儿童户外教育培训机构品牌营销策略分析一以广州神冲乡趣文化传播有限公司为例摘要：2014年是中国儿童户外教育培训爆发式增长的一年，很多人看到了市场的发展前景，纷纷投身到这个行业中。儿童户外教育培训行业从沿海的一线城市向内陆的二三线城市延伸，一时间，儿童户外培训机构在中国各地开花。但由于儿童户外教育培训全行业处于早期发展阶段，存在很多的问题，培训机构质量参差不齐，整体行业发展迅速，但规模小、企业数量多，企业要树立企业品牌形象，才能赢得消费者的市场。本文首先介绍了国内外儿童户外教育培训行业的发展背景和市场情况，分析中国儿童户外教育培训行业的品牌营销现状，然后从营销环境的角度分析广州神冲乡趣文化传播有限公司品牌营销所面临的市场竞争状况。运用pest分析法分析企业所处的政治环境、经济环境、社会环境和技术环境，运用swot分析法分析企业品牌营销的优势、劣势、机会、威胁。基于公司存在的品牌营销问题提出优化建议。关键词：品牌，品牌营销策略，PEST分析，SWOT分析The Analysis of Brand strategy of children's outdoorEducation-Take Guangzhou shenchong xiangqu culturelimited company for instanceAbstract:The year of 2014 witnessed an explosive growth in outdoor education and training forchildren in China.Many people see the future of the market and jumped into the business.Thechildren's outdoor education and training industry extend to inland's second-and third-tier citiesform coastal line,in a short time,outdoor education and training institutions for children areblossoming all over China.However,the whole industry of outdoor education and training forchildren is in the early stage of development .the quality of training institutions in uneven and thewhole industry is developing rapidly which also have many question,but the scale is small .thenumber of enterprises is large,the enterprise must establish the enterprise brand image,can winthe consumer market.This paper introduces the development background and market situation of children'seducation and training industry at home and abroad first ,and analyzes the brand marketing statusof children's outdoor education and training industry in China,then,from the perspective ofmarketing environment,it analyzes the market competition situation faced by the Guangzhoushenchong xiangqu culture communication company's brand marketing.PEST analysis is used toanalyze the political environment,economic environment,social environment and technicalenvironment of an enterprise.SWOT analysis is used to analyze the advantages,disadvantages,opportunities and threats of enterprise brand marketing.Based on company's existing brandmarketing problems put forward optimization suggestionsKeywords:brand marketing strategy ,PEST analysis,SWOT analysis目录第1章绪论…1.1研究背景和意义.11.1.1儿童户外教育培训进入中国市场的背景分析1.1.2本课题的研究意义.21.2课题研究方法和内容1.2.1研究方法.41.2.2研究内容.4第2章国内外儿童户外教育培训发展现状分析62.1国外儿童户外教育发展与现状.…62.1.1欧洲儿童户外教育的发展…62.1.2北美儿童户外教育的发展.62.1.3亚洲儿童户外教育的发展…72.2国外儿童户外教育机构概况.72.2.1英国森林管理学院.2.2.2美国塞得森自然教育学校，2.2.3日本完整地球自然学校.…82.3中国儿童户外教育培训发展现状分析2.4中国儿童户外教育培训的挑战…第3章品牌及品牌营销的相关理论概述113.1品牌及品牌的价值.113.1.1品牌的概念…113.1.2品牌的价值113.2品牌营销的概念和主要内容…3.2.1品牌营销的概念…113.2.2品牌营销的主要内容.12第4章国内儿童户外教育培训机构品牌营销现状分析…144.1我国儿童户外教育培训机构品牌营销普遍面临的问题…144.1.1品牌概念不强.…144.1.2品牌推广策略单一…154.1.3品牌定位不准确…4.1.4品牌营销策略不完善..154.2我国儿童户外教育培训品牌营销的必要性.15第5章广州神冲乡趣文化传播有限公司情况分析175.1广州神冲乡趣文化传播有限公司概况…175.1.1公司简介175.1.2公司主营业务5.1.3消费者定位5.2PEST环境分析5.2.1政治环境…5.2.2经济环境.…185.2.3社会文化环境5.2.4技术环境…18