1 分类号，F272.3 学校代码，10697 密 级，公开 学 号，201732049 硕士专业学位论文 Dissertation for the Professional Degree of Master PPL 早教中心市场营销策略改进方案研究 学科名称，工商管理 专业学位类别，工商管理硕士 作者，郭飞燕 指导老师: 林建华 副教授 西北大学学位评定委员会 二○一九年西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校 有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许 论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内 容编入有关数据库进行检索，可以采用影印、缩印或扫描等复制手段保存 和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论 文收录到《中国学位论文全文数据库》或其它相关数据库。 保密论文待解密后适用本声明。 学位论文作者签名， 指导教师签名， 2019 年 5 月 25 日 2019 年 5 月 25 日 --------------------------------------------------------- 西北大学学位论文独创性声明 本人声明，所呈交的学位论文是本人在导师指导下进行的研究工作及 取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本 论文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大 学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对 本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名， 2019 年 5 月 25 日摘要 I 摘要 我国早教行业发展至今已有约二十年时间，随着国内家长育儿知识的丰富以及国 家相关政策的出台，我国早教市场开始逐渐走向专业化、规范化道路。市场规范进程 中，消费者购买产品不再盲目，而是越来越理性，不专业的早教机构就势必面临淘 汰。PPL 早教中心是一家私人投资、加盟某品牌的早教机构，已经在西安市运营两年 多时间，但在市场营销方面一直比较薄弱。因此，想要在激烈的市场竞争中始终占据 一席之地，PPL早教中心就必须尽快调整其市场营销策略。 本文以市场营销相关理论为指导，首先对 PPL 早教中心营销环境进行分析，并从 产品、价格、促销、渠道四方面对其现有营销现状进行分析。其次，对 PPL 早教中心 部分会员家长展开问卷调查，根据调查结果，有针对性地设计访谈提纲，通过与 PPL 早教中心经营者及 20 位会员家长的访谈，进一步了解经营者困惑及会员家长真实感 受，对提及问题进行汇总梳理，并对产生问题原因展开深入分析。再次，通过对 PPL 早教中心内部优劣势及市场机会、威胁的正确认识，结合 PPL 早教中心的 SWOT、 STP 分析结果，为其选择合适的市场战略及目标市场。此外，以 7Ps 营销理论为依 据，从产品、价格、促销、策略、人员、有形展示及过程七大内容出发，为其设计相 应的市场营销策略改进方案。最后，从制度、资金、人员、服务四方面提供保障，确 保 PPL早教中心市场营销策略改进方案能够顺利实施。 本文对 PPL 早教中心提出的改进方案，对 PPL 早教中心规范化发展具有重要意 义，也将对国内类似规模较小的早教机构提供一定的参考和借鉴意义。 关键词，早教；市场营销；营销策略；改进西北大学硕士学位论文 II ABSTRACT China's early education industry has been developing for about 20 years now. With the rich parenting knowledge of domestic parents and the introduction of relevant national policies, China's early education market starts to gradually move towards specialization and standardization. As the market becomes more standardized and consumers become more rational, unprofessional early education agencies are bound to face elimination. PPL early education center is an early education institution with private investment and a certain brand. It has been operating in xi 'an for more than two years, but it has been weak in marketing. Therefore, To occupy dominant position in the environment of the fierce competition, PPL early education center must adjust its marketing strategy as soon as possible. Guided by relevant marketing theories, this paper first analyzes the marketing environment of PPL early education center, and analyzes its current marketing situation from the perspectives of product, price, promotion and channel. Secondly, part of development center for PPL member parents take questionnaire survey, according to the survey, interview outline is pertinently designed, with the development center for PPL operators and 20 members parent interviews, to further understand the operators and their feel puzzled about mentioned problem collecting and combing, and in-depth analysis to cause problems. Thirdly, by correctly understanding the internal strengths and weaknesses, market opportunities and threats of PPL, and combining the analysis results of SWOT and STP, the appropriate market strategy and target market are selected for PPL. In addition, based on the 7Ps marketing theory, the corresponding marketing strategy improvement scheme is designed from seven aspects including product, price, promotion, strategy, personnel, visible display and process. Finally, guarantee is provided from the aspects of system, capital, personnel and service to ensure the smooth implementation of the marketing strategy improvement plan of PPL. The improvement plan proposed in this paper for PPL early education center is of great significance to the standardized development, and will also provide certain reference and reference significance for similar and small early education institutions in China. Key words: early education， Marketing， Marketing strategy，Improve目 录 III 目 录 摘要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 目 录........................................................................................................................................III 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 研究内容及框架...............................................................................................................2 1.3 研究思路及方法...............................................................................................................3 1.3.1 研究思路....................................................................................................................3 1.3.2 研究方法....................................................................................................................4 1.4 本文创新之处...................................................................................................................4 第二章 相关理论基础...............................................................................................................5 2.1 市场营销定义...................................................................................................................5 2.2 市场营销相关理论基础...................................................................................................5 2.2.1 SWOT 分析法............................................................................................................5 2.2.2 STP 分析理论 ............................................................................................................6 2.2.3 7Ps 营销理论 .............................................................................................................7 第三章 PPL早教中心营销现状分析 ....................................................................................10 3.1 PPL 早教中心概况 .........................................................................................................10 3.2 PPL 早教中心营销环境分析 .........................................................................................10 3.2.1 早教行业现状分析..................................................................................................11 3.2.2 消费者决策行为分析 ..............................................................................................11 3.2.3 顾客议价能力分析 ..................................................................................................12 3.2.4 同行业竞争分析......................................................................................................12 3.2.5 替代产品威胁分析 ..................................................................................................13 3.3 PPL 早教中心市场营销现状分析 .................................................................................14西北大学硕士学位论文 IV 3.3.1 PPL 早教中心产品设置及服务现状...................................................................... 14 3.3.2 PPL 早教中心产品价格现状.................................................................................. 16 3.3.3 PPL 早教中心产品促销现状.................................................................................. 16 3.3.4 PPL 早教中心营销渠道现状.................................................................................. 17 3.4 问卷、访谈调查的设计与实施 .................................................................................... 17 3.4.1 问卷调查 ................................................................................................................. 18 3.4.2 访谈调查 ................................................................................................................. 19 3.5 PPL 早教中心市场营销策略存在问题分析 ................................................................ 20 3.5.1 客户服务满意度不高 ............................................................................................. 20 3.5.2 满期客户续签率低 ................................................................................................. 20 3.5.3 经营收入增长有限 ................................................................................................. 20 3.5.4 增值服务吸引力不足 ............................................................................................. 20 3.6 PPL 早教中心市场营销策略存在问题成因分析 ........................................................ 21 3.6.1 员工营销服务意识较差 ......................................................................................... 21 3.6.2 产品质量不高 ......................................................................................................... 22 3.6.3 价格政策不合理 ..................................................................................................... 23 3.6.4 营销渠道比较单一 ................................................................................................. 23 3.6.5 沟通、反馈渠道不完善 ......................................................................................... 23 第四章 PPL早教中心 SWOT 分析及 STP 分析................................................................... 25 4.1 PPL 早教中心 SWOT 分析 ........................................................................................... 25 4.1.1 PPL 早教中心优势分析.......................................................................................... 25 4.1.2 PPL 早教中心劣势分析.......................................................................................... 26 4.1.3 PPL 早教中心机会分析.......................................................................................... 27 4.1.4 PPL 早教中心威胁分析.......................................................................................... 28 4.1.5 PPL 早教中心 SWOT 矩阵分析及营销策略选择................................................. 29 4.2 PPL 早教中心 STP 分析................................................................................................ 30 4.2.1 PPL 早教中心市场细分.......................................................................................... 30 4.2.2 PPL 早教中心目标市场.......................................................................................... 30 4.2.3 PPL 早教中心市场定位.......................................................................................... 31 第五章 PPL早教中心市场营销策略改进方案.................................................................... 32目 录 V 5.1 PPL 早教中心高品质产品策略 .....................................................................................32 5.1.1 优化课程结构 ..........................................................................................................32 5.1.2 打造个性化、定制化课程 ......................................................................................33 5.1.3 提供丰富的增值服务 ..............................................................................................33 5.1.4 提高教师专业素质..................................................................................................33 5.2 PPL 早教中心合理的价格策略 .....................................................................................33 5.2.1 习惯性定价..............................................................................................................34 5.2.2 时间差异化定价......................................................................................................34 5.2.3 渠道差异化定价......................................................................................................34 5.3 PPL 早教中心多样化促销策略 .....................................................................................34 5.3.1 价格促销规范化 ......................................................................................................34 5.3.2 推式、拉式促销齐头并进......................................................................................35 5.3.3 免息分期付款促销 ..................................................................................................35 5.4 PPL 早教中心多方位的渠道策略 .................................................................................35 5.4.1 开拓互利共赢的口碑推荐模式..............................................................................36 5.4.2 开展高质量的营销体验活动 ..................................................................................36 5.4.3 扩大异业联盟合作范围..........................................................................................36 5.4.4 开拓网络推广渠道..................................................................................................36 5.5 PPL 早教中心人本策略 .................................................................................................37 5.5.1 PPL 早教中心以客户为本 ......................................................................................37 5.5.2 PPL 早教中心以员工为本 ......................................................................................37 5.6 PPL 早教中心优化有形展示策略 .................................................................................37 5.7 PPL 早教中心过程标准化策略 .....................................................................................38 第六章 PPL早教中心市场营销策略改进方案实施的保障措施 .........................................39 6.1 PPL 早教中心制度保障 .................................................................................................39 6.1.1 完善的行政管理制度..............................................................................................39 6.1.2 有效的绩效考核制度..............................................................................................39 6.2 PPL 早教中心资金保障 .................................................................................................40 6.2.1 加大人才培养资金投入..........................................................................................40 6.2.2 市场营销专项资金合理使用..................................................................................40西北大学硕士学位论文 VI 6.3PPL 早教中心人才保障 ................................................................................................. 40 6.3.1 培养专业的教师队伍.............................................................................................. 40 6.3.2 打造高效的营销团队.............................................................................................. 40 6.3.3 畅通职业成长通道 ................................................................................................. 41 6.4PPL 早教中心服务保障 ................................................................................................. 41 6.4.1 提高员工服务意识 ................................................................................................. 41 6.4.2 服务流程标准化 ..................................................................................................... 41 6.4.3 畅通意见建议反馈渠道 ......................................................................................... 41 第七章 结论与展望................................................................................................................. 42 7.1 结论 ................................................................................................................................ 42 7.2 局限性 ............................................................................................................................ 42 7.3 展望 ................................................................................................................................ 43