Marketing Strategy Research Of "Gemboree" Earlyeducation Institution Based On "Internet Plus"

After China had proposed the "Internet Plus" national strategy and action plan in 2015,the impact and influence of the Internet on traditional industries became increasingly obvious,and it has become the main power to promote China’s economic transformation and upgrading.With the rapid development of China’s society,economy and culture,and the improvement of the national quality,education has increasingly attracted people’s attention.The implementation of the comprehensive two-child policy has also made the market of the early education industry increasingly large.Driven by the Internet,the early education industry has also undergone tremendous changes in marketing strategies such as product,price,channel and promotion."Gemboree" is a well-known international early education institution.Although it entered the early education market in China earlier and occupied a large market share,the solidified business model makes it still lacking in Internet marketing.Under the background of China’s current "Internet Plus" national strategy and action plan,this paper takes "Gemboree" as an empirical case,and combines the development status of China’s early education industry and future market demand,to make a systematical and comprehensive study on the marketing strategy in the Internet era.This paper collects case data through interviews,questionnaires,and related literatures.Firstly,it discusses the development status of large market in China’s early education industry and the fierce competition in the Internet market.Secondly,it analyzes the macro-environment of China’s early education market in terms of politics,economy,society and technology,and also analyzes the micro-environment of consumers’ purchasing power,marketing channels;Finally,using SWTO to analyze the advantages,disadvantages,threats and opportunities of "Gemboree".According to the comprehensive analysis,it is found that the following problems exist in the marketing strategy of "Gemboree" under the Internet background:(1)the lack of online products;(2)the high price of the products;(3)the shortage of the network marketing channels;(4)the single form of promotion strategy.It hasn’t fully utilized the Internet in marketing,and is lack of innovative thinking in the Internet.For the problems as mentioned above,this paper puts forward some suggestions as follows.They are,first of all,to enrich their products,especially to strengthen the product research and online services,and introduce a nursery cooperation with enterprises and institutions;secondly,to adjust the price of early education products,implement regional differential pricing strategies and individualized differential pricing strategies;thirdly,to broaden network marketing channels,including strengthening online direct marketing strategy,paying attention to online word-of-mouth communication,innovating “old leads new” marketing,using self-media marketing strategies,etc;finally,to enrich online promotion forms,including network price incentives,online sweepstakes promotion,and online point promotion etc.The purpose of this study is to improve the application of Internet thinking and Internet mode in marketing for "Gemboree";at the same time,it is expected to be constructive and helpful to promote the marketing efficiency and the rapid development of early education industry,and to improve the satisfaction of infants and parents,and finally to enhance the customer engagement.