Dissertation > Culture, science,education, sports > Education > Pre-school education, early childhood education > Kindergarten management

PXSF Nursery School Service Marketing Management Analysis

Author FangXin
Tutor WengZhiGang
School Southwestern University of Finance and Economics
Course Business Administration
Keywords Private education Brand positioning Marketing strategy
CLC G617
Type Master's thesis
Year 2011
Downloads 32
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Entering 21st century, economics of China keeps increasing in high speed. Facing strong competition of internationalization and human resource.With the improving of socialist market economy, infants education is also being marketized. Currently, our national guidance encourage private education. Private nursery schools run independently. So it’s a good research topic for improving efficiency of management, education quality and relationship marketing, and it also helps push private education forward.The article has four parts. The first part analyzes the current status of private nursery school, discusses the policy opportunity and development trend of private education in the current system and social background, also pointes out the difficulties and problems private education faced and why these happened. The second part introduces some models of infants education in China and reviewed the theories of brand, marketing and customer relations. The third part introduces the status of PXSF nursery school, as ideas of establishing, teacher resource, development mode etc, also analyzes the environment of nursery school in detail, classifies education market and positioning market. The fourth part bases on the market classification and positioning to design proper brand strategy, marketing strategy and customer relation management mode for PXSF nursery school.Investigation shows that the differentiation strategy is key point for PXSF nursery school. It should focus on the upper middle class and individuation of brand strategy. It should aim to internationalization education with bilingual teaching. PXSF nursery schools should improve management and establish their internet platform to perfect brand image, and customer feedback mechanism also should be established to increase customer satisfaction.The purpose of this article is to discuss how can private education find a better way to develop in current situation and can be referred for the perfection and development of education industry.

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