随着社会发展及生活水平的提高，人们对幼儿教育的重视程度也逐渐提升。国家政 策的大力扶持，幼儿人数的持续增长，给幼儿教育市场带来更多的活力、机遇和挑战。 如何提高市场份额，实现经营目标，成为企业发展的首要问题。 本文以广州 QZY 公司为研究对象，探讨公司当前的市场营销策略。首先，通过文 献研究法，概括了幼教行业市场营销理论的发展状况。其次，详细介绍了公司概况，运 用 STP 理论和 4P 理论全面梳理了公司的营销现状。再次，系统分析了公司的内外部营 销环境，在外部的宏观环境、行业态势和市场需求因素影响下，结合公司内部资源条件 和发展能力，运用 SWOT 矩阵模型对目前的优势、劣势、机会、威胁进行综合分析， 提出采取 SO 增长型战略的发展建议。最后，通过深度访谈法，再次运用 STP 理论和 4P 理论，找出公司目前存在的营销问题，并且对问题的原因进行深度剖析，进一步提出针 对性的营销战略和营销策略优化建议。 本文运用市场营销理论，结合广州 QZY 公司在幼教市场的营销现状，重新优化公 司发展战略，从产品、价格、渠道、推广四个方面提出营销组合策略的调整建议，指导 公司提高盈利能力、实现营销目标，为行业内同类企业的营销活动提供一定的参考。 关键词：幼教市场；营销战略；营销策略II Abstract With the development of society and the improvement of living standard, people pay more attention to preschool education. With the strong support of national policies and the continuous growth of the number of children, preschool education market has more vitality, opportunities and challenges.Increasing market share and realizing marketing target are the primary problems of enterprise development. Based on Guangzhou QZY Company, this paper discusses the current marketing strategy of the company. First of all, through the literature research method, summarized the development of marketing theory of preschool education industry.Secondly, it introduces the general situation of the company, using STP theory and 4P theory to sort out the current marketing situation of the company. Thirdly, the internal and external marketing environment of the company is analyzed in detail.Under the influence of external macro environment, industry situation and market demand factors, combined with the internal resource conditions and development ability of the company, the SWOT matrix model is used to comprehensively analyze the current strengths, weaknesses, opportunities and threats, and put forward the development suggestions for growth SO strategy.Lastly, through the in-depth interview method, again uses the STP theory and the 4 P theory, has found the company marketing question,and the causes of the problem in-depth analysis, further put forward targeted marketing strategy and marketing strategy optimization suggestions. Based on the marketing theory and the marketing status of Guangzhou QZY Company, this paper re-optimizes the company's development strategy. Put forward the optimization suggestion of marketing combination strategy from four aspects of product, price, channel and promotion, guide the company to improve profitability and achieve marketing objectives, and provide certain reference for the marketing activities of similar enterprises in the market. Keywords: Preschool education market; Marketing tactics; Marketing strategyIII 目 录 摘要......................................................................................................................................... I Abstract...................................................................................................................................... II 目 录.......................................................................................................................................III 图表清单.................................................................................................................................. VI 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 文献综述与理论基础......................................................................................................2 1.2.1 国内外研究现状........................................................................................................2 1.2.2 营销理论基础............................................................................................................4 1.3 研究方法与内容..............................................................................................................5 1.3.1 研究方法....................................................................................................................5 1.3.2 研究内容....................................................................................................................6 第二章 公司概况及营销现状...................................................................................................8 2.1 广州 QZY 公司概况........................................................................................................8 2.1.1 发展历程....................................................................................................................8 2.1.2 业务组合....................................................................................................................8 2.1.3 组织架构..................................................................................................................11 2.1.4 经营状况..................................................................................................................12 2.2 营销现状........................................................................................................................13 2.2.1 STP 营销战略现状...................................................................................................13 2.2.2 4P 营销策略现状..................................................................................................... 15 2.3 本章小结........................................................................................................................20 第三章 公司营销环境分析.....................................................................................................21 3.1 外部环境........................................................................................................................21 3.1.1 宏观环境分析..........................................................................................................21 3.1.2 行业态势与竞争者分析..........................................................................................29IV 3.1.3 市场需求..................................................................................................................32 3.2 内部环境........................................................................................................................33 3.2.1 内部资源条件..........................................................................................................33 3.2.2 企业发展能力..........................................................................................................34 3.3 SWOT 综合分析.............................................................................................................35 3.3.1 优势分析..................................................................................................................35 3.3.2 劣势分析..................................................................................................................36 3.3.3 机会分析..................................................................................................................37 3.3.4 威胁分析..................................................................................................................37 3.3.5 SWOT 分