I
摘 要
儿童是民族的希望，是国家的未来，儿童发展的质量是民族和国家命运的
指标，培养他们、塑造他们是国家发展的需要、民族振兴的需要。0-6 岁是生命
成长的起点和基础，在我国 0-6 岁婴幼儿早期教育被纳入到国民教育体系中进行
科学规划，明确了学前教育对幼儿身心健康、习惯养成、智力发展具有重要意
义。因此，这个年龄段的儿童所受到的教育，自然会成为家长重视的环节。根
据权威机构调查显示，随着经济的快速发展，我国城市仅 0—6 岁儿童每年的教
育性消费就有数百亿的规模，再加之婴幼儿教育投资的门槛低和国家作为福利
支持减免税收政策，使得早期教育机构有如雨后春笋般在各大城市迅速发展起
来。但与此同时，我国早期教育机构也存在诸多问题，如市场意识不强、营销
手段匮乏、服务意识弱等，导致投资收益达不到预期，使得诸多投资者纷纷撤
离。近几年国外品牌机构开始进军中国早教市场，中国早教市场面临重新洗牌，
大多数本土早期教育机构更是处在风雨飘摇之中
本文以长春童学馆早教中心为研究对象，通过文献研究以及理论联系实际
的方式，以中国早教欧亿·体育（中国）有限公司的兴起、长春童学馆的诞生以及与同类早教机构的差
异性做为背景欧亿·体育（中国）有限公司，进行早教欧亿·体育（中国）有限公司宏观环境分析、长春早教市场分析以及长春
童学馆 SWOT 分析，明确长春童学馆的市场细分、目标市场和市场定位
通过以上研究结果表明，目前长春早教市场消费者存在如下特征：⑴不了解
产品就盲目购买；⑵购买的目的性不明确；⑶不了解何种产品真正对孩子有帮
助；⑷冲动型购买，没有理性，盲目跟风；⑸消费者文化素质不高；⑹就近消
费；⑺消费能力高。由此，本文通过对家长的消费理念以及教育产品独特性进
行综合分析，注重以服务为平台，以课程为道具，围绕消费者营造他们喜欢的
环境，创造值得回忆的活动，开拓线上和线下多种灵活的营销渠道，综合考虑
现实中多种复杂因素，提供不同的有针对性的服务价格，树立品牌形象，明确II
关键词：
早教市场，童学馆，营销策略
核心竞争力等一系列措施，给长春童学馆早教中心提出了营销策略建议以及为
营销策略设施提供的保障
III
Abstract
Children carry the future and the hopes of a nation and a country, and the
quality of their development is a predicative index for the destiny of a nation and
country. Cultivating and shaping children to a good form is the requirement for the
development and reviving of a country and nation. The period between 0-6 years old
is the staring point and foundation for the growth of children, and the early education
of this stage has been incorporated into our national education system for scientific
planning, where it is specified that pre-school education has important significance
to the physical and mental health, the formation of habits and intellectual
development of children. Therefore, the education children of this age group receive
will surely attract the high attention of parents. Surveys conducted by convincing
bodies show that, with rapid economic development, educational consumption for
children between 0~6 years old in municipal areas in China alone can reach tens of
billions of Renminbi. In addition, the low threshold for investment on infant and
children education and national support as welfare through the reduction or
exemption of taxes on this industry promotes rapid development of early education
business in major cities like bamboo shoots rising after a spring rain. But meanwhile,
our early education units have multiple issues such as weak awareness of marketing,
lack of marketing methods, weak awareness of service, etc, making them fail to
reach expected benefits and the leading to the withdrawal of investors. These years
foreign business engaging in early education began landing on China, translating
into a shakeup of the early education market, and most of local early education
bodies have been placed into very vulnerable situation.
This paper takes the Early Education Center of Changchun TongXueGuan
Childhood center as the object of study. Through document research and linking
theory with practice, taking the rise of Chinese early education industry, the
establishment of Changchun TongXueGuan Childhood center as well as itsIV
difference against similar early education organizations as the background
information, the paper conducts the macro-environment analysis of early education,
analysis of Changchun early education market and SWOT analysis of Changchun
TongXueGuan Childhood center, so as to identify the market segmentation, target
market and market positioning of Changchun TongXueGuan Childhood center.
The result of the above study shows that, currently the consumers of
Changchun early education market is provided with the following features: (1) they
buy products blindly without a full understanding; (2) their purchasing purposes are
undefined; (3) they do not know which kind of product can really help their children;
(4) they buy products impulsively and blindly without any rationality; (5) the
cultural quality of consumers are not high; (6) they choose organizations near them;
(7) their consumption ability is high. Hence, through comprehensive analysis of
parents' consumption concept as well as the uniqueness of education products, the
paper provides marketing strategy suggestions for the Early Education Center of
Changchun TongXueGuan Childhood center as well as guarantee for marketing
strategy facility via emphasizing on a series of measures like, taking service as the
platform and curriculum as the items, centering on consumers to build an
environment favored by them, creating activities that worth recalling, opening up
flexible online and offline marketing channels, comprehensively considering various
complex factors in reality, providing different targeted service prices, building up
brand image, identifying core competitiveness and so on.
Keywords:
early education market; Changchun TongXueGuan Childhood center;
marketing strategy第 1 章 绪论
1.1 研究的背景
每个孩子的能力不会是从天而降，必然是经历过特定的教育环境而培养出
来的。中国就有一句古话，叫“三岁看大，七岁看老”，早期教育究竟有多重
要呢？根据心理学和脑科学最新研究成果，证明早期教育对于提升个人品质和
开发潜能具有极其重要的作用，儿童早期生活经验可以改变大脑的结构和形态，
早期教育的方式可以影响儿童意识、行为、情绪的发展。0-6 岁是儿童人格形成
的关键期和大脑发展最快的时期，加强 0-6 岁婴幼儿早期教育不仅是促进儿童
健康成长的必然要求，同时对于提高我国民族素质、消除贫困、实施文化强国
战略方针具有重要的现实意义。我国经济近年来迅速发展，人才匮乏严重，同
时全世界人才竞争又非常激烈，给我国的教育体系提出了非常严峻的课题，教
育从零岁开始必然成为未来教育发展的趋势，0-6 岁的早期教育将是在以后相当
一段时间内我国教育体系中最为醒目的焦点
2012 年 4 月 10 日，我国政府发布《国家人口发展“十二五”规划》，规划中
提出要贯彻落实《国家中长期教育改革和发展规划纲要(2010—2020 年)》，加强
婴幼儿早期教育，积极发展学前教育，构建“广覆盖、保基本、多形式”的学前
教育体系。0-6 岁婴幼儿早期教育被纳入到国民教育体系中进行科学规划，明确
了学前教育对幼儿身心健康、习惯养成、智力发展具有重要意义。“遵循幼儿身
心发展规律，坚持科学保教方法，保障幼儿快乐健康成长”已经成为业内共识
“望子成龙”几乎是每个家长最大的愿景，自古以来，教育一直都是实现
功名、振兴家业的基础，无论背景如何，家长在教育方面的投资几乎毫不犹豫，
在国人眼中，孩子就是未来，就是希望，这也加强了婴幼儿早期教育近年来的
快速发展。根据权威机构调查显示，随着经济的发展，我国城市仅 0—6 岁儿童
每年的教育性消费就有数百亿的规模，再加之婴幼儿教育投资的门槛低和国家2
作为福利支持减免税收政策，使得早期教育机构在各大城市迅速发展壮大。因
此，为了实现科教兴国的目标以及促使早期教育机构可持续发展，就需要在早
期教育市场引入市场营销手段，选择适宜的投资战略和运营方式，用以保障早
期教育事业在我国稳定健康的发展。童学馆始创于 2006 年，2012 年 8 月落户
长春，其发展过程值得借鉴与思考
本课题以长春童学馆早教中心为例，对其运营环境及市场营销策略进行初
步探索
1.2 研究的意义
对于市场经济中的主体来说，市场营销是其面向消费者的第一途径。市场
营销的性质、方式、效果对于市场具有导向作用。对于企业来说，市场营销对
于经济增长的贡献，主要表现在其解决企业运营和发展中存在的