浅析民办幼儿园营销管理中的成效与问题

An Analysis of Achievements and problems of Marketing Management in Private kindergartens

教育体制的变革,使民办幼儿园营销管理成为发展之必然。进入21世纪以来,我国民办幼儿园营销管理出现市场导向逐步明晰、营销管理价值逐渐凸显、营销管理策略日益丰富等特点,但也存在缺乏理论指导、定位不清晰、营销手段单一、忽视内部营销、忽视民办园的营销特殊性等问题。为此,在教育市场化进程下,民办幼儿园应重视营销管理,采用多种营销手段,促进自身的健康、有序发展。

The change of education system makes marketing management development of private kindergartens a necessary trend. Since the beginning of the 21 st century,the private kindergarten marketing management has such features as clear market orientation,evident value of marketing management,increasingly rich strategies of marketing management,but such problems have arisen as lack of theoretical guidance,obscure positioning,single marketing methods,ignorance of internal marketing and marketing particularity of private kindergartens. Therefore,in the process of education marketization,leaders of private kindergartens should attach great importance to marketing management,using a variety of marketing methods,promoting their healthy and orderly development.