泉州亿婴天使早教策划书

《泉州亿婴天使早教策划书》由会员上传分享，免费在线阅读，更多相关内容在行业资料-天天文库。

1、-43-目录一、策划背景······································3二、市场机会分析··································3（一）市场环境分析·······························3（二）市场竞争分析·······························4（三）市场消费者分析·····························5（四）市场发展趋势分析···························6-43-一

2、、品牌自身研究（SWOT分析）·····················9（一）机构介绍·································9（二）机构SWOT分析··························10二、主要品牌机构定位策略分析·······················15（一）东方爱婴···································15（二）金宝贝·····································16（三）聪明树·········

3、····························17（四）太阳雨·····································18-43-（五）红黄蓝·····································18一、营销战略······································19（一）营销目标···································19（二）品牌形象战略·······························19（三）S

4、TP三部曲·································20（四）竞争战略···································24二、营销策略······································27-43-（一）特色课程体系及延伸·························27（二）定价策略···································33（三）广告策略···································3

5、4（四）品牌策略···································34一、营销执行与组织控制····························35（一）建立营销组织·······························35（二）风险危机预计与应付·························36二、附录··········································38-43-（一）问卷····································

6、··38（二）团队介绍··································40一、策划背景2007年，“亿婴天”-43-早教机构使正式将欧美先进课程引入中国国内，结合以国内早教专家、顾问团队对中国宝宝、家庭及社会的特性分析，对课程进行了本土化改良；后又经两年的教学实践，2009年，亿婴天使正式推出一套立足全球，专注中国婴幼儿的早期教育课程体系。“亿婴天使”早期教育服务机构多年专注早教研究和实践活动，在开展加盟连锁经营不足两年的时间，已拥有遍布全国各省市的早教中心110余家。与此同时，天使机构把眼光瞄

7、准了泉州—一个拥有巨大市场潜力和消费潜力的城市。泉州已存在的早教机构并不在少数，但由于各种原因没能真正成长起来，各种品牌的早教机构纷繁错杂，这也使得准备打开泉州市场的“亿婴天使”遇到了阻碍。在市场营销学老师的倡导下，我们参与到了为“亿婴天使”设计营销策划书的活动当中，希望通过大学生的理论和实践为“亿婴”天使找到顺利进入泉州市场的方案。二、市场机会分析（一）市场环境分析早期教育在泉州的兴起缘于2005年前后，经过5年左右的发展，泉州早教市场已经基本显现出繁荣的局面。泉州早教的发展历程大致可以分为以下几个阶段：第一阶段

8、（2005—2006）：红黄蓝一家独大。2005年，红黄蓝亲子园在泉州开设第一家亲子园，填补了泉州早教市场的空白。在这两年间，红黄蓝几乎占据了泉州早教的全部市场，可以说是泉州唯一的早教品牌，成了泉州人心中早教的标志。第二阶段（2007—2008）：国内外品牌竞相进驻。-43-2007年，东方爱婴、智慧泉等国内早教品牌先后进入泉州，试图与红黄蓝同分市场。200