Research On Marketing Strategy Of KL Montessori Kindergarten In Chengdu

With the development of global education market,China has entered the era of knowledge society.In recent years,more and more parents begin to pose significant attention to preschool education as of the development of social economy and the improvement of people's living standards.Under the joint force of reopening of two child policy background and the innovation of education plus Internet mode as well as the implementation of Regulations of the People's Republic of China on the implementation of the law on the promotion of privately-run education,which are all favorable conditions of the preschool education market,it provides great opportunities for the development of private kindergartens.One coin always has two sides.All kinds of preferential policies bring opportunities to private kindergartens as well as fierce market competition.How to stand out among the great many pre-school education institutions,how to operate private kindergartens efficiently,how to attract target customers,and to meet the needs of target parents to a greater extent,these are the problems faced by every kindergarten.It is of great value to establish modern preschool marketing strategy,improve the quality of educational products,and use scientific marketing means to enhance the market competitiveness of kindergartens,which is also of great significance to the development of private kindergartens in China.By looking into a large number of literature and conducting questionnaire investigation and on one on deep interview,combined with marketing theory,this thesis performed a comprehensive study on Chengdu KL Montessori Kindergarten.Firstly,analyzed the external environment of KL kindergartens from four aspects of politics,economy,society and technology under the PEST analysis method;Secondly,analyzed the competitive environment of KL from the perspectives of existing competitors and potential competitors;Thirdly,analyzed the internal environment of KL,including school running conditions,teacher resources,marketing ability and administrative guarantee by using questionnaire investigation and F2 F one on one interview and identified the problems in school marketing.Fourthly,analyzed the threats and opportunities,strengths and weaknesses faced by KL kindergartens by SWOT analysis model;Lastly but not the least,by using STP method,this paper subdivides the market of KL Montessori kindergarten,to sort out the targeted customer group,and to accurately determine the market positioning of KL,which is high-end kindergartens,providing differentiated and personalized high-quality education services for customer group with high income and high education level,.It shall also provide the strength and power to survive the competition in private education market.Furthermore,it puts forward the KL marketing combination strategy as well as the guaranty measures of successful marketing strategy implementation.