The Pratice Of Modern Marketing Management In The Management Of Kindergarten

Modern marketing management reflects market orientation. It is characterized by costumer focus as the core concept, scientific methodology and systemic planning. It advocates that an institute should do her best to protect and raise the benefit and long-term interest of consumer and society. Such goal is similar to that of many preschool educational institutes, and connects the public interest of kindergarten with their financial benefit.Kindergarten is the foundation of basic education in our country. It is also an important carrier for the practice of public's interest in education. Using case study method, this study will select a specific collectively owned kindergarten, analyze their practice of modern marketing management, discuss the operation mechanism caused by a mixture of semi-public and commercialization without pricing power, reveal the multiple tasks such as balancing budget, survival and development, generating profit, protecting public interest, providing quality education. Facing intense market competition, the practice of modern marketing management in preschool educational system is important to raise both the financial benefit and social benefit by preschool educational institutes.At first this study will analyze the customer satisfaction with a specific collectively owned kindergarten in city J, and analyze the advantage and disadvantage of the human resource, so as to provide some suggestion for the kindergarten to improve quality education. Secondly, this study will analyze the opportunities and threats in environmental scanning, as well as peer competition, in order for the kindergarten to adjust herself to the environment. Then, this study will analyze the operational planning and marketing, by studying the geographical factor, information collection, customer relationship, strategic planning to determine how the customer, parents, chose our kindergarten. Factors such as purchasing power and will, school district, profession and educational background will be studied. At last, this study will combine the internal factors, plot the advantages and disadvantages diagram of resources, and generate operation strategy to help our kindergarten to provide quality education for targeted market. In short, market analysis will be used to discuss and prove that the practice of modern marketing management will integrate the individual kindergarten's interest with the public interest smoothly.In addition, this study will also focus on the practice of "parents committee" in selected kindergarten. Such marketing strategy is parents orientated and society orientated. It is also grassroots marketing management. The selected kindergarten features the practice of "parents committee" as part of modern marketing management, therefore creates a role model for grassroots preschool educational service and collectively owned kindergartens.