I 摘要 当前，随着社会经济的发展和人民生活水平的提高，国民愈发认识到教育 的重要性，尤其对幼儿教育非常重视，许多家庭都会在幼儿教育方面花费大量 的精力。从国家层面看，国家持续加大了对教育的扶持力度，持续采取措施完 善我国的学前教育体系，重视改善幼儿的成长环境。在这样的背景下，我国的 早教产业蓬勃发展，无论是国内的早教机构还是国外的早教品牌，在各大城市 随处可见。早教市场在不断发展的过程中，竞争也越来越激烈，如何巩固自身 品牌实力、扩大早教市场占有率，成了很多早教机构面临的迫切任务。尤其是 一些国际知名的早教品牌，尽管其教育理念先进、课程体系丰富，但由于众多 的国内早教机构的加入，国际早教企业如果不及时结合各地实际调整和优化营 销理念，制定科学的营销策略，那么就很难满足当地消费者对早教的需求，也 很难在市场竞争中获得明显竞争优势。 本文以小马快跑昆明学校为研究对象，以营销策略为研究主题，在介绍市 场营销相关理论和早教机构营销策略研究现状的基础上，系统分析了小马快跑 国际早教的营销现状和营销环境，优化设计了小马快跑国际早教的营销策略， 并提出了小马快跑国际早教营销策略的保障措施。通过研究，论文依据7Ps等 理论，提出了小马快跑国际早教的营销策略，可以围绕七个方面进行设计：产 品策略方面，要坚持促进幼儿快乐成长的产品理念，优化课程结构、打造个性 化课程，打造优秀团队、提供丰富的增值服务；价格策略方面，可以综合采取 时间差异化定价、渠道差异化定价、比照同业定价等策略；渠道策略方面，采 取拓展渠道合作伙伴、拓宽线上推广渠道、开展口碑营销和营销体验活动、加 强营销渠道管理等策略；促销策略方面，可以采取线上新媒体营销、线下体验 式营销、免息分期付款促销等策略；服务营销策略方面，人员策略可以采取强 化员工的服务意识、完善人才晋升机制、强化职业培训等策略，有形展示策略 可以采取改进VI设计、设置特色化的学校设备实施等策略，服务过程策略可 以采取打造标准化的服务流程、创新服务理念、畅通意见建议反馈渠道、为签 约客户提供优质服务等；优化服务流程、创新服务等策略。小马快跑国际早教 摘要 II 营销策略的实施，需要采取一系列的保障措施：制度保障方面，包括完善组织 结构，健全员工绩效考核制度；资源保障方面，包括加大资金投入力度、提高 信息化建设水平等；人才和团队保障方面，包括培养忠诚度较高的专业教师队 伍、打造高效的营销团队等。 关键词：幼儿教育；国际早教；早教行业；营销策略 Abstract I Abstract At present, with the development of social economy and the improvement of people's living standards, people increasingly realize the importance of education, especially for early childhood education. Many families will spend a lot of energy on early childhood education. From the national level, the state has continued to increase support for education, continue to take measures to improve China's preschool education system, and pay attention to improving the growth environment of children. In this context, China's early education industry is booming, whether it is domestic early education institutions or foreign early education brands, can be seen everywhere in major cities. In the process of continuous development of early education market, the competition is becoming more and more fierce. How to consolidate their own brand strength and expand the market share of early education has become an urgent task for many early education institutions. In particular, some international well-known early education brands, despite their advanced education concept and rich curriculum system, but due to the participation of many domestic early education institutions, if the international early education enterprises do not timely adjust and optimize the marketing concept and formulate localized marketing strategies in combination with the actual situation of various regions, it is difficult to meet the needs of local consumers for early education, and it is also difficult to win in the market competition Obvious competitive advantage. This paper takes Kunming Campus of Pony Running as the research object, takes the marketing strategy as the research topic, introduces the related marketing theory and the research status of marketing strategy of early education institutions, systematically analyzes the marketing status and marketing environment of international early education of Pony Running, optimizes and designs the localization marketing strategy of international early education of Pony Running, and put forward the guarantee measures of the localization marketing strategy of Pony Running international early education. Based on 7PS theory, this paper puts forward the marketing strategy of pony's fast running international early education, Abstract II which can be designed from seven aspects: in terms of product strategy, we should adhere to the product concept of promoting children's happy growth, optimize the curriculum structure, create personalized courses, create excellent teams, and provide rich value-added services; in terms of price strategy, we can comprehensively adopt time differential pricing In terms of channel strategy, we can expand channel partners, expand online promotion channels, carry out word-of-mouth marketing and marketing experience activities, and strengthen marketing channel management; in terms of promotion strategy, we can adopt online new media marketing, offline experiential marketing, interest free installment promotion and other strategies. In terms of service marketing strategy, personnel strategy can take strategies such as strengthening staff's service awareness, improving talent promotion mechanism and strengthening vocational training, tangible display strategy can take strategies such as improving VI design and setting up characteristic school equipment implementation, and service process strategy including creating standardized service process, innovating service concept, unblocking feedback channels of opinions and suggestions, providing high-quality service for contracted customers; strategies such as optimizing service process and innovating service. In order to implement the localization marketing strategy of Pony Running international early education, we need to take a series of safeguard measures: system safeguard, including improving the organizational structure and employee performance appraisal system; resource safeguard, etc In terms of personnel and team guarantee, it includes cultivating professional teachers with high loyalty and building an efficient marketing team. Key words: Early childhood education; international early childhood education; early childhood education industry; marketing strategy 目录 I 目 录 第一章 绪论 .......................................... 1 第一节 研究背景和意义 ......................................... 1 一、研究背景 ........................................................ 1 二、研究意义 ........................................................ 2 第二节 国内外研究综述 ......................................... 3 一、国外研究现状 .................................................... 3 二、国内研究现状 .................................................... 4 三、国内外研究评述 .................................................. 5 第三节 主要研究内容 ........................................... 6 第四节 研究思路与方法 ......................................... 6 第二章 相关理论基础 .................................. 9 第一节 市场营销相关理论 ....................................... 9 一、市场营销的概念 .................................................. 9 二、STP分析模型 .................................................... 9 三、7Ps理论 ....................................................... 11 四、顾客价值理论 ................................................... 11 第二节 市场营销分析 .......................................... 12 一、PEST分析 ...................................................... 12 二、SWOT分析 ...................................................... 13 第三章 小马快跑国际早教营销现状与问题 ............... 14 第一节 小马快跑国际早教简介 .................................. 14 第二节 小马快跑国际早教营销现状 .............................. 14 一、小马快跑国际早教昆明学校基本情况 ............................... 14 二、小马快跑国际早教昆明学校营销现状 ............................... 16 三、小马快跑国际早教昆明学校营销存在的问题 ..........