Please use this identifier to cite or link to this item:
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73193
Title: | TD公司學前教育行銷策略研究 TD Pre-School Company Marketing Strategy Study |
Authors: | Ya Ding 丁亞 |
Advisor: | 謝明慧 |
Keyword: | 市場行銷,學前教育,行銷方案, Preschool Education,Marketing Solutions, |
Publication Year : | 2020 |
Degree: | 碩士 |
Abstract: | 學前教育在我國歷時20多年的發展,伴隨家長育兒知識的日益豐富,國家政策的出臺,也促進著我國學前教育市場的規範化發展。消費需求日益理性、消費方式越來越理性,促進了學前教育市場的優勝劣汰。TD學前教育中心作為一間私人投資機構,在上海市場歷時4年的發展,已經取得了一定的成績。不過仍然存在行銷薄弱的不足。加之市場競爭激烈,導致其發展很難突圍。想要解決這個困境,就要求TD學前教育儘管制定合理的市場行銷策略。 本文的研究以市場行銷理論為主導,首行分析TD學前教育面臨的整個行銷環境,由產品、價格、促銷、渠疲乏四維度全面分析其當前行銷現狀。接著,針對部分會員家長進行問卷調查,根據調查結果制定相應的訪談提綱,擇選20名會員家長展開訪談,同時對公司經營者進行訪談,由公司自身和外部評價的兩個維度評價公司發展困境,對這些困境展開了深層分析。結合SWOT、STP分析方法,提出適宜的市場戰略。通過7Ps行銷理論,全面分析公司的產品、價格、促銷、策略、人員、有形展示及過程的七大版塊中的優劣勢,制定相應的改進方案。由制度、人員、服務四維度提供合理保障,促進TD學家教育市場行銷的不斷改進和順利開展。 本文針對TD學前教育中心給出的改進方案,有助於規範TD學前教育中心、促進其良好發展。對於我國類似的小規模學前教育機構的發展亦有著一定的借鑒意義。 Early education industry has been developing for about 20 years in China. With the enrichment of domestic parents' knowledge of childcare and the introduction of relevant national policies, my country's early education market has gradually moved towards professionalization and standardization. In the process of market regulation, consumers no longer buy products blindly, but become more and more rational, and unprofessional early education institutions are bound to face elimination. TD Preschool Education Center is a privately funded early education institution that has been operating in Shanghai for more than four years, but it has been relatively weak in marketing. Therefore, in order to always occupy a place in the fierce market competition, TD Preschool Education Center must adjust its marketing strategy as soon as possible. This article is guided by marketing related theories, and first analyzes the marketing environment of TD Preschool Education Center, and analyzes its current marketing status from four aspects: product, price, promotion, and channels. Secondly, a questionnaire survey was conducted on some members of the PPL Early Education Center. Based on the results of the survey, interview outlines were designed in a targeted manner. Through interviews with the operators of the TD Preschool Education Center and 20 member parents, we can further understand the operator’s confusion and the truth of the members’ parents. Feel, summarize and sort out the problems mentioned, and conduct an in-depth analysis of the causes of the problems. Third, through the correct understanding of the internal strengths and weaknesses of the TD Preschool Education Center and market opportunities and threats, combined with the SWOT and STP analysis results of the TD Preschool Education Center, we can choose a suitable market strategy and target market for it. In addition, based on the 7Ps marketing theory, starting from the seven major contents of product, price, promotion, strategy, personnel, tangible display and process, design corresponding marketing strategy improvement plans for it. Finally, provide guarantees from the four aspects of system, funds, personnel, and services to ensure that the TD Preschool Education Center's marketing strategy improvement plan can be implemented smoothly. The improvement plan proposed in this article for the TD Preschool Education Center is of great significance to the standardized development of the TD Preschool Education Center. It will also provide a certain reference and reference significance for similar small-scale early education institutions in China. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73193 |
DOI: | 10.6342/NTU202004438 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 臺大-復旦EMBA境外專班 |
Files in This Item:
File | Size | Format | |
---|---|---|---|
U0001-2112202013170200.pdf Restricted Access | 1.93 MB | Adobe PDF |
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.