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日期：2022年12月9日
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摘
要
近年来，随着女性自主意识的不断觉醒，女性的关注点由传统观念中的相夫教子
逐步向自我成长方向转变，女性渴望学习、实现自我价值。同时受到疫情影响，各行
业竞争压力大，人们更加需要通过学习提高核心竞争力。但专注于女性成长的教育平
台在国内凤毛麟角，女性想要抱团成长的现象得到大众的关注。同时海南自贸港的建
设需要高质量的招商引资，闺蜜力量是一个专注女性成长、帮助支持其轻创业的品牌，
海南运营中心是闺蜜力量美学创业学院的根据地，为女性提供了职业生涯一站式成长
的服务，具有独特的价值和社会意义。
本文通过文献分析法翻阅相关书籍和文献，梳理和借鉴前人研究成果，奠定了本
文的理论研究基础，提供研究的思路和方法；同时借由深度访谈法对闺蜜力量管理层、
营销执行层、学员设计访谈问题，进行面对面沟通，交谈并记录相关问题的回答；通
过实地体验调查法，多次走访其工作室，进行实地勘察，并亲自参加体验两门线下工
作坊；最后通过问卷调查法，以参与培训的学员为调研对象，了解闺蜜力量海南运营
中心的市场需求和客户满意度。在研究过程中发现闺蜜力量海南运营中心在成立的三
年内受到了海南女性的广泛关注，目前公司正处于市场深耕阶段，但受到商业模式的
限制，难以突破出圈。
通过前期的大量调研和公司现状的分析，利用 4P营销理论总结了闺蜜力量海南
运营中心存在主营业务不清晰、定位不精准，服务缺乏粘性、定价单一且跨度大等问
题；结合 PEST模型和SWOT分析法，分析了运营中心的宏观及微观环境，对战略
定位进行梳理；在环境分析的基础上，利用 STP战略对闺蜜力量海南运营中心做出
营销策略总体分析，并从产品、价格、渠道、促销方面提出具体营销策略优化建议，
结合实际情况提出保障措施，望能够使其突破现有的困境、打破局限、奋力出圈、提
高市场竞争力和影响力。
关键词：女性教育；营销策略；STP；社群营销
Abstract
In recent years, with the continuous awakeningof women's sense of autonomy,
women's focus hasgradually changed from thetraditional concept of husbandsand
children to thedirection of self-growth,and women areeager to learn andrealize
self-worth. At the same time, affected by the epidemic, the competition pressure in various
industries is great, and people need to improve their core competitiveness through learning.
However, education platforms that focus on women's growth are rare in China, and the
phenomenon of women wanting to grow up in groups has attracted public attention. At the
same time, the construction of Hainan Free Trade Port requires high-quality investment
attraction, Girlfriend Power is a brand that focuses on women's growth and helps support
its light entrepreneurship, and the Hainan Operation Center is the base of Girlfriend Power
AestheticEntrepreneurship College,providing womenwithone-stop careergrowth
services, which has unique value and social significance.
This paper reads relevant books and literature through literature analysis, sorts out and
draws on the research results of predecessors, lays the theoretical research foundation of
this paper, and provides research ideas andmethods. At the same time, through the
in-depth interview method, the girlfriend power management, marketing executives, and
trainees design interview questions, conduct face-to-face communication, talk and record
the answers to relevant questions; Through the field experience survey method, he visited
his studio several times to conduct field investigations, and personally participated in two
offlineworkshops;Finally, throughthequestionnairesurveymethod,the trainees
participating in the training were the research objects to understand the market demand and
customer satisfaction of Girlfriend Power Hainan Operation Center. In the process of
research, it was found that the Hainan Operation Center of Girlfriend Power has received
extensive attention from Hainan women within three years of its establishment, and the
company is currently in the stage of deep market cultivation, but it is difficult to break
through the circle due to the limitations of the business model.
Through a large number of preliminary surveys and analysis of the company's current
situation, the 4P marketing theory is used to summarize the problems of unclear main
business, inaccurate positioning, lack of stickiness of services, single pricing and large
span of Girlfriend Power Hainan Operation Center. Combined with PEST model and
SWOT analysis method, the macro and micro environment of the operation center were
analyzed, and the strategic positioning was sorted out. On the basis of environmental
analysis, the STP strategy is used to make an overall analysis of the marketing strategy of