Research On Marketing Strategy Of AF Infant Care Center

Since more and more parents are willing to entrust their children to childcare institutions,the early education market in China is developed very rapidly,and the competition turned very fierce.However,many problems show up,such as education quality and teachers’ qualification not identified with the advertisement.AF Infants and Young Children Center is a professional childcare center.Its marketing in the early education market in Changsha needs to be improved,so it is urgent to upgrade marketing ideas and programs.In this paper,AF Infants and Children Center as the research object,through 7Ps marketing theory,PEST analysis,physical model and other theories and tools,a comprehensive study of AF infants and children Center at the present stage of the marketing situation and marketing environment,analyzed the deficiencies of AF infants and Children Center marketing strategy: In the process of operation,AF infants and Children center had various shortcomings,such as too few product types,no new price strategy,too single channels and promotion methods,etc.According to the 4Ps theory and STP analysis,the market is subdivided into low consumption,middle consumption and high consumption market based on customers’ consumption preferences and economic basis.At the same time,product,concept,customer,brand as the entry point,clear market positioning.In terms of product strategy,focus on product and service innovation,optimize its quality;In the price strategy,the channel differentiation pricing strategy,time differentiation pricing strategy to integrate;In terms of channel strategy,pay attention to the combination of online and offline,and establish cooperative relations with those partners who pay attention to word-of-mouth;In terms of promotion strategies,the comprehensive application of various promotion strategies such as interest-free installment payment,online platform lottery,and point exchange is realized.The optimization strategy proposed in this study for AF infants and Young Children Center is of great value to the compliance development of this institution and can also bring corresponding inspiration to similar early education centers in China.The research of this paper can improve the market share of AF infant and childcare center and provide some reference for the industry.