Research On Customer Perceived Value And Promotion Countermeasures Of Kindergartens In M Group

Operation condition of Coal industry has been getting worse in recent years.More and more coal enterprises relied on traditional extensive management have started to reform.They have tried to transform and upgrading based on the policy of “Mass Entrepreneurship and Innovation”.There are 19 kindergartens directed to companies,coals or factories of M Group.All of them,depending on the operating condition of the Group and lacking of marketing competitiveness,have become a burden of the company.How to help these kindergartens turn to marketing operation is one of the most significant problems.However,kindergartens have leeched on to the Group for so many years;to be put into marketing operation would cause problems like bankrupt,unemployment etc.Company-owned kindergartens do have shortages,but facing various private kindergartens entering,they are still the first choice of most parents.To operate independently,change is necessary,for existing modes of company-owned kindergartens couldn't meet family needs.Private kindergartens,on one hand,make up the shortages of company-owned ones and threaten their survival.On the other hand,however,they set an example for company-owned kindergartens to improve their custom perceived values.Nowadays,win-win mode is wildly welcomed all over the world.Thus,company-owned kindergartens should cooperate with private ones to form scale efficiency and reduce unit price.Methods used in the thesis include questionnaire,data collection,observation and analysis.We have analyzed how to improve kindergartens of M Group on customer perceived values from marketing perspective,in which kindergartens are seen as the suppliers of children education while parents the customers.The passage first stated basic information of kindergartens of M Group and compared them with private ones.Through SWOT analysis,try to help them understand their strength,weakness,opportunity and threaten.Then,we analyzed components of kindergarten customer perceived values,current situations and existing problems of kindergartens of M Group.Based on theories of kindergarten education and customer perceived values,we classified values such as location,transfer,curriculum,teachers,parent-child activities and reimbursement into kindergarten customer perceived value,including total customer value and total customer cost.Total customer values include knowledge,physical fitness,interpersonal skill and reimbursement percentage while total customer costs include choice cost,economy cost,transfer cost and potential injury cost.Problems that kindergartens have met contain inefficient curriculum,aimless extra-curricular classes,imbalance of male-to-female teacher ratio,less class capacity,higher fee,difficult to get information etc.Countermeasures are given on how to promote total customer value and reduce total customer cost representatively.Meanwhile,the company should also play its leading role to integrate all the kindergartens,both company-owned kindergartens and private ones.This can help company-owned kindergartens achieve marketization,and reduce the burden of the company at the same time.