目录
摘要...........................................................................................................................................2
目录...........................................................................................................................................3
一、市场分析 ...........................................................................................................................5
（一） 企业概述......................................................................................................................6
1、企业的名称及主营业务 .............................................................................................6
2、企业经营理念 .............................................................................................................6
3、企业发展目标和任务 .................................................................................................6
（二） 国内市场现状和问题 ..................................................................................................6
1、国内中老年教育市场的发展现状..............................................................................6
2、国内中老年教育市场目前存在的问题......................................................................7
3、国内中老年教育市场发展的潜力..............................................................................8
（三） 国内主要竞争对手分析 ..............................................................................................8
1、北京京教老年大学 .....................................................................................................8
2、杭州老年大学 .............................................................................................................8
3、武汉老年大学 .............................................................................................................9
4、上海老年大学 ...........................................................................................................10
（四） 营销外部环境分析 ....................................................................................................11
1、政治环境 ...................................................................................................................11
2、社会环境 ...................................................................................................................12
3、经济环境 ...................................................................................................................12
4、人口环境 ...................................................................................................................12
（五） 营销内部环境分析 ....................................................................................................14
1、郑州“乐道”中老年大学的 SWOT 分析..................................................................14
2、结论 ...........................................................................................................................15
二、营销策略 .........................................................................................................................15
（一）营销的目标/预期效果 ...............................................................................................15
（二）目标市场描述 .............................................................................................................15
（三）市场定位 .....................................................................................................................15
（四）营销组合描述 .............................................................................................................16
