摘要
摘要
学前教育是终身学习的开端，亦是国民教育体系的重要组成部分。围绕学
龄前儿童成长需求，幼教市场衍生出多样化的商业模式。随着中国经济的发展、
制度建设完善、家庭可支配收入的增长，孕育出一批具有代表性的大型企业。
幼教市场趋于规范、可持续发展，与行业监管共同成长，淘汰市场中的投机者，
筛选优质教育企业向儿童提供更高质量的幼教产品和服务。
本文通过国内外相关教育市场营销策略的研究，运用 PEST、SWOT分析模
型，分析 X公司在拓展幼教市场所面临的宏观环境，以及所需要面对的机会与
挑战。结合 X公司市场情况，运用 STP理论市场细分寻找目标市场定位，从产
品、价格、渠道、促销方面提出优化策略。
在产品策略方面，以产品优化为核心。通过内容、排版、服务资源优化《整
合式活动》拳头产品；把握政策趋势与热点，研发和集成具有 X公司特色的幼
教产品体系，构建差异化课程产品，建立标准装备信息化解决方案。在价格策
略方面，紧密贴合市场需求，统一产品定价和促销原则；集中定位中端市场，
投入售后服务，构建完善的价格体系。在渠道策略方面，发挥渠道力量，强化
专业能力，探索 C端市场。加强销售终端学前知识能力储备，打开入园销售渠
道；探索线上线下销售渠道结合的模式。在促销方面，多元创新。提供新媒体
营销方式，加强品牌、产品、服务宣推，重视活动后的销售跟进。
关键词：学前教育；市场营销；营销策略
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ABSTRACT
Abstract
Preschool education is the beginning of lifelong learning and an essential part of
the national education system. Focusing on the growth needs of preschoolers, the
preschool educationmarket hasderived diversifiedbusiness models.With the
development of China's economy and the growth of household disposable income of
the country, a number of representative large enterprises have been bred. In recent
years, with the improvement of system construction , the preschool education market
has tended to be standardized and sustainable .It has grown together with industry
supervision, eliminated speculators in the market, screened high-quality education
enterprises, and provided children with higher quality preschool education products
and services.
Through the research of relevant educational marketing strategies at home and
abroad, using the traditional strategic analysis model，this paper analyzed the macro
environment faced by X company and the advantages, opportunities and challenges of
the company in expanding the preschool education market .Accroding to the market
condition X company facing with, this paper analyzed the existing problems of the
current marketing strategies by the theory of marketing mix, targeted the market
positioning through market segmentation ,and proposed optimization strategies from
the aspects of products, prices，place and promotions.
In terms of product strategy, product optimization is the core. Through content
optimization, layout optimization, and service resource optimization, the fist product
“IntegratedActivity”isoptimized;Throughcontentoptimization,typesetting
optimizationandserviceresourceoptimization,thefistproduct“Integrated
Activities” is optimized. Grasp policy trends and hot spots. Develop and integrate a
unique preschool education product system with the characteristics of X Company.
Builddifferentiatedcurriculumproductsandestablishstandardequipment
information solutions. In terms of price strategy, it should closely meet the market
demand. The teaching resources of the course are all sold at a unified price. Position
the mid-end market, invest in after-sales service, and build a healthy price system. In
terms of palce strategy, it should give full play to channel advantages and build
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professional competence. Strengthen the ability in the field of terminal preschool
education by opening up the sales channels for kindergartens, while explore the sales
mode of combining online and offline sales channels. In terms of promotion, it should
carry out diversified innovation. Provide new media marketing methods to strengthen
brand, product and service promotion, and pay attention to sales follow-up after
marketing activities.
Key words: Preschool education; Marketing management; Marketing strategy
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