Research On Marketing Strategy Of Jaspers Preschool Education Organization In Qingdao

With the development of the socialist market economy,an increasing number of preschool education organizations were gradually pushed to the market.“Survival of the fittest”,the jungle law is one of market economy rules.Facing the increasingly fierce market competition,it is a realistic and serious problem of all preschool organizations on how to survive,develop and grow.One of the effective methods is the marketing development for preschool organizations.Seen from consumption environment,due to improvement in income level of Chinese residents,parents will invest more on children's education and pursue high-quality preschool education.The different preference from consumers about preschool education brought great challenge and higher requirement to the structure and mode of preschool education.So no doubt,marketing of preschool education organizations marketing will become more important.This essay selects a typical private preschool education organization-Jaspers Preschool Education Organization as the research object,researches marketing strategy of Jaspers Preschool with theories and method from Management and Marketing.First,carried out analysis on current marketing strategy of Jaspers Preschool Organization,identified problems existing in the Jaspers Preschool.Second,analyzed the macro environment of Qingdao preschool industry development,studied and compared the main competitors by the PEST model.And then,the paper proposed STP and 4PS marketing strategy based on experience of domestic and foreign advanced preschool organizations,as well as overall strategy of Jaspers preschool.The STP marketing strategy mainly talks about how to choose target market and then determine service product based on different positions.While 4PS marketing strategy is mainly about product restructuring,price adjustments,channel increase and promotions enhancement and so on.Finally put forward the key points of the implementation of the marketing strategy,such as personnel,environment,positioning,and opportunities,to ensure the marketing strategy could be fully implemented.