【作者】 赵沫；

【导师】 王旭超；

【作者基本信息】 吉林大学 ， MBA（专业学位）， 2021， 硕士

【摘要】 近年来,亲子阅读在早期教育行业中越来越流行,大多数从业人员与孩子家长都认为,亲子阅读对孩子的成长发育有着重要的帮助。2020年,随着二胎时代的到来,早教行业如雨后春笋般盛行起来。而亲子阅读的推广也是婴幼儿早期教育的重要环节之一,越来越多的婴幼儿家长开始重视亲子阅读,开始有亲子阅读方面的服务需求。悠贝亲子图书馆成立于2009年,是我国国内第一家拥有专业推广亲子阅读能力的早期教育机构,旨在向更多家庭推广亲子阅读,丰富儿童图书阅读量。全国三十多个省自治区直辖市,共三百多个城市,落地超过4000家悠贝亲子图书馆。但在哈尔滨市,悠贝的发展远不如其他发达城市,有着消费者意识相对薄弱,员工队伍流动性大,实体服务形式单一等问题。因此,需要根据哈尔滨本地的实际情况和悠贝亲子图书馆自身的特点,提出有针对性的营销策略。本文在研究过程中,首先对悠贝亲子图书馆在哈尔滨市的市场现状、遇到的问题、自身特色和优势等进行梳理,指出当前营销工作开展过程中出现的主要问题。通过宏观和微观营销环境分析,确认企业的优势和劣势,明确企业的机会和威胁。根据SWOT分析矩阵,将公司的优势、劣势、机会、威胁等因素进行战略匹配,制定针对悠贝亲子图书馆哈尔滨地区应该选择的SO战略:扩大其竞争优势,不断创新服务,有效地加大自身产品能力的优势地位。基于市场需求和新的机遇,制定扩大哈尔滨市区域的市场份额、提高品牌知名度、建立品牌并形成良好的品牌效应、增强客户满意度的目标。本次研究基于地理区域和家长心理维度进行哈尔滨市亲子阅读市场细分,根据其实际特点进行有针对性的市场问卷调研,找出悠贝实际存在的问题。最后在7Ps理论的指导下制定针对性的营销策略,即STP策略、7P组合营销策略。其中,产品和服务方面实施差异化战略,形成业内个性化板块和服务,体现针对性;价格方面,客户的经济实力和消费能力,进行价格细分,让不同经济水平的客户都能满足,提升价格竞争力;在渠道方面,采取多渠道战略,并注重新时代网络渠道的开发,加大实体营销投入,提升加盟商、营销人员与阅读推广人素质;加强促销活动设计,增加促销手段的种类,使其跟上时代发展形势;针对不同年龄段的客户群体设置不同的活动模式,增强知名度和品牌影响力。最后提出营销策略实施的保障措施。期望通过本文研究,能够为悠贝亲子图书馆哈尔滨地区市场客户奠定基础;逐步提升悠贝亲子图书馆哈尔滨地区的影响力和知名度,形成强大的品牌效应;为悠贝亲子图书馆在中国的亲子阅读推广领域的营销渠道拓展、产品设计、营销业绩增长提供借鉴作用。更多还原

【Abstract】 In recent years,parent-child reading has become more and more popular in the early education industry.Most practitioners and parents of children believe that parent-child reading is of great help to the growth and development of children.In 2020,with the arrival of the two-child era,the early education industry has mushroomed like mushrooms after a rain.The promotion of parent-child reading is also an important part of early education for infants and young children.More and more parents of infants and young children begin to pay attention to parent-child reading and begin to have the service demand of parent-child reading.Yourbay Parent-child Library was founded in 2009.It is the first early education institution in China that has the professional ability to promote parent-child reading.It aims to promote parent-child reading to more families and enrich children’s book reading.There are more than 4,000 Yourbay parent-child libraries in more than 300 cities in more than 30 provinces,autonomous regions and municipalities.However,in Harbin,the development of Yourbay is far behind that of other developed cities,which has problems such as relatively weak consumer awareness,large staff mobility,and single entity service form.Therefore,it is necessary to put forward targeted marketing strategies according to the actual situation in Harbin and the characteristics of Yourbay Parent-Child Library itself.In the process of research,this paper firstly sorts out the market status quo,problems encountered,characteristics and advantages of Yourbay Parent-Child Library in Harbin,and points out the main problems in the current marketing work.Through the macro and micro marketing environment analysis,confirm the advantages and disadvantages of the enterprise,identify the opportunities and threats of the enterprise.According to the SWOT analysis matrix,the company’s strengths,weaknesses,opportunities,threats and other factors are strategically matched to develop the SO strategy that should be chosen for Yourbay Parent-Child Library in Harbin: expand its competitive advantages,constantly innovate services,and effectively increase the dominant position of its product capabilities.Based on the market demand and new opportunities,make the target of expanding the market share in Harbin,improving the brand awareness,establishing the brand and forming a good brand effect,and enhancing customer satisfaction.Based on the geographical region and parents’ psychological dimension,this study segmented the parent-child reading market in Harbin,conducted a targeted market questionnaire survey according to its actual characteristics,and found out the actual problems existing in Yourbay.Finally,under the guidance of 7Ps theory,targeted marketing strategies are developed,namely STP strategy and 7P combination marketing strategy.Among them,product and service implementation of differentiation strategy,the formation of the industry’s personalized plate and service,reflecting the pertinence;In terms of price,price segmentation is carried out according to customer groups with different economic affordability to meet the needs of customers with different economic levels and enhance price competitiveness.In terms of channels,we should adopt a multi-channel strategy,pay attention to the development of network channels in the new era,increase investment in physical marketing,and improve the quality of franchisees,marketers and readers.Strengthen the design of sales promotion activities,increase the kinds of sales promotion means,make it keep up with the development situation of The Times;Different activity modes are set for different age groups to enhance awareness and brand influence.Finally,it puts forward the safeguard measures for the implementation of marketing strategy.It is expected that this research can lay a foundation for the market customers of Yourbay Parent-Child Library in Harbin area.Gradually enhance the influence and popularity of Yourbay Parent-Child Library in Harbin,and form a strong brand effect;It provides reference for Yourbay Parent-Child Library to expand marketing channels,design products and increase marketing performance in the field of parent-child reading promotion in China.更多还原