Research On Marketing Strategy Of YD Kindergarten In Chengdu

With the advancement of national education reform,the education industry structure has been greatly changed and the private education becomes more and more prosperous.Meanwhile,people’s education concept has undergone great change and more attention is paid to preschool education.Kindergarten,as the carrier of preschool education,is deeply concerned by parents.At present,the number of kindergartens is increasing.Whether for private or public kindergarten,the competition is more fierce.Additionally,the national education reform policies arouse great passion of private and public education to improve the education quality.Under such circumstance,every kindergarten must consider how to be at the top of the industry,how to operate and manage efficiently,and how to better meet the customers’ requirements.At present,all kinds of preschool education brands in China tend to be globalized,and educational institutions should pay enough attention to brand building.Therefore,whether public or private kindergartens planning to become bigger and stronger,must establish a marketing strategy suitable for their own characteristics,which is a main solution to current problems.YD Kindergarten,which belongs to Noah Education Group,is a full-time private kindergarten in Chengdu.Since its establishment,the number of students enrolled has increased year by year,and the economic benefits have been increasing day by day.But at the same time,the kindergarten is also facing great challenges: fierce competition in its industry,customers’ low recognition of the kindergarten,parents’ requirements for high-quality teaching and service,etc.Due to the lack of publicity,for YD kindergarten,whether the existing kindergarten or the new ones in the future,its marketing system shall be improved.Therefore,it’s necessary for YD kindergarten to build a systematic marketing strategy,thus to get product and market advantages.In summary,this thesis studies the marketing strategy of YD kindergarten.First of all,this thesis analyzes the market environment,analyzes the macro environment from the political,economic,social and technical levels,and analyzes the meso environment faced by YD kindergarten from the perspective of the situation of teachers and running schools in Chengdu kindergartens;then,based on the questionnaire survey data ofparents around YD kindergarten,the target customers and market positioning are identified;finally,according to the target and market positioning,based on the product,price,place and promotion,YD kindergarten marketing strategy and supporting measures are made.