Research On Marketing Strategy For Lovefun Early Education Centre Of Guangzhou

Children are the future of a country.The issue of early childhood education is drawn great attentions in all countries in the world and gradually becomes a competitive means to improve the comprehensive national strength.There is a large population of preschool children in China.With the improvement of the national living standard,the new generation of parents pay more attention to the early childhood education and spend more money on this issue year by year.In the face of such a huge consumer market for pre-school education,how to use their own resources to gain advantages in the fierce market competition and stand out among numerous early education brands is a problem that all enterprises in the early education industry need to solve.Based on the marketing management theory,this paper takes Early Education Center as the research object to study the early education institution marketing strategy,with the literature research method and the questionnaire method.This paper refers to a large number of research literature about the early childhood education and marketing which are written by domestic and foreign scholars.PEST model and porter's five forces model are used to analyze the macro-market environment,industrial competitive environment and internal environment of the enterprise.SWOT is used to analyze the advantages,disadvantages,opportunities and threats of the Love Fun Early Education Center,and countermeasures are made based on the characteristics of the enterprise.In the process of composing this paper,the demand investigation & analysis of the early education market in Guangzhou were conducted,and the target market was selected for the Love Fun Early Education Center based on the STP theory.Moreover,the 4P marketing mix theory is applied to develop the relevant marketing mix strategy for the Love Fun Early Education Center.Finally,relevant measures are formulated in the aspects of organizational structure,management system,human resources and information system to provide a reliable guarantee for the smooth implementation of the marketing mix strategy.According to the analysis and research of this paper,the marketing strategy of the Love Fun Early Education Center should adopt the differentiated competition strategy to enhance the brand recognition,and take advantage of professional talents of the enterprise to realize the continuous innovation of the product.Select children at 7~8 years old from middle to upper income families,7~8 years old from high income families as the key target market,and provide them with high price,high quality early education courses;The market of 4~6 years old children from middle-income families and 7~8 years old from middle-income families were regarded as the secondary target customer market to increase the marketing investment and tap the consumption potential.According to the consumption demand and consumption characteristics of different target markets,multiple product lines should be established and a combination of pricing strategy should be implemented.Based on different product characteristics,various channels for retail,wholesale,enterprise,franchise should be developed.Besides the traditional promotion channels,Internet and new media platforms,word-of-mouth marketing would be the main methods for product promotion.The service process is the focus,during which the consumer experience will be enhanced through free service,experience improvement,rapid response,value-added services and other service strategies,as a result,to build customer trust and loyalty to the brand.To ensure the smooth implementation of the marketing strategies,the Love Fun Early Education Center can employ a linear functional organization structure,improve the management systems for school running,teaching and educational administration,and establish the human resources security system centered on the enterprise strategic target.with the help of related information management system,a digital management for customer management,business operations,educational administration and marketing process is available,so as to reduce human resource cost and improve business operating efficiency.The market for early childhood education in China contains huge business opportunities.Under the background of the spotty quality of players with intense competition,all the players should use the scientific education method and systematic marketing theory,at the same time,formulate proper marketing strategy according to market demand in order to satisfy the interests of both consumers and businesses and jointly promote the healthy development of the early education industry.