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完整後設資料紀錄
DC 欄位 | 值 | 語言 |
---|---|---|
dc.contributor.advisor | 謝明慧 | |
dc.contributor.author | Ya Ding | en |
dc.contributor.author | 丁亞 | zh_TW |
dc.date.accessioned | 2021-06-17T07:21:47Z | - |
dc.date.available | 2021-12-22 | |
dc.date.copyright | 2021-02-20 | |
dc.date.issued | 2020 | |
dc.date.submitted | 2020-12-22 | |
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dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73193 | - |
dc.description.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。 | zh_TW |
dc.description.abstract | 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. | en |
dc.description.provenance | Made available in DSpace on 2021-06-17T07:21:47Z (GMT). No. of bitstreams: 1 U0001-2112202013170200.pdf: 1974845 bytes, checksum: 3959e0057c2b7a2c45fab59774c09300 (MD5) Previous issue date: 2020 | en |
dc.description.tableofcontents | 目錄 審定書 I 摘要 II ABSTRACT III 目錄 V 圖目錄 VIII 表目錄 IX 第一章 緒論 1 1.1研究背景 1 1.2研究目的及意義 1 1.3研究方法 2 1.4研究思路及研究内容 3 1.4.1研究思路 3 1.4.2研究内容 3 第二章 研究理論基礎 5 2.1概念界定 5 2.1.1學前教育中心 5 2.1.2市場行銷 5 2.1.3市場行銷策略 5 2.2市場行銷環境分析模型 5 2.2.1PEST分析法及其模型 5 2.2.2 SWOT分析法及其模型 6 2.3市場行銷策略分析模型 7 2.3.1STP理論模型 7 2.3.2行銷组合策略4P模型 8 第三章 TD學前教育中心市場行銷現狀 9 3.1 TD學前教育機構簡介 9 3.2 TD學前教育中心行銷策略現狀 9 3.2.1教學内容 9 3.2.2學前教育课程 12 3.2.3行銷策略現狀 17 3.3問卷、訪談調查的設計與實施 18 3.3.1問卷調查 18 3.3.2訪談調查(附錄B) 20 3.4TD學前教育中心市場行銷策略結果分析 20 3.4.1客户服務滿意度不高 20 3.4.2滿期客戶續簽率低 20 3.4.3經營收入增長有限 20 3.4.4增值服務吸引力不足 21 3.5 TD學前教育中心行銷策略存在問題成因分析 21 3.5.1員工行銷服務意識較差 21 3.5.2價格政策不合理 21 3.5.3行銷管道比較單一 22 3.5.4溝通、回饋管道不完善 22 第四章 TD學前教育中心環境分析 23 4.1 PEST宏觀環境分析 23 4.1.1政治環境分析 23 4.1.2經濟因素 23 4.1.3社會因素 24 4.1.4技術因素 24 4.2 TD學前教育中心行銷環境分析 25 4.2.1學前教育行業現狀分析 25 4.2.2消費者决策行為分析 25 4.2.3顧客議價能力分析 26 4.2.4同行業競爭分析 26 4.2.5替代產品威脅分析 27 4.3 SWOT模型分析 28 第五章 TD學前教育市場行銷研究 31 5.1TD學前教育中心STP分析 31 5.1.1TD學前教育中心市場細分 31 5.1.2TD學前教育中心目標市場 31 5.1.3TD學前教育中心市場定位 32 5.2基於4P理論行銷策略 33 5.2.1產品策略 33 5.2.2價格策略 33 5.2.3管道策略 34 5.2.4促銷策略 35 5.2.5高端品牌戰略 35 5.3 TD學前教育網路行銷實施方案 37 5.3.1網路行銷平臺設計 37 5.3.2網路行銷推廣策略實施 38 5.4 TD學前教育網路行銷效果分析 38 5.4.1百度指數和媒體關注度 38 5.4.2收入指標和反向連結分析 39 第六章 TD學前教育行銷策略實施保障措施 40 6.1人力資源保障 40 6.2資金保障 41 6.3制度保障 42 6.4服務保障 42 第七章 結論與展望 44 7.1結論 44 7.2展望 44 參考文獻 45 附錄 51 附录A:調查問卷 51 附录 B:訪談提綱 53 圖目錄 圖1-1 本文研究框架圖 4 圖3-1 TD教育兒童故事的全產業鏈開發 17 圖5-1 上海市百度指數趨勢圖 38 圖5-2 上海市資訊關注指數 39 表目錄 表3-1 TD教學內容 10 表3-2 語田課程體系表 11 表3-3 語田教學系統 11 表3-4 TD智能課堂課程圖 13 表3-5 TD學前教育講故事APP內容 15 表3-6 TD講故事研發流程表 15 表3-7 TD教育課程表 16 表3-8 調查物件基本情況統計表 19 表3-9 顧客滿意度調查得分表 19 表4-1 職工工資總額和平均工資(2018-2019) 23 表4-2 TD學前教育公司SWOT分析矩陣表 28 表5-1 TD學前教育差異化定價表 34 表5-2 TD學前教育網路行銷主要平臺和手段 37 | |
dc.language.iso | zh-TW | |
dc.title | TD公司學前教育行銷策略研究 | zh_TW |
dc.title | TD Pre-School Company Marketing Strategy Study | en |
dc.type | Thesis | |
dc.date.schoolyear | 109-1 | |
dc.description.degree | 碩士 | |
dc.contributor.oralexamcommittee | 湯明哲,林世銘,薛求知,方軍雄 | |
dc.subject.keyword | 市場行銷,學前教育,行銷方案, | zh_TW |
dc.subject.keyword | Preschool Education,Marketing Solutions, | en |
dc.relation.page | 53 | |
dc.identifier.doi | 10.6342/NTU202004438 | |
dc.rights.note | 有償授權 | |
dc.date.accepted | 2020-12-23 | |
dc.contributor.author-college | 管理學院 | zh_TW |
dc.contributor.author-dept | 臺大-復旦EMBA境外專班 | zh_TW |
顯示於系所單位: | 臺大-復旦EMBA境外專班 |
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