基于4P理论的火星人俱乐部营销策略研究  

Research on Marketing Strategy of Mars Club Based on 4P Theory

作　　者：李庆义 黄小敏 潘芷约 杨媛媛(指导)[1] LI Qing-yi;HUANG Xiao-min;PAN Zhi-yue;YANG Yuan-yuan(South China Business College,Guangdong University of Foreign Studies,Guangzhou 510545,China)

机构地区：[1]广东外语外贸大学南国商学院,广州510545

出　　处：《价值工程》2020年第18期27-28,共2页Value Engineering

基　　金：2019年广东省大学生创新创业训练计划资助项目:“STEAM教育新产品在粤港澳大湾区的市场拓展研究”,项目编号:S201912620032。

摘　　要：STEAM教育作为一种跨学科性质的新型教育理念,逐渐成为教育领域的热门话题。大量的资本和企业进入该领域,出现各类STEAM教育产品企业。整个STEAM教育目前尚处于探索阶段,很多企业都在尝试和摸索。面对产品同质化的现象,企业应从产品和营销入手考虑差异化发展。本文以火星人俱乐部为例,通过分析其营销策略,发现营销问题并给出解决建议,旨在为同行企业提供一些启示。STEAM education,as a new educational concept of interdisciplinary nature,has gradually become a hot topic in the field of education.A large number of capitals and enterprises have entered this field,and various types of STEAM educational product enterprises have appeared.The entire STEAM education is still in the exploration stage,many companies are trying and groping.Faced with the phenomenon of product homogeneity,enterprises should start from product and marketing to consider differentiated development.This article takes Beijing Mars Vision Technology Co.,Ltd.as an example.By analyzing its marketing strategy,it finds marketing problems and gives suggestions for solving them.It aims to provide some inspiration for peer companies.

关 键 词：STEAM教育 火星人俱乐部 营销策略 

分 类 号：F713.5[经济管理—市场营销]