探析虎门puky儿童平衡车俱乐部的营销策略问题及对策.doc

摘要

近年来，中国人对孩子的教育越来越重视，每位家长都希望自己的孩子比别人家的孩子有出息，所以对孩子的培训越来越多。在少儿培训需求旺盛的环境下，少儿培训机构数量逐年增加，少儿培训机构的市场竞争日趋激烈，许多企业忽略的营销问题开始凸显。本文以虎门PUKY儿童平衡车俱乐部为研究对象，分析了其营销策略的现状，并通过分析找出了目前营销策略中存在的问题。同时，运用4P营销理论对存在的问题提出建议，以此改善俱乐部的销售现状，提高市场占有率，提高俱乐部知名度。

通过对俱乐部微观营销环境的分析，运用4P营销理论，俱乐部营销战略分析的状态，指出了俱乐部营销策略存在的问题。主要问题是：一是品牌建设不完善；二是定价没有竞争优势；三是渠道数量少；四是宣传策略不足；五是营销团队存在问题。针对俱乐部存在的问题，本文运用4P营销理论对俱乐部提出了建议。主要措施是：加强品牌建设，灵活选择定价方式，发展电子商务，开展产品体验活动和促销活动，加强营销队伍培训。

关键词：营销营销策略4P营销理论

Abstract

Inrecentyears,theChinesehavepaidmoreandmoreattentiontotheirchildrenseducation.Everyparentwantshischildtobemoresuccessfulthanotherschildren.Therefore,moreandmoretrainingforchildrenisneeded.Undertheenvironmentofstrongdemandforchildrenstraining,thenumberofchildrenstraininginstitutionshasincreasedyearbyyear,themarketcompetitionforchildrenstraininginstitutionshasbecomeincreasinglyfierce,andmarketingissuesignoredbymanyenterpriseshavebeguntohighlight.ThispaperstudiesHumenpukychildrensbalancedcarclub,analyzesthecurrentsituationofitsmarketingstrategy,andfindsouttheexistingproblemsinthecurrentmarketingstrategythroughanalysis.Atthesametime,the4Pmarketingtheoryisusedtomakesuggestionsontheexistingproblemstoimprovethecompanysmarketcompetitivenessandmarketshare.

Byanalyzingthemicro-marketingenvironmentoftheclubandusingthe4Pmarketingtheory,thecurrentsituationoftheclubsmarketingstrategyisanalyzed,andtheproblemsexistingintheclubsmarketingstrategyarepointedout.Themainproblemsare:first,incompletebrandbuilding;second,thereisnocompetitiveadvantageinpricing;third,thenumberofchannelsissmall;fourth,thelackofpublicitystrategies;andfifth,themarketingteamhasproblems.Inviewoftheexistingproblemsoftheclub,thispaperuses4Pmarketingtheorytoputforwardsuggestionsfortheclub.Themainmeasuresare:strengthenbrandbuilding,flexiblycho