭利幼儿园的现有目标客户，收集了目前 KL 园在市场营销等方面的问题。在此基础上，通过 STP 分析，对成都市 KL 蒙特 梭利幼儿园的市场进行细分，确定目标客户群，准确地确定幼儿园的市场定位— —明确高端幼儿园的市场地位，采取差异化战略路径，为高收入、高教育水平的 目标人群提 供个性化的高质量教育服务，这样才能在激烈的市场竞争中保持竞争 优势。 最后，提出了幼儿园营销战略组合策略及战略实施的保障条件。 关键词：民办幼儿园，蒙特梭利教育 ，市场营销，营销策略ABSTRACT II ABSTRACT With the development of global education market, China has entered the era of knowledge society. In recent years, more and more parents begin to pose significant attention to preschool education as of the development of social economy and the improvement of people's living standards. Under the joint force of reopening of two child policy background and the innovation of education plus Internet mode as well as the implementation of Regulations of the People's Republic of China on the implementation of the law on the promotion of privately-run education, which are all favorable conditions of the preschool education market, it provides great opportunities for the development of private kindergartens. One coin always has two sides. All kinds of preferential policies bring opportunities to private kindergartens as well as fierce market competition. How to stand out among the great many pre-school education institutions, how to operate private kindergartens efficiently, how to attract target customers, and to meet the needs of target parents to a greater extent, these are the problems faced by every kindergarten. It is of great value to establish modern preschool marketing strategy, improve the quality of educational products, and use scientific marketing means to enhance the market competitiveness of kindergartens, which is also of great significance to the development of private kindergartens in China. By looking into a large number of literature and conducting questionnaire investigation and on one on deep interview, combined with marketing theory, this thesis performed a comprehensive study on Chengdu KL Montessori Kindergarten. Firstly, analyzed the external environment of KL kindergartens from four aspects of politics, economy, society and technology under the PEST analysis method; Secondly, analyzed the competitive environment of KL from the perspectives of existing competitors and potential competitors; Thirdly, analyzed the internal environment of KL, including school running conditions, teacher resources, marketing ability and administrative guarantee by using questionnaire investigation and F2F one on one interview and identified the problems in school marketing. Fourthly, analyzed the threats and opportunities, strengths and weaknesses faced by KL kindergartens by SWOT analysis model; Lastly but not the least, by using STP method, this paper subdivides the marketABSTRACT III of KL Montessori kindergarten, to sort out the targeted customer group, and to accurately determine the market positioning of KL, which is high-end kindergartens, providing differentiated and personalized high-quality education services for customer group with high income and high education level,. It shall also provide the strength and power to survive the competition in private education market. Furthermore, it puts forward the KL marketing combination strategy as well as the guaranty measures of successful marketing strategy implementation. Keywords: Private preschool, Montessori education, Marketing Management, Marketing strategy目录 IV 目 录 第一章 绪 论.................................................................................................................... 1 1.1 研究背景与研究意 义........................................................................................ 1 1.1.1 研究背景 ................................................................................................ 1 1.1.2 研究意义 ................................................................................................ 3 1.2 研究目的与研究方 法........................................................................................ 3 1.2.1 研究目的 ................................................................................................ 3 1.2.2 研究方法 ................................................................................................ 4 1.3 论文框 架............................................................................................................ 5 第二章 营销理论与文献综 述........................................................................................ 7 2.1 营销理论与方 法................................................................................................ 7 2.1.1 STP 理论 ................................................................................................. 7 2.1.2 7PS 营销理 论.......................................................................................... 8 2.1.3 PEST 分 析............................................................................................... 8 2.1.4 SWOT 分 析............................................................................................. 9 2.2 文献综 述............................................................................................................ 9 2.2.1 国外研究现状 ........................................................................................ 9 2.2.2 国内研究现状 ...................................................................................... 10 第三章 成都 KL 蒙特梭利幼儿园的市场营销环境分 析........................................... 12 3.1 成都 KL 蒙特梭利幼儿园概况 ...................................................................... 12 3.2 外部环境分析.................................................................................................. 12 3.2.1 政治环境分析 ...................................................................................... 13 3.2.2 经济环境分析 ...................................................................................... 14 3.2.3 社会环境分析 ...................................................................................... 16 3.2.4 技术环境分析 ...................................................................................... 18 3.3 竞争环境分 析.................................................................................................. 19 3.3.1 成都幼教行业的总况 .......................................................................... 19 3.3.2 现有竞争者分析 .................................................................................. 19 3.3.3 潜在竞争者分析 .................................................................................. 20 3.4 内部环境分 析.................................................................................................. 22 3.4.1 办园条件 .............................................................................................. 22目录 V 3.4.2 师资能力 .............................................................................................. 22 3.4.3 市场营销能力 ...................................................................................... 23 3.4.4 行政后勤保障 ...................................................................................... 24 3.5 SWOT 分析 ...................................................................................................... 26 3.6 本章小 结.......................................................................................................... 30 第四章 成都 KL 蒙特梭利幼儿园客户分析与市场定 位........................................... 31 4.1 问卷设计与发 放.............................................................................................. 31 4.1.1 调研对象和调研方法 .......................................................................... 31 4.1.2 调研内容 .............................................................................................. 31 4.2 问卷调研数据分 析.......................................................................................... 32 4.3 深度访 谈.......................................................................................................... 39 4.3.1 深度访谈内容整理 ............................................................................... 39 4.3.2 深度访谈问题分析 ............................................................................... 40 4.4 幼教市场细 分.................................................................................................. 40 4.4.1 按地理位置细分 .................................................................................. 41 4.4.2 按家庭收入和家长受教育程度细分 .................................................. 41 4.5 目标市场分 析.................................................................................................. 42 4.5.1 目标客户的选择 .................................................................................. 42 4.5.2 目标客户的需求 .................................................................................. 42 4.6 高端目标市场定 位.......................................................................................... 43 4.7 本章小 结.......................................................................................................... 45 第五章 成都 KL 蒙特梭利幼儿园的市场营销战略与 营销策略制定....................... 46 5.1 市场营销组合策略方案设计.......................................................................... 46 5.1.1 产品策 略 .............................................................................................. 46 5.1.2 定价策略 .............................................................................................. 48 5.1.3 渠道策略 .............................................................................................. 48 5.1.4 促销策略 .............................................................................................. 50 5.1.5 人员策略 .............................................................................................. 52 5.1.6 服务策略 .............................................................................................. 54 5.1.7 有形展示策略 ...................................................................................... 54 5.2 KL 幼儿园营销策略实施和保障措施 ............................................................ 54 5.2.1 实施和保障措施 .................................................................................. 55 5.3 本章小 结.......................................................................................................... 56目录 VI 第六章 结论与展 望...................................................................................................... 58 6.1 研究结 论.......................................................................................................... 58 6.2 展 望.................................................................................................................. 59 致 谢............................................................................................................................ 60。。。。。。以下内容略