目录一、策划背景······································3二、市场机会分析··································3（一）市场环境分析·······························3（二）市场竞争分析·······························4（三）市场消费者分析·····························5（四）市场发展趋势分析···························6三、品牌自身研究（SWOT分析）·····················9（一）机构介绍·································9（二）机构SWOT分析··························10四、主要品牌机构定位策略分析·······················15（一）东方爱婴···································15（二）金宝贝·····································16（三）聪明树·····································17（四）太阳雨·····································18（五）红黄蓝·····································18五、营销战略······································19（一）营销目标···································19（二）品牌形象战略·······························19（三）STP三部曲·································20（四）竞争战略···································24六、营销策略······································27（一）特色课程体系及延伸·························27（二）定价策略···································33（三）广告策略···································34（四）品牌策略···································34七、营销执行与组织控制····························35（一）建立营销组织·······························35（二）风险危机预计与应付·························36八、附录··········································38（一）问卷······································38（二）团队介绍··································40一、策划背景2007年，“亿婴天”早教机构使正式将欧美先进课程引入中国国内，结合以国内早教专家、顾问团队对中国宝宝、家庭及社会的特性分析，对课程进行了本土化改良；后又经两年的教学实践，2009年，亿婴天使正式推出一套立足全球，专注中国婴幼儿的早期教育课程体系。“亿婴天使”早期教育服务机构多年专注早教研究和实践活动，在开展加盟连锁经营不足两年的时间，已拥有遍布全国各省市的早教中心110余家。与此同时，天使机构把眼光瞄准了泉州—一个拥有巨大市场潜力和消费潜力的城市。泉州已存在的早教机构并不在少数，但由于各种原因没能真正成长起来，各种品牌的早教机构纷繁错杂，这也使得准备打开泉州市场的“亿婴天使”遇到了阻碍。在市场营销学老师的倡导下，我们参与到了为“亿婴天使”设计营销策划书的活动当中，希望通过大学生的理论和实践为“亿婴”天使找到顺利进入泉州市场的方案...
