目前，在中国 3-14 岁儿童约有 2.3 亿，占总人口的 22.89％。每年新生婴儿大约有 2000 多万人。庞大的基数、稳定的增长，奠定了中国儿童教育市场坚实的客户基础。据 国家统计局的统计数字，中国家庭最大的支出为教育支出，中国家庭子女教育的支出比 重接近于家庭总收入的三分之一，城市家庭教育占家庭消费的 65.5%，有 56.5%的家长 把孩子教育投资列在首位。依广州为例，被调查家庭每月平均在孩子身上花费的费用均 值为 2648.29 元。同时中国父母都有望子成龙、望女成凤的心理，希望给孩子创造完美 无缺的教育环境，发誓不让孩子输在起跑线上，所以儿童教育市场前景就非常广阔。 本文在对中国儿童教育行业的市场情况进行分析的基础上了，对广州市儿童教育市 场与儿童教育机构的近况进行了了分析，继而对顾客的消费行为与教育机构从业人员的 特点进行了分析，通过这些情况的了解，才能把握好进入市场的机遇与挑战。选择一个 最有竞争力的品牌来经营，是成功创办儿童教育机构的坚实基石，找到一个最佳的经营 场所，将为儿童教育机构的发展确定了一个正确的方向。本文在品牌选择与店面选择方 面做了详尽的描述，选择了儿童乐高科技教育这一细分市场，再选择儿童乐高教育业内 最好的上海 BB88 品牌，在天河北御晖苑首层选址经营。 有了良好的基石与正确的方向后，要充分地认识自我，适应环境。本文运用 PEST 和波特五力竞争模型分析进行了外部环境与行业环境分析，从政治（Political）、经济 (Economic)、社会(Social)和技术（Technological）的角度了解对儿童教育行业的利弊； 用波特五力模型分析准入市场的竞争环境，充分的认识市场，做好准入的准备。接着运 用 SWOT 模型进行了内部环境分析，清晰地认识自身的优势、劣势，以便在经营过程 中扬长避短，快速地开展业务，同时要了解潜在的机会和威胁，充分地把握机遇，在市 场的浪潮中不断前进。 知己知彼之后，制定相应的市场营销策略，才能在市场中战斗。要不断的自我完善， 才能保持旺盛的竞争力与盈利能力。ZL 乐高科技中心在开业前就做了广泛的宣传，如 随报纸一起投送宣传单；幼儿园、小学放学期间，派人员到校门口派发开业优惠券等， 并制定了完整的促销策略；价格方面，我们不打价格战，通过客户带孩子来中心免费体 验，强调客户价值和高品质的优质服务；另外，与地处同一路段的全优 0-3 岁儿童早教 中心联盟，联合进行地面推广，资源共享，优势互补，同时对其毕业学员给予相应优惠 措施，争取其高质量的顾客；最后，制定完善的售前、售中和售后三方面的服务策略，II 力求来一个顾客就留住一个顾客，让业绩稳步提升。 在 ZL 乐高科技中心的经营管理上，以“让我们的孩子更健康、更智慧、更快乐” 的服务宗旨，通过专业培训，打造一支服务意识强、专业素质高的教师队伍。在架构上 采取简单的垂直式管理，分为管理人员、老师和前台行政两个层次。中心经理是在多家 儿童早教机构担任过管理工作，对广州儿童早教市场非常了解，对客户服务有着在深刻 的理解。乐高老师都是专业院校教育学或学前教育毕业，有良好的理论基础，加上上海 总部的专业培训和后期的教学演练，都成长为合格的乐高幼儿老师。 在人力资源管理方面，建立起完善的制度，包括薪酬管理制度、岗位设置及岗位描 述、人员招聘与培训计划、绩效评估流程与制度、激励制度与福利制度等。 最后，通过对创办广州 ZL 乐高科技中心的资金来源和规划，并在此基础上进行了 成本收入预测和投资指标分析（净现值 NPV、动态投资回收期 T、内部收益 IRR、盈亏 平衡分析）。并从不同的角度进行风险分析，制定了相应的风险应对方案。在整个儿童 教育行业的良好发展前景与儿童教育行业整体高利润的情况下，有效地控制相应的风 险，创办 ZL 乐高科技中心是可行的。 关键词，乐高；儿童科技教育；顾客；销售III ABSTRACT At present, about 230 million children 3-14 years old in China, accounting for 22.89% of the population. Newborn babies each year about 20 million people. Huge base, steady growth and has laid a solid customer base of children's education market in China. According to the National Bureau of Statistics, Chinese families, the largest expenditures for education spending, Chinese families, their children's education spending accounted for close to one-third of the total household income, education of urban households accounted for 65.5% of household consumption, 56.5% of parent’s investment in children's education out in the first place. According to Guangzhou, for example, the surveyed average monthly household spend in their children cost an average of 2648.29 yuan. Chinese parents have expectations for their children, hope the daughters phoenixes psychological, to create the perfect educational environment to children, and vowed to keep the kids lose at the starting line, so the children's education is very broad market prospects. On the basis of analyzing the market conditions of the children's education industry in China, Guangzhou children's education market and children's educational institutions in recent analysis, followed by analysis of consumer behavior and the characteristics of employees of educational institutions understanding of the situation, in order to grasp the good opportunities and challenges of entering the market. Select one of the most competitive brand management, is a solid cornerstone for the successful establishment of children's educational institutions, to find the best place of business, will be the development of children's educational institutions to determine the right direction. Detailed description of brand choice and store selection, select a high-tech education in children's music in this market segment, and then select the high education of the children's music industry best BB88 brand, the first floor in the days of Hebei Yu Hui Yuan election Address business. With the cornerstone of good in the right direction to fully realize self-adaptation to the environment. In this paper, PEST and Porter Five Forces competitive model analysis of the external environment and industry environment, from politics (Political), economy (Economic), social (Social) and technology (Technological) perspectives on the pros and cons of child education sector; Porter's five forces model analysis of the competitive environment of market access, a full understanding of the market do a good job access preparation. Internal environmental analysis, and then using the SWOT model clearly recognize their own strengths, weaknesses, in order to avoid weaknesses in the course of business, the business quickly, to understand the potential opportunities and threats, to fully grasp the opportunity inIV the market wave to continue moving forward. Know ourselves and to develop appropriate marketing strategies in order to battle in the market. Continuous self-improvement, in order to maintain strong competitiveness and profitability. ZL Yue high-tech center at the opening to do a wide range of publicity leaflets, such as together with the newspaper delivery; kindergarten, primary school, sent officers to the school gate distribute opened coupons, and to develop a complete promotional strategy; price We do not compete on price, free trial customers to bring their children to center the emphasis on customer value and high quality services; In addition, all gifted children 0-3 years old and is located in the same section of the Early Education Center Alliance, a joint ground promotion , resource sharing, complementary advantages, and its graduates to give appropriate preferential measures to fight for its high quality customer; well-developed pre-sale and after-sale service strategy for a customer, and strive to retain a customers, the performance steadily improved! ZL Yue management of high-tech center, Let our children healthier, smarter, happier Principle of service, professional training, to create a strong sense of service and high professional quality of teachers. Simple vertical management is divided into two levels of administrators, teachers and front administrative structure. The center manager, served as the management of early childhood institutions in the number of children, is well aware of children's early education market in Guangzhou, in a profound understanding of customer service. LEGO teachers are professional institutions education or pre-school graduation, have a good theoretical basis, together with the Shanghai headquarters of the professional training and post-teaching exercises, which have grown into qualified Lego child care teachers. Establish a sound system in the human resources management, including compensation management system, job setup and job