Research On Marketing Strategy Of H Children’s Early Education Institutions

Early childhood is the key period of intellectual development.Early education plays an important role in the development of children’s brain and personality,and lays a solid foundation for the later development of life.At the same time,with the popularization of China’s two child policy,the number of young children everywhere has increased significantly,and the early education market has also ushered in new development opportunities and challenges.This study takes H early childhood education institution in Jingjiang City as an example,through the study of its marketing strategy,to find out the problems of its marketing strategy,and then combined with the relevant marketing theory to analyze the causes of the problems,and then put forward optimization suggestions and safeguard measures..First of all,through the way of questionnaire,this paper investigates the parents’ early education and the evaluation of H early education institutions,makes an in-depth study on the marketing objects and marketing status of H early education institutions,and analyzes the marketing problems in four aspects.In terms of products,there are some problems such as single product positioning,serious product homogeneity and weak teachers.In the aspect of customers,there are many problems such as high mobility and low loyalty of consumers,parents’ enthusiasm for investment in early childhood education is slightly insufficient compared with other school-age stages,and parents’ consumption concept is backward and blindly following the trend.In terms of channels,there are some problems such as low utilization rate of online channels,main offline channels and single publicity channels.In terms of service,the service satisfaction is not ideal and the service process needs to be improved.Secondly,using PEST analysis and SWOT analysis,this paper analyzes the marketing environment of H early childhood education institution from both macro and micro aspects.And from the main competitors,potential competitors,consumer purchase behavior three aspects of the competitive environment faced by H early childhood education institutions.It is concluded that the external causes of the marketing strategy problems of H early education institutions are lack of clear policy and department support,fierce market competition and excessive pursuit of commercial interests.Then using 4P theory,this paper analyzes the internal causes of marketing strategy problems of H early childhood education institutions from four aspects:product,price,channel and promotion.Thirdly,it puts forward the optimization suggestions for the marketing strategy of H early education institutions.The market strategy of H early childhood education institution is formulated,the target market positioning is made clear,the advantages and characteristics of the market segmentation are considered comprehensively,and the target market is positioned in the middle and high-income families of infants and young children from the perspective of its own resources,education concept,service ability and future development direction.Then from the four aspects of product,customer,channel and service,it puts forward the optimization suggestions of marketing strategy of H early childhood education institution.In terms of product strategy,it is necessary to develop a unique product system,select scientific curriculum design concepts,make scientific and reasonable pricing,and strengthen the faculty.In terms of customer strategy,it is necessary to enhance customer activity and loyalty,and develop customer personalized demand service.In terms of channel strategy,we should make full use of emerging channels and dig into traditional channels.In terms of service strategy,we should improve the overall satisfaction of services,optimize service process and structure.Finally,the paper puts forward that the implementation of the new marketing strategy of H early childhood education institutions should start from three aspects:improving the management system,improving the quality of personnel and improving the quality of service.