Study On Marketing Strategy Of JTY Kindergarten Of Bazhong

With the acceleration of China’s reform and opening upthe market economy is developing rapidly,people’s living standard is gradually improved,people’s awareness of education has been improved,especially children’s early education,more and more parents are aware of the importance of letting children receive good early education.Thus,private preschool education institutions can develop rapidly,the state has provided active policy support,but at the sametime the preschool education market also faced with a fierce market competition.It is of great research value to help preschool education enterprises establish modern marketing concepts,use scientific marketing means and continuously enhance their competitiveness in the market.It is also of great practical significance to the sustainable development of private preschool education institutions.Bazhong JTY kindergarten is one of the first full-time private kindergartens established in bazhong.It is an educational enterprise specialized in early childhood education and services.Based on the theory of marketing,this paper makes a case study of bazhong JTY kindergarten.First of all,the marketing status of JTY kindergarten is briefly introduced,then it comprehensively analyses four macro factors including policy,economic,technology and social environment through using PEST analysis method.Secondly,analyzing JTY kindergarten’s microcosmic environment,for instance,including existing competitors,suppliers,consumers,potential competitors with Michael Porter’s Five Forces Model.Thirdly,market segmentation is carried out to determine the target customer groups and make accurate market positioning.In the end,it offers the marketing mix of the kindergarten based on service marketing 7Ps theory and provides the guarantee conditions for the implementation of the strategy,such as improving the marketing organization chart,strengthening the construction of teaching staff and corp orate culture,integrating multiple resources,improving brand building.In short,through the study of this article,it can combin the case study of marketing management of bazhong JTY kindergarten to give practical advice for the development of marketing strategies of national kindergartens.It is also hoped that through this study,it can create better development environment for private kindergartens and development prospects,Under the joint efforts of the society from all walks of life,private kindergarten can promote healthy development sustainably.