摘 要
随着中国人民生活水平的提高和人才竞争的日益激烈，人们对孩子学龄前的教育也越来越关注和重视，近几年政府也加大了对农村幼儿园的扶持力度以实现教育公平。
而新编的《新农村幼儿园教材》在国际先进理念的指导下，充分利用了农村独特的资源环境，给幼儿提供了充分的想象空间。教材以活动为主线，突破学科限制，给幼儿提供了综合知识的平台。适合目前农村幼儿教师现状，弥补了农村幼儿教育资源的不足，我相信它在农村有广阔的市场。
市场营销课程第一章主要分析了我国目前幼儿教材的现状和存在的问题，强调了幼教行业的重要性，同时也强调了幼儿教材的不可或缺性。
第二章具体介绍《新农村幼儿园教材》，指出它存在的意义是对农村本土化教材短缺的弥补，它强调课程中游戏的重要性，还给孩子一个快乐的童年。
第三章是先是对《新农村幼儿园教材》的宏观营销环境分析，通过波特的五力模型分析微观的环境，这些是策划营销方案的基本依据。通过SWOT分析，对其自身的优劣势进行了总结。
第四章分析了教材类图书的消费特点和分类，指出我们的产品的目标市场是农村幼儿园。
第五章，是文章的核心部分，提出了《新农村幼儿园教材》应该采取的营销策略及其理论支撑。在系统整合传统营销4Ps理论指导下，展开具体的阐述提出合理化建议。第六章是在幼儿园的推广和营销服务等内容。
关 键 词 ： 新农村幼儿园教材，新政策，农村幼儿园，“小学化” 营销战略
On the marketing strategy of the new rural kindergarten textbook
ABSTRACT
With the living standards of the Chinese people improve and the competition for talent is
increasingly fierce, the education of preschool children are increasingly concerned about and attention in recent years, the Government stepped up efforts to support rural kindergarten in order to achieve educational equity.
The new production of "new rural kindergarten teaching materials under the guidance of the international advanced concepts will take full advantage of the unique rural resources and the environment, children will be provided ample room for imagination. The main line materials activity breakthrough disciplines restrictions, provides a comprehensive platform of knowledge to the child. For the current status of rural preschool teachers, to make up for the lack of resources in rural early childhood education, I believe it has a vast market in rural areas.
The first chapter analyzes the current status of child care materials and the problems, stressed the importance of early childhood education industry, but also stressed the indispensability of early childhood materials.
The second chapter introduces specific "rural kindergarten textbooks, pointing out that its
existence is the meaning of the shortage to make up for the localization of teaching materials in rural areas, it emphasizes the importance of the game in the course, gives the children a happy childhood.
The third chapter is the first rural kindergarten textbook macro marketing environment analysis, Porter's five forces model analysis of the micro-environment, these are the fundamental basis for planning marketing programs. Through SWOT analysis, their own strengths and weaknesses are summarized.
The fourth chapter analyzes the consumption characteristics and classification of the textbook books, that the target market for our products is a rural kindergarten
Chapter V is a core part of the article, the marketing strategy and its theoretical support for a "new rural kindergarten teaching materials should be taken. Under the guidance of the system integration of traditional marketing 4Ps theory, expand the exposition to make reasonable suggestions. The sixth chapter is the promotion and marketing services in the kindergarten.
KEY WORDS：New rural kindergarten teaching materials, the new policy，rural kindergarten, "primary" marketing strategy
目 录
前 言 1
第一章 幼教行业的概述 3
1.1幼儿教育的性质和特征 3
1.1.1幼儿园教程的性质: 3
1.1.2幼儿园教程的特点 3
1.1.2 幼儿园教材的现状 4
第二章《新农村幼儿园教材》 5
2.1《新农村幼儿园教材》的推出背景 5
2.2《新农村幼儿园教材》基本情况介绍 5
2.3 补充说明 6
第三章 营销环境分析 7
3.1运用PEST方法进行宏观环境分析 7
3.1.1政治环境分析 7
3.1.2，经济人口环境分析 8
3.1.3，技术环境分析 8
3.1.4，社会文化环境分析 8
3.2行业微观竞争状态的分析 9
3.2.1现有竞争者之间的竞争分析 9
3.2.2潜在进入者的威胁。 9
3.2.3与供应商的价格谈判能力。 10
3.2.4客户的议价能力 10
3.2.5替代品威胁。 10
3.3《新农村幼儿园教材》的SWOT分析 10
3.3.1教材优势 10
3．3.2教材的劣势 11
3．3.3存在的机会 11
3.3.4存在的威胁 11
第四章 《新农村幼儿园教材》的市场定位 11
4.1幼儿园教材类图书消费特征分析 11
4.2市场细分 12
4.3目标消费者定位 13
第五章 《新农村幼儿园教材》的经营战略 14
5.1 产品策略 14
5.2 价格策略 15
5.3渠道策略 16
5.4 促销策略 17
5.4.1图书广告促销 17
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