The Marketing Research On Dalian EK Kindergarten

With the rapid development of our country's economy and the increasing of people's living standard,the early education concept has received popular recognition.As a carrier of the preschool education,kindergarten,parents' attention.Dalian EK kindergarten in dalian high-tech zone is a full-time private kindergarten,is Beijing EK international education group,a retail nursery school.Since its inception dalian EK kindergarten,park the enrolment has been completed eighty percent of the primary goals,and has steady development from the loss of state to meet the expenses of the campus.However,facing the garden competition in the industry,customer recognition of the enterprise is not high,and the garden students growing number of parents of high quality teaching and service requirements of the severe challenges.Due to the park by the propaganda is not enough,students both quantity and profit margins have not reached the ultimate goal of headquarters to develop.According to the author many years work experience in the industry of preschool education,and two years in dalian EK kindergarten management experience,on the consumer market research data analysis,conducted a study on competition surrounding the park also.From the needs of customers,the size of the market,customer sensitivity,internal management staff and parents' satisfaction and so on are analyzed.This paper,taking dalian EK kindergarten based on the mode of operation and management,combining with the present marketing situation,the teachers' management and education teaching kindergarten characteristics of existing problems,this paper discusses the garden by the current situation of management and operation.Kindergarten in dalian EK market positioning,target customer segmentation,customer demand characteristic and the marketing strategy problems encountered,analyze the main cause of the problem: what park failed to combine perfect marketing target,the target customer base needs to master is not accurate,the lack of teachers' professional ability,lack of enterprise culture construction,staff management system is not perfect,these are the causes of current problems.Finally,through the above analysis,combining with the characteristics of garden by itself to set suitable for kindergarten marketing management strategy,puts forward the marketing organization system,staff management,customer service,the construction of teaching staff management,enterprise culture,the staff incentive system and marketing strategy for examination and assessment of control of new initiatives.To guide the marketing activities of the kindergarten,kindergarten stability and rapid development.