在研究过程中,本文主要是以“33 度婴幼儿游泳训练馆石家庄中心”为实证分析
案例,以 STP 营销理论、市场营销组合策略理论为指导,结合中心的实际情况,对中心进
行一个准确的市场定位，并对后续的市场营销战略进行分析并提出意见和建议，拿出
具体的执行方案，通过理论联系实际完成本文的研究工作。33 度婴幼儿游泳训练馆作
为国内首家专业从事婴幼儿水中早教的机构，与国内类似机构相比无论市场占有率还
是品牌竞争力方面均处于领先地位，但是面临越来越多的国外类似机构进入中国市
场，经营压力不断加大，迫切需要通过系统的市场营销战略的制定及实施来与之抗
衡。希望通过以上的研究，能把握中心的市场定位，发展战略,培育核心竞争力,在市
场竞争中不断发展壮大，也希望能对中国的早教行业的健康发展起到借鉴作用
论文主要分四大部分。第一部分介绍我国现在早教市场营销发展现状；第二部分
对 33 度婴幼儿游泳训练馆石家庄中心进行介绍及市场分析定位；第三部分在分析的基
础上，制定营销战略并落地实施，第四部分则是根据实施情况，进行总结反思并提出
意见
关键词 早教机构 市场营销战略 市场营销组合策略Abstract
II
Abstract
Each province in China has nearly 7 million infants 0 to 6 years of age,with an average
of 600 thousand infants in each city, and the population of our country has more than 1.3
billion, with the birth rate in a 12‰ eight years in a row. The huge population base and the
stable growth factors have made golden early education market. In the 60s and 70s of the last
century, the developed countries such as Britain and America have already promulgated a
series of laws and regulations to standardize early education market. Even Japan, in the 50s of
the last century, enacted the relevant laws and regulations. But the early childhood education
introduced to our country is not so long. Since 2000, our country has emerged the first infant
education institutions and the infant education institutions have been lack the relevant laws
and regulations to regulate. So the operation of early childhood education institutions has
been groped in exploring stage, and some of them lack systemic marketing ideas. Even some
early childhood education institutions do not have marketing thinking, and lack the
combination of theory and practice of the application of marketing strategies and marketing
methods. This thesis mainly focuses on the research of the marketing strategy of early
childhood education institutions.
In the process of research, this paper mainly based on 33 degree infants swimming
training center in Shijiazhuang case for empirical analysis, with the STP marketing theory,
marketing mix strategy theory as the guidance, and according to the actual situation of 33
degree infants swimming training center, an accurate market positioning for it, and put
forward some suggestions based on the analysis of marketing management strategy. At the
same time, through the combination of theory and practice to complete the work of this paper,
and come up with specific implementation plans. 33 degree infants swimming training center
as the first domestic professional in infants early childhood education institutions in water, in
a leading position in terms of market share and brand competitiveness. But facing more and
more foreign similar agencies to enter the Chinese market, the operating pressure increasing,
it is urgent to contend with the system of marketing strategy formulation and implementation
to compete with them. Hope through the above study, we can grasp the center of market
positioning, development strategy, cultivate the core competitiveness, and become stronger in
market competition. At the same time, also hope it will be used for reference in the healthyAbstract
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development of China&39;s early childhood education industry.
This paper is divided into four parts. The first part introduces the current situation of the
development of early childhood education market in our country. The second part is the
introduction and analysis of market positioning of 33 degree infants swimming training center
in Shijiazhuang. The third part is based on the analysis of the formulation and implementation
of marketing strategy. The fourth part is the summary and reflection of the actual situation.
Key words early education institutions, marketing strategy, marketing mix strategy目 录
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目 录
第 1 章 引言·1
1.1 研究背景· 1
1.2 研究意义·· 3
1.3 研究内容研究思路与研究方法 3
1.3.1 研究内容3
1.3.2 研究思路4
1.3.3 研究方法4
第 2 章 相关理论··6
2.1 市场营销战略（STP） ·· 6
2.1.1 市场细分6
2.1.2 目标市场7
2.1.3 市场定位7
2.2 市场营销组合策略（4P 理论）8
2.2.1 产品要素 · 8
2.2.2 价格要素 · 9
2.2.3 渠道要素 · 9
。。。以上简介无排版格式，详细内容请下载查看
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