随着国内经济实力的不断增强，人民生活水平、国民素质的提升，为教育事 业的进步奠定了坚实的基础。越来越多的家长关注早教，越来越重视孩子教育和 发展，根据相关统计资料显示每年家庭收入中教育支出占比正逐年上升，其中学 龄前和大学阶段支出不断增加。2019 年上半年，全国居民人均可支配收入 15294 元，比上年同期名义增长 8.8%，全国居民人均消费支出 10330 元，比上年同期名 义增长 7.5%，其中教育支出的比例占到了 10%，增长 10.9%。群众生活质量和素 质都在逐步提高，这为教育事业的成长与发展创造了良好的条件。更多的家长对 于子女的早教问题十分重视，愿意为子女教育与成长投入更多精力与资金。因此 市面上的早教机构都积极的采用各种方式来进行市场营销，以期可以进一步的扩 大市场，巩固客源。 本研究在文献阅读与整理、实践调查以及案例分析的层次上，选取沈阳市金 宝贝早教机构为本次重点探究案例，运用了 SWOT、STP 等分析法，对该早教中 心当前面临的环境、机会、威胁以及内部优劣势等方面开展深入探究，并进行相 应的评价；同时运用 4Ps 以及 4Cs 等理论开展相应的市场营销策略探究，针对性 提出适用于沈阳市金宝贝早教机构的策略，期望为沈阳市金宝贝早教机构的进一 步发展有所帮助，并给予其他早教企业一定的理论借鉴。 关键词：早教市场；市场营销；策略 沈阳大学硕士学位论文II Research on the marketing strategy of Gymboree early education center in Shenyang Abstract With the continuous enhancement of domestic economic strength, the improvement of people's living standards and national quality, it has laid a solid foundation for the progress of education. More and more parents pay attention to early education and pay more and more attention to children's education and development. According to relevant statistics, the proportion of education expenditure in family income is rising year by year, among which the expenditure for preschool and university stage is increasing continuously. In the first half of 2019, the per capita disposable income of Chinese residents was 15,294 yuan, a nominal increase of 8.8 percent over the same period last year. The per capita consumption expenditure of Chinese residents was 10,330 yuan, a nominal increase of 7.5 percent over the same period last year, of which the expenditure on education accounted for 10 percent, an increase of 10.9 percent. The quality and quality of people's lives are improving step by step, which has created favorable conditions for the growth and development of education. More parents attach great importance to their children's early education and are willing to invest more energy and funds for their children's education and growth. Therefore, early education agencies in the market are actively adopting various ways to carry out marketing, in order to further expand the market and consolidate customers. This research in the literature reading and sorting, practice investigation and case analysis level, Shenyang Gymboree Early Education Institutions for this case, the author discussed using SWOT and STP analysis, on the center of the current environment, opportunities and threats of and internal advantages and disadvantages and so on to carry out the further exploration, and the corresponding evaluation; At the same time, 4PS and 4CS theories are used to carry out corresponding marketing strategy exploration, and targeted strategies applicable to Gymboree Early Education Agency in 沈阳大学硕士学位论文沈阳大学硕士学位论文 III Shenyang City are put forward, in the hope of helping the further development of Gymboree Early Education Agency in Shenyang City, and providing some theoretical reference for other early education enterprises. Key words: early education market; marketing; strategyIV 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II 第 1 章 绪论.....................................................................................................................1 1.1 研究背景及意义................................................................................................1 1.1.1 研究背景.................................................................................................1 1.1.2 研究意义.................................................................................................2 1.2 国内外研究现状................................................................................................3 1.2.1 市场营销相关研究.................................................................................3 1.2.2 早教市场营销相关研究.........................................................................3 1.2.3 文献述评.................................................................................................5 1.3 研究内容和研究方法........................................................................................5 1.3.1 研究内容.................................................................................................5 1.3.2 研究方法.................................................................................................7 1.4 研究创新点........................................................................................................8 第 2 章 营销策略理论概述.............................................................................................9 2.1 4Ps 营销理论...................................................................................................... 9 2.2 4Cs 营销理论....................................................................................................10 2.3 STP 营销理论................................................................................................... 10 2.4 SWOT 分析模型...............................................................................................11 第 3 章 沈阳市金宝贝早教中心所处的环境分析.......................................................13 3.1 沈阳市早教行业现状分析..............................................................................13 3.2 竞争环境分析..................................................................................................14 3.2.1 主要竞争对手.......................................................................................14 3.2.2 潜在竞争对手.......................................................................................16 3.2.3 消费者购买决策分析...........................................................................17 3.3 沈阳市金宝贝早教中心 SWOT 分析.............................................................18 3.3.1 金宝贝早教中心的优势.......................................................................18 3.3.2 金宝贝早教中心的劣势.......................................................................19 3.3.3 金宝贝早教中心的机会.......................................................................20 3.3.4 金宝贝早教中心的威胁.......................................................................21 3.3.5 SWOT 矩阵总结....................................................................................22 沈阳大学硕士学位论文沈阳大学硕士学位论文 V 3.4 沈阳市金宝贝早教中心 STP 分析................................................................. 23 3.4.1 市场细分...............................................................................................23 3.4.2 目标顾客选择.......................................................................................24 3.4.3 市场定位 ...........................................................................................24 第 4 章 沈阳市金宝贝早教中心营销现状及存在的问题分析...................................26 4.1 金宝贝早教中心简介......................................................................................26 4.2 沈阳市金宝贝早教中心市场营销现状..........................................................27 4.2.1 产品设置...............................................................................................27 4.2.2 沟通服务质量.......................................................................................29 4.2.3 销售渠道...............................................................................................30 4.3 沈阳市金宝贝早教中心营销存在的问题......................................................31 4.3.1 产品维度存在的问题...........................................................................33 4.3.2 消费者维度存在的问题.......................................................................35 4.3.3 渠道维度存在的问题...........................................................................36 4.3.4 沟通服务过程维度存在的问题...........................................................37 第 5 章 沈阳市金宝贝早教中心营销策略的制定与保障措施...................................39 5.1 沈阳市金宝贝早教中心营销策略的制定......................................................39 5.1.1 产品策略...............................................................................................39 5.1.2 消费者策略...........................................................................................41 5.1.3 渠道策略...............................................................................................42 5.1.4 沟通服务策略.......................................................................................44 5.2 沈阳市金宝贝早教中心营销策略的保障措施..............................................46 5.2.1 规范的运营管理制度...........................................................................46 5.2.2 优秀的人才保障 ...............................................................................46 5.2.3 贴心的服务保障 ...............................................................................47 第 6 章 研究结论与展望...............................................................................................49