Research On Marketing Strategy For Changchun“GYMBABY”Early Learning Center

In recent years,with economic development and scientific and technological progress,people’s living standards have been continuously improved.In the national quality unceasingly improves at the same time,attaches importance to early education consciousness also unceasingly strengthens.According to research,the early education of infants and young children is the starting point and foundation of the whole education stage,which plays a positive role in the development and improvement of individual comprehensive ability.The age of 0-6 is the critical period for the development of children’s language ability,athletic talent,emotional expression and social skills.If we focus on this critical period of education,we will get twice the result with half the effort.At the same time,with the arrival of the "second child" era,the generation born in the 1980 s and 1990 s has become the main force of new parents.They have received good education since childhood,and they know that happiness is achieved through hard work and understand the importance of education.State and local governments pay more and more attention to infants and young children early education,increasing the financial input to personnel training and education industry,countries and governments at all levels,is gradually perfecting early policy content,guarantee the implementation of the policy and implement,strengthen supervision,believe in the near future,infants and young children early education industry will take into account the government "the visible hand" and the market "invisible hand",exert its vitality and competitive industry.In 2008,the "GYMBABY" early education brand with the concept of "combining Chinese and Western elements" was formally established.Efficient and high-quality management system and teaching philosophy made "GYMBABY" gain a firm foothold in a short time after its establishment in China,and several early education centers were established successively."GYMBABY" takes innovation as its concept,takes spreading early education knowledge as its mission,advocates the combination of Chinese and Western elements,and adheres to the age-appropriate,consistent and two-way interactive education concept.Up to now,"GYMBABY" has a total of 8 stores in Changchun,and the 9th store is in preparation."GYMBABY" is distributed in the main urban areas of Changchun,and the market is basically saturated.This paper takes Changchun “GYMBABY” Childhood Center as the research object,combines its market status and industry characteristics,analyzes the marketing problems and causes of the center,and sorts out the following problems in Changchun “GYMBABY” Childhood Center :(1)The mobility of teachers is large,and their professionalism needs to be improved;(2)Lack of innovation in curriculum and insufficient R&D investment;(3)Low requirements on hardware facilities and environment;(4)the site selection of the center is not careful enough and lacks a comprehensive investigation;(5)The pricing strategy is relatively simple;(6)The threshold of joining is low,and follow-up management needs to be strengthened;(7)The marketing channel is narrow and the method is simple;(8)Insufficient attention is paid to promotion and the form of promotion is not novel enough.Through the analysis of the macro environment and micro environment of the early education industry in Changchun and SWOT analysis,the SO strategy of Changchun“GYMBABY” Early Learning Center is found out.Finally,STP strategy selection was carried out for the center,and a suitable marketing mix strategy was proposed for Changchun "GYMBABY" Early Education Center.First,clear market positioning is the marketing premise of Changchun“GYMBABY” Early Learning Center;Second,the effective marketing mix strategy is the marketing approach of “GYMBABY”Early Learning Center;Thirdly,an effective institutional system is the marketing guarantee of Changchun "GYMBABY" Early Learning Center.Through the research of this paper,I hope to give suggestions to Changchun “GYMBABY” Early Learning Center,solve the current problems,expand the market share,and constantly increase the number of customers,so as to make it stand out in the early education industry in Changchun.