Study On Marketing Strategy Of Yiwo Education Training Company Of Changsha

0to6years old is the basis in people’s life. The development of earlyintelligence has laid the people’s level of intelligence and personality characteristics.Strengthening the early childhood education, is good for improving the populationquality of the whole nation, improving the country’s overall competitiveness andStrengthening national prosperity. In recent years, with the improvement ofpopulation quality and the increase of income, the state and society take greatimportance on children’s education. Otherwise, due to the problems in thedevelopment of preschool education industry, phenomenon of "hard to get into thegarden, expensive for get into the garden" has formed, and childhood trainingindustry’s quality is different. As a full-time kindergarten training institutions inChangsha, Yiwo childhood training company has great improvement in studentsamounts and market share after several years’ development, but there are still manyproblems existed in company during the process of expansion.Base on this, this paper use qualitative analysis and quantitative analysis,analyzes the current situation of Yiwo childhood training company from theperspectives of macroscopic environment and microcosmic enterprise environment,then put forward the feasible strategy and tactics. Firstly, on the basis of summarizinga large number of information about the document of preschool education research.This paper expounds the marketing strategy theory in domestic children’s educationand preschool education. Secondly, using classic theories such as PEST, Porter fiveforces, SWOT analysis and STP strategy, taking Yiwo childhood training company asexample，this paper analyzes and summarizes this industry’s macro environment ofPolitical, economic, social and technology, and analyzed the competitive environmentand micro environment of Yiwo childhood training company, based on this, this papersummed up the strength and weakness, opportunities and threats of childhood trainingindustry, build the SWOT matrix. Finally, based on the situation and problem, thisarticle formulate overall marketing strategy for the Yiwo childhood training company,and made the detailed enterprise marketing strategy from the perspective of4P, finallytake forward of the safeguard measuresThrough this research,the writer hope to provide some suggestions and brandstrategy’s strategies for imploring significance of reference and the development, this study hope to introduce the marketing idea into private education, promote thedevelopment of those private preschool education institutions. And the writer alsoexpect this research can provide some reference to the preschool education brand andeducation organizations, and improve public trust in private early childhoodeducation.