Research On The Marketing Strategy Of The Education Of Banbao Building Blocks

Building blocks,as one of child's favorite toys,has been widely recognized by everyone.With the development and progress of early childhood education,building blocks,not only as a toy on the market,appears in every classroom as a funny teaching aid.And the building blocks education is more and more popular and valued by parents.BanBao company for building block education,with experience for several years,has not occupied the market fully and quickly.For this topic,based on comprehensive analysis and discussion of various factors,this paper will develop a suitable marketing strategy.Using PEST model,this paper will analyze the external macro environment of BanBao from the political,economic,technological and cultural aspects.And then,Michael Porter five forces model is used to conduct analysis of the market competition environment from factories including industry existing competitors,potential competitors,the threat of substitutes,buyers bargaining power and supplier bargaining power.And SWOT is used for analysis of internal and external environment of enterprise including the advantages,disadvantages,opportunities and threats of the enterprise.Finally,through market survey questionnaire,STP theory is used for market segmentation,selection and positioning.Finally,according to the analysis,this paper has developed the 4P marketing strategy(product strategy,pricing strategy,channel strategy,promotion strategy)and integrated communication strategy(experiential marketing strategy,relationship marketing strategy,network marketing strategy).And in order to ensure the implementation of the marketing strategy,this paper puts forward the safeguard measures,covering the control of the implementation of marketing strategy,the reform of marketing organization,the building and training of marketing team,the evaluation and excitation of the marketing team,enterprise culture construction and cultivation of employee loyalty.