BB公司是一家具有10年早教行业从业经历的早教机构。在过去三年,BB公司的

国内市场表现异常出色,现在他们在儿童搭建课程这个细分市场上获得了 44%的市场份

额,BB公司一直以来的雄心就是成为这个细分市场的领先者。

但是近来BB公司感觉到了来自品牌竞争对手和产品形式竞争对手的巨大压力,BB

公司认为是时候必须要做出些改变来保持自身在市场的核心竞争力。

在本文中,笔者希望能通过不同类型的工具,如利用PEST分析法,波特五力分析

法对BB公司所处的宏观环境和微观环境都做一个全面的分析,此外也对早教市场的消

费者行为进行分析,然后通过SWOT分析来得到我们可能可以采取的策略方向。通过

这些策略方向相信BB公司的经营会得到改善,也基本确定了目前BB公司在市场的态

势是作为市场补缺者存在的。接下来我们通过STP战略达到将市场细分,然后选择一个

具有潜在新需求的目标市场,通过对BB公司产品的定位来指导后续的营销策略。最后。

我们将运用4P+4C理论构建出一个最终的策略。根据4P中的四个要素产品、价格、渠

道和促销,在4C中都有相对应的考虑点如客户价值、成本、便利性、沟通。通过每个

P与C的组合将更有力的帮助我们完成一个更好的市场策略,也最终帮助BB公司找到

一个进入新的细分市场的机会,把课程延伸到小学课堂的兴趣课中,远离激烈竞争进入”

蓝海”模式。

关键词:早教;再定位;营销策略

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华东理工大学硕士学位论文

The Research of Marketing Strategy for BB Company

BB company has had 10 years of experience in the early education field. In the past 3

years, BB had fast growth in the mainland market, recently they have had about 44% of

market share in the segment market of Child builder lesson, to be the first one in the segment

market is always BB's great ambition.

But recently BB company has felt big stress came from the competitors no matter in the

segment market and upper market, BB has to consider to make the changes and keep their

solid competitive strength.

In this disquisition,the writer wanted to use the different analysis models such as PEST

and Porter's Five Forces to study the macroeconomic and microeconomic environment around

BB company, then analyzed the consumer behavior in the early education market and had

fiirther analysis by SWOT, it is necessary to do those to m^ce the decision which market

strategy BB company could use. After confirmed the strategy that BB company needed to

keep the position as a Market Nicher still, we moved to the STP strategy, by using such

method, we wanted to find out a new segment market and aimed to a new target market. How

can we make new growth point in such market, it is necessary to use the position method,

define the product again to match the new demand in the new market. Once we have a clear

idea for the positioning,it gave us a chance to make better marketing program or strategy. At

last,we would use 4P+4C theory to draw out a final marketing strategy for BB company,

Place, Product, Promotion, and Price-the 4 Ps of marketing-must be integrated and

coordinated in order to bring about the most effective marketing mix, we also add 4 new

views,stand at customer side, Customer value, Cost,Convenience, Communication to make

the strategy better. Finally helps BB to have new opportunity enter a new market —

extracurricular activities in primary school, it mostly like a BOS which is about growing

demand and breaking away from the competition.

Keywords: Early education; Re-positioning; Marketing strategy