摘要 儿童是国家的希望，是未来社会可持续发展的中坚力量。保障儿童健康的 发展，不仅有利于提高中华民族整体素质，同时也积极推进中国建设人力资源 强国。理论及实践表明，早期教育极大的影响到婴幼儿身心健康、优质的早期 教育能培养婴幼儿的认识能力以及思维方式，尤其是情商、智商、挫折商甚至 对于儿童终身发展有较大促进作用。政府出台了国家、地方层面的相关文件， 强调关注婴幼儿早期教育，一定程度上推动了早教欧亿·体育（中国）有限公司发展的发展。但是，现 阶段中国早教欧亿·体育（中国）有限公司问题繁杂，一方面，早教机构数量日益增多，师资力量参差 不齐，乱收费现象严重，课程设置缺乏创新，消费者需求无法得到满足，营销 观念单一，严重制约了早教欧亿·体育（中国）有限公司的发展。另一方面，便利廉价的早教机构依托 幼儿园、社区设立，早教市场上婴幼儿学习机、益智类玩具、书籍等，在一定 程度上影响早教机构的发展。中国早教事业的可持续发展离不开成功的的市场 营销，基于地方市场角度分析，扬州早教市场竞争日趋白热化，S 早教机构市 场营销能力不足，迫切需要形成自己的市场竞争优势，不断的更新营销理念以 及策略，找准定位市场实现企业可持续发展。 本文阐述了研究背景、目的、意义、思路、方法，分析了市场现状，同时 明确了研究技术路线。其次，对市场营销相关理论、市场营销分析模型进行分 析。全面介绍 S早教机构，展开 SWOT 分析，分析早教机构的发展机遇、面临 的威胁、内在优势及劣势。然后，对 S早教机构进行STP 分析， 从市场细分、 目标顾客选择以及市场定位等多个角度对 S早教机构的营销策略提供发展的模 式。进而对S早教机构的整体营销策略做深入规划，具体包括机构发展目标、机 构营销策略，阐述实用性的意见以及建议，有力的支持 S 早教机构理论与实践 发展，给早教欧亿·体育（中国）有限公司的发展提供参考和借鉴。 关键词:早教机构；市场营销；营销策略II ABSTRACT ABSTRACT Children are the hope of the country and the backbone of sustainable development of society in the future. To ensure the healthy development of children is not only conducive to improving the overall quality of the Chinese nation, but also actively promote China's construction of a strong human resources country. Theory and practice show that early education greatly affects the physical and mental health of infants and young children, and high-quality early education can cultivate infants'cognitive ability and thinking mode, especially EQ, IQ, frustration quotient and even have a greater role in promoting children's lifelong development. The government has issued relevant documents at the national and local levels, emphasizing on early childhood education, which promotes the development of early childhood education industry to a certain extent. However, there are many problems in China's early education industry at this stage. On the one hand, the number of early education institutions is increasing, the teaching staff is uneven, the phenomenon of arbitrary charging is serious, the curriculum is lack of innovation, the consumer demand can not be met, and the marketing concept is single, which seriously restricts the development of early education industry. On the other hand, the convenience and low-cost early education institutions rely on kindergartens and communities to set up, early education market for infants and young children learning machine, intellectual toys, books and so on, to a certain extent, affect the development of early education centers. Successful marketing is indispensable to the sustainable development of early education in China. Based on the analysis of local market, the competition of early education market in Yangzhou is becoming increasingly fierce, and the marketing ability of S early education center is inadequate. It is urgent to form its own competitive advantage in the market, constantly renew marketing concepts and strategies, and locate the market accurately to realize the sustainable development of enterprises.III ABSTRACT This paper expounds the research background, purpose, significance, ideas and methods, analyses the market situation, and defines the research technology route. Secondly, the relevant theories of marketing and the analysis model of marketing are analyzed. This paper comprehensively introduces S early education institutions, launches SWOT analysis, and analyses the development opportunities, threats, inherent advantages and disadvantages of early education institutions. Then, STP analysis of S early education institutions is carried out to provide a development model for S early education institutions'marketing strategies from the perspectives of market segmentation, target customer selection and market positioning. Furthermore, the overall marketing strategy of S early education institutions is deeply planned, including the company's development goals, marketing strategies, practical opinions and suggestions, which strongly supports the theoretical and practical development of S early education center, and provides reference for the development of early education industry. Key words: early education institutions; marketing; marketing strategies目录 IV 目录 第一章 绪论.......................................................................................................................1 第一节 研究背景、目的及意义......................................................................................................1 一、 研究背景..........................................................................................................................................................1 二、研究目的.......................................................................................................................................................... 3 三、研究意义...........................................................................................................................................................3 第二节 国内外研究现状..................................................................................................................4 一、国内研究现状.................................................................................................................................................. 4 二、国外研究现状.................................................................................................................................................. 5 第三节 研究的思路和内容..............................................................................................................6 一、研究的思路...................................................................................................................................................... 7 二、研究内容.......................................................................................................................................................... 7 第四节 研究方法及技术路线..........................................................................................................7 一、研究方法........................................................................................................................................................ 10 二、研究技术路线................................................................................................................................................ 10 第二章 相关理论概述.....................................................................................................12 第一节 市场营销相关理论............................................................................................................12 一、关于营销的概念............................................................................................................................................ 12 二、4PS 理论......................................................................................................................................................... 12 三、7PS 理论......................................................................................................................................................... 13 四、STP 理论..........................................................................................................................................................14 第二节 市场营销分析模型....................................................................