BZ公司學(xué)前教育項(xiàng)目發(fā)展策略研究
發(fā)布時(shí)間：2018-08-03 17:35
【摘要】： 一、論文研究問(wèn)題的目的和意義： 隨著中國(guó)學(xué)前教育事業(yè)的發(fā)展,民辦教育已經(jīng)成為學(xué)前教育領(lǐng)域一股重要的發(fā)展動(dòng)力,如何在中國(guó)學(xué)前教育發(fā)展的大潮中發(fā)現(xiàn)機(jī)會(huì),如何在自身發(fā)展的同時(shí),為中國(guó)學(xué)前教育事業(yè)做出貢獻(xiàn)，是每一個(gè)投身學(xué)前教育發(fā)展大潮之中的教育機(jī)構(gòu)應(yīng)該認(rèn)真考慮的命題。本論文以BZ公司完善產(chǎn)業(yè)布局,調(diào)研學(xué)前教育市場(chǎng)為契機(jī),努力將營(yíng)銷(xiāo)理論與實(shí)踐操作聯(lián)系起來(lái),對(duì)BZ公司的學(xué)前教育項(xiàng)目發(fā)展策略進(jìn)行了研究,目的在于為BZ公司學(xué)前教育項(xiàng)目的論證工作提供研究依據(jù),同時(shí)也是對(duì)中國(guó)學(xué)前教育0-6歲一體化創(chuàng)新模式的一種探索和實(shí)踐。 二、論文的基本思路和邏輯結(jié)構(gòu)： 本論文首先介紹了論文研究的背景，簡(jiǎn)述了研究?jī)?nèi)容及方法,然后分析了學(xué)前教育行業(yè)的現(xiàn)狀、特點(diǎn)和政策,進(jìn)而闡述了市場(chǎng)發(fā)展的機(jī)會(huì)。接下來(lái)利用波特五力模型分析了學(xué)前教育行業(yè)的競(jìng)爭(zhēng)現(xiàn)狀,利用波特競(jìng)爭(zhēng)對(duì)手分析模型分析了區(qū)域內(nèi)主要競(jìng)爭(zhēng)對(duì)手的狀況及可能采取的行動(dòng),并用SWOT分析法對(duì)BZ公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行了分析,提出了應(yīng)對(duì)策略。其次對(duì)營(yíng)銷(xiāo)策略進(jìn)行了系統(tǒng)的分析,包括目標(biāo)市場(chǎng)分析,BZ公司的產(chǎn)品服務(wù)策略及具體的市場(chǎng)推廣策略。最后對(duì)項(xiàng)目實(shí)施及市場(chǎng)開(kāi)發(fā)進(jìn)程進(jìn)行了規(guī)劃,對(duì)所需的組織內(nèi)部支持措施提出了設(shè)想。 三、論文的主要內(nèi)容及觀點(diǎn)： 本論文的主要內(nèi)容是對(duì)BZ公司學(xué)前教育項(xiàng)目發(fā)展策略的研究。第一章緒論部分,詳述了論文研究的背景,提出了論文對(duì)0-6歲一體化學(xué)前教育項(xiàng)目的研究既是BZ公司產(chǎn)業(yè)發(fā)展的需要,也是學(xué)前教育市場(chǎng)發(fā)展的需要,是學(xué)前教育事業(yè)改革和發(fā)展的需要。介紹了論文研究的內(nèi)容和方法；第二章行業(yè)分析部分,詳述了學(xué)前教育行業(yè)規(guī)模大、投入低、待遇差、法制不健全的現(xiàn)狀,分析了學(xué)前教育行業(yè)獨(dú)生子女的中國(guó)特色、差異化需求日益增長(zhǎng)、市場(chǎng)化傾向及行業(yè)發(fā)展失衡等特點(diǎn),對(duì)學(xué)前教育相關(guān)政策法規(guī)進(jìn)行了分析,提出在政策的鼓勵(lì)和扶持下,有實(shí)力、高品質(zhì)、專(zhuān)業(yè)背景的學(xué)前教育機(jī)構(gòu)將獲得長(zhǎng)足的發(fā)展；第三章市場(chǎng)競(jìng)爭(zhēng)分析部分,利用波特五力分析模型對(duì)學(xué)前教育行業(yè)的競(jìng)爭(zhēng)狀況進(jìn)行了分析,提出學(xué)前教育行業(yè)競(jìng)爭(zhēng)狀況日趨復(fù)雜,在這個(gè)強(qiáng)者趨強(qiáng),弱者仍可生存的市場(chǎng)階段,存在跨區(qū)域或全國(guó)性連鎖經(jīng)營(yíng)實(shí)力機(jī)構(gòu)崛起的空間和可能。接下來(lái)利用波特競(jìng)爭(zhēng)對(duì)手分析模型分析了區(qū)域內(nèi)主要競(jìng)爭(zhēng)對(duì)手的狀況及可能采取的行動(dòng),并用SWOT分析法對(duì)BZ公司的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅進(jìn)行了分析,提出了應(yīng)對(duì)策略；第四章?tīng)I(yíng)銷(xiāo)策略分析部分,對(duì)目標(biāo)市場(chǎng)、產(chǎn)品服務(wù)策略及市場(chǎng)推廣策略進(jìn)行了分析,提出鎖定中等收入家庭,提供0-6歲一體化為特色的學(xué)前教育服務(wù),利用有效的營(yíng)銷(xiāo)組合進(jìn)行市場(chǎng)推廣的觀點(diǎn)；第五章市場(chǎng)開(kāi)發(fā)規(guī)劃部分,對(duì)項(xiàng)目的市場(chǎng)開(kāi)發(fā)進(jìn)度進(jìn)行了規(guī)劃,提出了組織內(nèi)部支持措施的假設(shè)等。 四、論文的主要貢獻(xiàn)： 本論文的主要貢獻(xiàn)在于為BZ公司學(xué)前教育項(xiàng)目的論證提供了研究依據(jù),提出了不同于現(xiàn)有幼兒園的創(chuàng)新經(jīng)營(yíng)模式即0-6歲一體化學(xué)前教育模式,同時(shí)將營(yíng)銷(xiāo)理論與項(xiàng)目的實(shí)際操作結(jié)合起來(lái),為BZ公司學(xué)前教育項(xiàng)目的具體運(yùn)作提供了可資參考的思路。 此外,本論文對(duì)0-6歲一體化學(xué)前教育模式的實(shí)踐進(jìn)行了一些有益的探索,將現(xiàn)有幼兒教育與0-3歲早期教育的融合進(jìn)行了分析,提出了有操作性的實(shí)踐方案。
[Abstract]:First, the purpose and significance of the thesis are as follows:
With the development of preschool education in China, private education has become an important driving force in the field of preschool education. How to find opportunities in the tide of the development of preschool education in China, and how to contribute to the cause of preschool education in China at the same time, is an educational machine in the tide of the development of preschool education. In this paper, the thesis takes the BZ company to perfect the industrial layout and research the pre-school education market as an opportunity, and tries to link the marketing theory with the practice operation, and studies the development strategy of the preschool education project of BZ company. The purpose is to provide the research basis for the demonstration work of the preschool education project in BZ company, and also It is an exploration and practice of the 0-6 year old integrated innovation mode for preschool education in China.
Two, the basic ideas and logical structure of the thesis are as follows:
This paper first introduces the background of the study, briefly introduces the research contents and methods, then analyzes the status, characteristics and policies of the preschool education industry, and then expounds the opportunities for the development of the market. Then, it analyzes the competition status of the preschool education industry by using Potter's five force model, and analyzes the area using the analysis model of Potter's competitors. The situation and possible action of the main competitors in the domain, and the analysis of the advantages, disadvantages, opportunities and threats of BZ company by SWOT analysis, and the countermeasures are put forward. Secondly, the marketing strategy is systematically analyzed, including the target market analysis, the product service strategy of BZ company and the specific marketing strategy. Finally, The implementation of the project and the market development process were planned, and the necessary supporting measures for the organization were put forward.
Three, the main contents and views of the thesis are as follows:
The main content of this paper is to study the development strategy of BZ preschool education project. The first chapter is the introduction part, which expounds the background of the research, and puts forward that the research on the 0-6 year old preschool education project is not only the need of the development of the BZ industry, but also the need of the development of the pre-school education market, the reform of the pre school education and the reform of the pre school education. The contents and methods of the research are introduced. The second chapter of the industry analysis section describes the status of the pre school education industry with large scale, low investment, poor treatment and unsound legal system, and analyses the characteristics of the Chinese characteristics of the only child in the preschool education industry, the daily growth of the differentiated demand, the tendency of marketization and the unbalanced development of the industry, etc. This paper analyzes the relevant policies and regulations of preschool education, and puts forward that under the encouragement and support of the policy, the pre school educational institutions with strength, high quality and professional background will get great development. In the third chapter, the competitive situation of preschool education is analyzed by using Potter's five force analysis model, and the pre school teaching is put forward. The competition situation of the education industry is becoming more and more complex. In the market stage of the strong and the weak, there is space and possibility of the rise of cross regional or national chain management strength institutions. Then, the situation and possible actions of the main competitors in the region are analyzed with the Potter competitor analysis model, and the analysis of the possible actions is made with the SWOT analysis. The advantages, disadvantages, opportunities and threats of BZ company are analyzed, and the countermeasures are put forward. The fourth chapter analyzes the marketing strategy analysis part, analyzes the target market, the product service strategy and the marketing strategy, and proposes to lock the middle income family, provide the preschool education service with the characteristic of the 0-6 year old integration, and use the effective marketing group. In the fifth chapter of the market development planning part, the market development progress of the project is planned and the hypothesis of the internal support measures of the organization is put forward.
Four, the main contribution of the paper:
The main contribution of this paper is to provide the research basis for the demonstration of the pre-school education project of BZ company, and put forward a new model of 0-6 year old integrated preschool education, which is different from the existing kindergarten, and combines the marketing theory with the actual operation of the project, which provides the funding for the concrete operation of the BZ pre school education project. The idea of reference.
In addition, this paper makes some useful exploration to the practice of the 0-6 year old preschool education model, and analyzes the integration of the existing preschool education and the early 0-3 year old education, and puts forward the practical practical plan.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G619.2
本文編號(hào)：2162475
[Abstract]:First, the purpose and significance of the thesis are as follows:
With the development of preschool education in China, private education has become an important driving force in the field of preschool education. How to find opportunities in the tide of the development of preschool education in China, and how to contribute to the cause of preschool education in China at the same time, is an educational machine in the tide of the development of preschool education. In this paper, the thesis takes the BZ company to perfect the industrial layout and research the pre-school education market as an opportunity, and tries to link the marketing theory with the practice operation, and studies the development strategy of the preschool education project of BZ company. The purpose is to provide the research basis for the demonstration work of the preschool education project in BZ company, and also It is an exploration and practice of the 0-6 year old integrated innovation mode for preschool education in China.
Two, the basic ideas and logical structure of the thesis are as follows:
This paper first introduces the background of the study, briefly introduces the research contents and methods, then analyzes the status, characteristics and policies of the preschool education industry, and then expounds the opportunities for the development of the market. Then, it analyzes the competition status of the preschool education industry by using Potter's five force model, and analyzes the area using the analysis model of Potter's competitors. The situation and possible action of the main competitors in the domain, and the analysis of the advantages, disadvantages, opportunities and threats of BZ company by SWOT analysis, and the countermeasures are put forward. Secondly, the marketing strategy is systematically analyzed, including the target market analysis, the product service strategy of BZ company and the specific marketing strategy. Finally, The implementation of the project and the market development process were planned, and the necessary supporting measures for the organization were put forward.
Three, the main contents and views of the thesis are as follows:
The main content of this paper is to study the development strategy of BZ preschool education project. The first chapter is the introduction part, which expounds the background of the research, and puts forward that the research on the 0-6 year old preschool education project is not only the need of the development of the BZ industry, but also the need of the development of the pre-school education market, the reform of the pre school education and the reform of the pre school education. The contents and methods of the research are introduced. The second chapter of the industry analysis section describes the status of the pre school education industry with large scale, low investment, poor treatment and unsound legal system, and analyses the characteristics of the Chinese characteristics of the only child in the preschool education industry, the daily growth of the differentiated demand, the tendency of marketization and the unbalanced development of the industry, etc. This paper analyzes the relevant policies and regulations of preschool education, and puts forward that under the encouragement and support of the policy, the pre school educational institutions with strength, high quality and professional background will get great development. In the third chapter, the competitive situation of preschool education is analyzed by using Potter's five force analysis model, and the pre school teaching is put forward. The competition situation of the education industry is becoming more and more complex. In the market stage of the strong and the weak, there is space and possibility of the rise of cross regional or national chain management strength institutions. Then, the situation and possible actions of the main competitors in the region are analyzed with the Potter competitor analysis model, and the analysis of the possible actions is made with the SWOT analysis. The advantages, disadvantages, opportunities and threats of BZ company are analyzed, and the countermeasures are put forward. The fourth chapter analyzes the marketing strategy analysis part, analyzes the target market, the product service strategy and the marketing strategy, and proposes to lock the middle income family, provide the preschool education service with the characteristic of the 0-6 year old integration, and use the effective marketing group. In the fifth chapter of the market development planning part, the market development progress of the project is planned and the hypothesis of the internal support measures of the organization is put forward.
Four, the main contribution of the paper:
The main contribution of this paper is to provide the research basis for the demonstration of the pre-school education project of BZ company, and put forward a new model of 0-6 year old integrated preschool education, which is different from the existing kindergarten, and combines the marketing theory with the actual operation of the project, which provides the funding for the concrete operation of the BZ pre school education project. The idea of reference.
In addition, this paper makes some useful exploration to the practice of the 0-6 year old preschool education model, and analyzes the integration of the existing preschool education and the early 0-3 year old education, and puts forward the practical practical plan.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2010
【分類(lèi)號(hào)】：G619.2
【引證文獻(xiàn)】
相關(guān)碩士學(xué)位論文 前1條
1 何海清;星槎村學(xué)前教育項(xiàng)目發(fā)展策略研究[D];蘭州大學(xué);2012年
，本文編號(hào)：2162475
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