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摘要：从娃娃抓起的意识不断增强，促使幼教行业的蓬勃发展。上海越来越多幼教中心兴起的同时，迅速抓住父母的眼球，在众多竞争者中脱颖而出，酷奇乐创意中心——一家新型的幼教中心正努力拓展市场，然而成功的关键主要取决于能够在父母心中树立起一个积极向上的品牌形象以及有效地营销策略，在未来品牌发展上打下坚实基础。5118
- 上一篇：社会工作应届毕业生就业意愿与就业环境的整合研究
- 下一篇：民营企业和谐劳动关系的构建研究
本论文将研究上海主要幼教中心的发展现状，分析幼教中心的市场环境，了解上海幼教市场竞争者，与其地理分布、产品特色等基本情况。在此基础上分析、深入挖掘酷奇乐在使用营销策略时应推广的核心竞争力，结合父母对酷奇乐品牌的感知程度及品牌影响因素，探索出在未来的发展中如何建立其中高档的品牌形象，在父母心中树立品牌意识吸引更多关注和购买。
关键词：幼教中心；酷奇乐创意中心；营销策略;毕业论文
Shanghai Preschool Education Center Market Situation
and Marketing Strategy Analysis
To Cool Kidsland Creative Center As An Example
Abstract: Grabbing from baby consciousness constantly strengthen, prompted the vigorous development of preschool education industry. In Shanghai more and more children education center sprang up at the same time, quickly catching their parents' eye and standing out in so many competitors. Cool Kidsland Creative Center - a new type of preschool education center is working to develop the market. However, the key to success mainly depends on establishing a positive brand image in parents' mind and effective marketing strategy, laying a solid foundation for the brand development in the future.
This paper will research the current situation of the development of main preschool education center in Shanghai, analysis of market environment of preschool education center, to know Shanghai preschool education market competitors in the geographic distribution, product features, etc. basic situation. Based on this analysis, digging deep Cool Kidsland in the use of marketing strategy should be to promote the core competitiveness, combining with the parents of Cool Kidsland degree of brand awareness and brand influence factors, exploring how to build them in the future development of high-end brand image, establishing brand awareness in parents heart and attracting more attention and purchase.
Key words: Preschool Education Center；Cool Kidsland Creative Center；Marketing Strategy
目录
前言 1
一、上海市幼教市场的现状 3
（一）上海幼教市场概述 3
1.幼儿教育与幼教中心的界定 3
2.上海幼教市场的发展历程 3
（二）上海幼教市场的发展现状 3
1.上海幼教中心的类型及规模 3
2.上海幼教中心的地域分布 4
3.上海幼教中心的面对对象及收费标准 5
4.上海各类型幼教中心的特色分析 5
（三）上海市幼教市场的经营环境分析 6
1.上海幼教中心的市场需求 6
2.上海幼教中心发展的政策环境 7
3.上海幼教中心发展的经济环境 7
4.上海幼教中心的消费者心理分析 8
二、酷奇乐创意中心的市场分析 9
（一）酷奇乐的经营理念分析 9
1.科学发展观 9
2.教育模式观 9
3.经营理念观 9
（二）酷奇乐的SWOT分析 9
1.优势分析 9
2.劣势分析 10
3.机会分析 10