I 摘要 随着我国教育改革的深入推进，教育产业结构已经发生了巨大的改变，民办 教育越来越兴旺。与此同时，我国人民的教育理念也在发生变化，对于学前教育 越来越重视。作为学前教育的主要机构，幼儿园是当前家长的重点关注对象。目 前幼儿园的数量越来越多，无论是民办幼教机构，还是公办幼儿园，都面临着较 为激烈的竞争。另一方面，我国教育改革政策在激发民办与公办教育的办学热情 的同时，要求办学质量不断提高。在这种环境下，如何成为行业的前部企业，如 何高效的运营管理，如何更好的满足消费者的实际需求，是每个幼儿园都要考虑 的问题。特别是，当前国内各类幼教品牌全球化趋势越来越明显，教育机构不仅 要关注上述运作问题，而且对品牌建设也应该给予足够重视。因此，不管是公办 还是民办幼儿园，若想要发展壮大，都需要建立起一个契合自身特点的营销策略， 这也是解决目前面临问题的主要对策。 YD 幼儿园隶属于诺亚舟教育集团，是位于成都市的全日制民办幼儿园。自成 立以来，各园所的招生人数逐年增长，经济效益日渐提升。但由于宣传力度不够， 对于 YD 幼儿园而言，无论是现有园所或是未来新建园区，在营销体系上都有不 足。更为重要的是，园所同时也面临着激烈的同行业竞争和客户对幼儿园认知度 不高等问题及挑战。因此，有必要为 YD 幼儿园构建一套系统的营销策略，从而 取得产品以及市场优势。 综上，本文对 YD 幼儿园的营销策略进行了研究。首先分析了幼儿园所处的 市场环境，从政治、经济、社会以及技术层面分析了宏观环境，对未来成都幼儿 园的入园需求、普惠幼儿园及民办园的政策支持方向、教职工缺口等涉及幼儿园 发展的外部影响因素进行了详细分析；与此同时，对行业的中观环境，研究了成 都市人口的增量及经济环境情况，以及目前成都市幼儿园的发展情况、师资水平、 圈层分布、办学情况等。然后，通过问卷调研结果，结合幼儿园区域客户潜力， 对成都 YD 幼儿园客户分析以及目前存在的营销问题进行了分析。基于 SWOT 分 析，确定了市场定位、目标客户，明确了 YD 幼儿园要以满足消费者多样化需求 为原则制定营销方案。最后，在对 YD 幼儿园现状及市场分析的基础上，从产品、 价格、渠道以及促销策略等维度给出了相应的营销策略，并建立了 YD 幼儿园在 成长阶段以及成熟阶段的品牌营销策略以及营销策略的保障措施。本研究将传统 营销管理理论应用于 YD 幼儿园的实际运营中，将有助于改善 YD 幼儿园的营销现摘要 II 状，也可以为其他的幼儿园营销研究或教育系统营销研究提供一定参考或借鉴。 关键词，幼儿园；市场营销；市场定位；4P 理论ABSTRACT III ABSTRACT With the advancement of national education reform, the education industry structure has been greatly changed and the private education becomes more and more prosperous. Meanwhile, people's education concept has undergone great change and more attention is paid to preschool education. Kindergarten, as the carrier of preschool education, is deeply concerned by parents. At present, the number of kindergartens is increasing. Whether for private or public kindergarten, the competition is more fierce. Additionally, the national education reform policies arouse great passion of private and public education to improve the education quality. Under such circumstance, every kindergarten must consider how to be at the top of the industry, how to operate and manage efficiently, and how to better meet the customers’ requirements. At present, all kinds of preschool education brands in China tend to be globalized, and educational institutions should pay enough attention to brand building. Therefore, whether public or private kindergartens planning to become bigger and stronger, must establish a marketing strategy suitable for their own characteristics, which is a main solution to current problems. YD Kindergarten, which belongs to Noah Education Group, is a full-time private kindergarten in Chengdu. Since its establishment, the number of students enrolled has increased year by year, and the economic benefits have been increasing day by day. But at the same time, the kindergarten is also facing great challenges: fierce competition in its industry, customers' low recognition of the kindergarten, parents' requirements for high-quality teaching and service, etc. Due to the lack of publicity, for YD kindergarten, whether the existing kindergarten or the new ones in the future, its marketing system shall be improved. Therefore, it’s necessary for YD kindergarten to build a systematic marketing strategy, thus to get product and market advantages. In summary, this thesis studies the marketing strategy of YD kindergarten. First of all, this thesis analyzes the market environment, analyzes the macro environment from the political, economic, social and technical levels, and analyzes the meso environment faced by YD kindergarten from the perspective of the situation of teachers and running schools in Chengdu kindergartens; then, based on the questionnaire survey data ofABSTRACT IV parents around YD kindergarten, the target customers and market positioning are identified; finally, according to the target and market positioning, based on the product, price, place and promotion, YD kindergarten marketing strategy and supporting measures are made. Key words: Kindergarten; Marketing; Market Positioning; 4Ps Theory目录 V 目录 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 研究目的与方法................................................................................................2 1.2.1 研究目的.................................................................................................2 1.2.2 研究方法.................................................................................................3 1.3 研究内容与框架................................................................................................3 1.3.1 研究内容.................................................................................................3 1.3.2 研究框架.................................................................................................4 第二章 相关理论与研究方法.........................................................................................5 2.1 研究现状............................................................................................................5 2.1.1 国外研究现状.........................................................................................5 2.1.2 国内研究现状.........................................................................................6 2.2 相关理论与方法................................................................................................8 2.2.1 STP 理论.................................................................................................. 8 2.2.2 PEST 分析................................................................................................9 2.2.3 SWOT 分析............................................................................................10 2.2.4 4Ps 营销理论......................................................................................... 10 第三章 成都 YD 幼儿园市场环境分析..................................................................... 12 3.1 YD 幼儿园概况.................................................................................................12 3.2 宏观环境分析..................................................................................................12 3.2.1 政治环境分析.......................................................................................12 3.2.2 经济环境分析.......................................................................................15 3.2.3 社会环境分析.......................................................................................17 3.2.4 技术环境分析.......................................................................................19 3.2.5 宏观环境分析小结................................................................................20 3.3 中观行业环境分析..........................................................................................20目录 VI 3.3.1 成都市幼儿园发展现状.......................................................................20 3.3.2 成都市幼儿园竞争环境分析...............................................................23 3.4 成都市幼儿园市场发展趋势分析..................................................................27 3.4.1 市场需求...............................................................................................28 3.4.2 发展趋势...............................................................................................29 3.5 本章小结..........................................................................................................30 第四章 成都 YD 幼儿园客户分析与市场定位........................................................... 32 4.1 问卷设计与发放..............................................................................................32 4.2 问卷调研统计分析..........................................................................................32 4.3 问卷调研结论..................................................................................................36 4.4 成都市 YD 幼儿园市场定位.......................................................................... 37 4.4.1 SWOT 分析............................................................................................37 4.4.2 市场定位...............................................................................................38 4.4 本章小结..........................................................................................................39 第五章 成都 YD 幼儿园营销策略设计....................................................................... 40 5.1 YD 幼儿园营销策略设计原则.........................................................................40 5.1.1 总体原则与目标...................................................................................40 5.1.2 营销战略选择.......................................................................................40 5.2 4P 营销策略设计..............................................................................................41 5.2.1 产品策略...............................................................................................41 5.2.2 价格策略...............................................................................................43 5.2.3 渠道策略...............................................................................................44 5.2.4 促销策略...............................................................................................46 5.3 品牌营销策略设计..........................................................................................47 5.3.1 品牌成长阶段战略...............................................................................47 5.3.2 品牌成熟阶段战略...............................................................................48 5.4 YD 幼儿园营销保障措施.................................................................................49 5.5 本章小结..........................................................................................................51 第六章 结束语...............................................................................................................53 6.1 研究结论..........................................................................................................53 6.2 研究不足之处与下一步研究方向..................................................................54 致谢.................................................................................................................................55