大连理工大学专业学位硕士学位论文
摘 要
二十一世纪以来，我国教育行业发展迅速，行业竞争日益严峻，促进了供求关系的
变化。虽然当前中国经济告别了高速发展的阶段，国际经济状况愈发复杂多变，但是教
育业的发展势头依然居高不下。在 2020 年疫情爆发之后，大规模的线下教育产业受到
重击，2021年6月，国家颁布“双减政策”，禁止学校在幼儿教育阶段进行学科类授课，
该政策的推行和实施对幼儿教育机构也产生重大影响，教育业面临重大考验。
大连 LT学校是甘井子区专注学龄前儿童素质素养培养的民办教育机构，但由于市
场定位不清晰，目标市场不准确，课程不具有差异化，促销推广策略单一，建校5年来，
在招生人数上一直没有突破。如今双减政策的颁布对幼儿教育机构的发展有极大的约束
力，LT 学校要如何在市场竞争中提升产品服务竞争力，抢占更多市场份额。本文对大
连 LT学校的营销现状和存在的问题进行分析，通过对市场的宏观分析和不断更新完善
的营销方式的探索，综合多方面因素，为大连 LT学校制定一份切实可行的营销体系。
本文主要内容分为七大部分。首先详细阐述了论文研究背景及意义，介绍了大连
LT 学校基本情况、现存的营销问题及研究意义。其次，介绍了本文使用的相关营销理
论，主要是涉及市场营销概念，STP营销理论，服务营销7Ps理论。第三部分对大连 LT
学校营销情况现状分析，得出学校现阶段存在的问题。第四部分对大连 LT 学校所处的
外部营销环境进行分析，同时对学校内部资源和竞争能力进行综合分析，得到学校在服
务能力和营销能力方面存在的优劣势。第五部分结合上述分析结果，根据 STP理论制定
新的市场决策，从服务产品、价格、渠道、促销、人员、有形展示、过程管理7个维度
阐述了营销策略。第六部分提出大连 LT学校营销策略的保障措施，通过营销数据收集
和分析，人力资源保障以确保学校新的营销策略顺利实施。最后给出本论文研究的主要
结论、展望和前景。
通过对大连 LT学校营销体系全面的分析，在现有的优势资源和可待开发资源的基
础上更好地进行整合，对营销策略重新进行规划和调整，实现可持续健康发展，对其他
民办教育企业起到一定的参考意义。
关键词：幼儿教育；营销策略；STP理论；7P理论
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大连 LT学校营销策略研究
Marketing Strategy Study on Dalian LT school
Abstract
Since the twenty-first century, China's education industry has developed rapidly, and the
industry competition has become increasingly serious, which has promoted the change of
supply and demand relations. Although the current Chinese economy farewell to the stage of
rapid development, the international economic situation is increasingly complex, but the
development momentum of the education industry is still high. After the outbreak of the
epidemic in 2020, a large-scale offline education industry was hit hard. In June 2021, the state
promulgated the “double reduction policy”,prohibiting schools from conducting disciplinary
teaching in the early childhood education stage. The implementation and implementation of
this policy also have a significant impact on early childhood education institutions, and the
education industry is facing a major test.
Dalian LT School is a private educational institution in Ganjingzi District, which focuses
on the connection between kindergarten and primary school. However, due to unclear market
positioning, inaccurate target market, no differentiation in curriculum, and single promotion
and promotion strategy, there has been no breakthrough in the number of students since its
establishment for five years.Nowadays, due to the rapid development of education industry,
coupled with the low barriers to entry, the number of preschool education institutions in
Dalian has mushroomed. Dalian LT school needs to enhance the competitiveness of products
and services in the fierce market competition and seize more market share This paper
analyzes the current marketing situation and existing problems of Dalian LT School. Through
the macro analysis of the market and the exploration of constantly updated and improved
marketing methods, it combines various factors to develop a feasible marketing system for
Dalian LT School.
The main content of this paper is divided into seven parts. First elaborated the paper
research background and significance, introduced the basic situation of Dalian LT school, the
existing marketing problems and research significance.Secondly, this paper introduces the
related marketing theory, mainly involves the concept of marketing, STP marketing theory,
service marketing 7Ps theory.The third part analyzes the current marketing situation of Dalian
LT School, and finds out the existing problems at the present stage. The fourth part analyzes
the external marketing environment of Dalian LT School, and comprehensively analyzes the
internal resources and competitiveness of the school, so as to obtain the advantages and
disadvantages of the school in terms of service ability and marketing ability.The fifth part
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大连理工大学专业学位硕士学位论文
combined with the above analysis results, according to STP theory to develop new market
decisions, from service products, prices, channels, promotions, personnel, physical display,
process management seven dimensions elaborated marketing strategy. The sixth part puts
forward the safeguard measures of Dalian LT school marketing strategy, through the
marketing data collection and analysis, marketing team construction and incentive system to
ensure the smooth implementation of the new marketing strategy. Finally, the main
conclusions, prospects and prospects of this paper are given.
Through a comprehensive analysis of Dalian LT school marketing system, on the basis
of the existing advantages of resources and resources to be developed to better integrate
marketing strategy to re-plan and adjust measures to achieve sustainable and healthy
development of other private education enterprises play a certain reference significance.
Key Words：Preshool Education; Marketing Strategy; STP Theory; the Marketing
Theory of 7Ps
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