伴随着人类社会进入21世纪，儿童教育慢慢成为一个“超话题”，家庭对孩子的重视程度在不断加强，联合国科教文组织发表的报告表明，21世纪科技是第一生产力，而科技发展的背后是教育的力量，教育要从小抓起，婴幼儿早教也随着大环境的发展与需求变为了朝阳行业。世界各国对早教的关注度与日俱增，不论是最开始的欧美国家，还是发展到后来的日本、港台或者东南亚国家，都早在20世纪80年代开始设立专门为家庭提供早期教育和服务的机构。随着中国综合国力的发展壮大，中国和国际社会、经济、科技等各方面都处于逐渐接轨的过程，在这种变化中，早期教育在中国政府和家庭中的关注程度也随之增强。在此时代背景下，从国外品牌到国内品牌，市场上的早教机构如雨后春笋般地兴起，然而，面对日益激烈的市场竞争，早教营销策略问题变得至关重要。早教营销策略是一门针对早教市场而形成的，主要研究如何进行早教营销的新兴学科。在竞争日益激烈的早教市场，迫切需要进行有效的、切实可行的营销策略来实现最优化的早教营销以赢得企业的竞争优势。因此，本文主要研究的就是早教消费者选择早教机构的影响因素，通过对这些因素的分析帮助企业制定更加优化的的营销活动和策略，提高企业的竞争力。 本文采用文献研究法，首先对消费者行为学理论和市场营销理论进行了研究，对目前早教行业的发展概况以及早教机构在产品策略、价格策略、促销策略、渠道策略上存在的问题进行了阐述。通过国内外消费者行为学、消费者购买意愿、市场营销管理的有关理论，以及对早教机构和早教产品的资料的收集，总结出有可能影响消费者行为决策的相关因素。在此基础上设计调查问卷和定性访谈内容，通过收集、分析、研究数据，总结归纳出早教消费者消费决策行为的特点，并根据这些特点对早教机构的营销策略提出建设性参考建议。 目前，中国一线、二线城市的早教机构已经充分发展，中国目前共有15722所早教中心，其中北京市占了610所。本文以北京市早教机构为例，对早教行业这一新兴行业的营销策略进行探索性研究，为早教机构营销策略的制定和优化提供参考和建议，本文研究对象是北京市早教机构的消费群体，采用定性访谈法，根据EBK模型参考分析，得出结论：绝大部分消费者通常根据早教的品牌、师资、服务、环境等因素决定是否选择某家早教机构。采用问卷调查法，分析了消费者基本信息（性别、年龄、学历、收入）对于早教机构选择的影响力，得出结论：早教消费者的消费群体决策者主要在女性消费者，消费群体以26岁-40岁的家长所占比例较大，被调查者的学历、家庭的月收入水平分别与家庭的教育支出呈正相关；影响消费者选择早教机构的因素排名由大到小依次为：师资、课程、环境、服务、地点、价格、品牌；在师资方面家长最看重的是教师对待婴幼儿的态度，考虑因素按照重要性由大到小依次为：教师对待婴幼儿的态度、教师的专业素质、教师的形象、教师的平均年龄、有无外教；家长对早教机构课程方面的选择：按照家长重视早教机构课程的选择概率由大到小依次为：早教类、兴趣班、学术类；价格设置是否合理且是否在可接受范围内、地点方便与否、环境是否安全、后期跟踪服务是否做得好等因素均成为家长选择早教机构的重点考虑因素。以上结论将指导早教机构根据不同特征的消费者定制优化产品方案和营销策略以满足消费者的需求，从而让目标客户产生消费行为。 本文的实际意义在于理论研究和实际情况的相结合，定量分析和定性分析的相结合，通过收集调查问卷获取有效数据，在这些数据的基础上进行分析研究，找出影响消费者行为的因素，本研究可为早教机构市场营销策略的制定和优化提供一些参考，提高早教机构的市场占有率。

With the beginning of the 21st century, human society has gradually become a "super topic", and the family's emphasis on children has been continuously strengthened. According to a report published by UNESCO, in the 21st century, science and technology are the primary productive forces. Behind the development of science and technology is the power of education. Education must be started from an early age. Early childhood education has become a sunrise industry with the development and demand of the big environment. The attention of the world to early education has increased day by day. Whether it was the first European and American countries or the later Japan, Hong Kong, Taiwan or Southeast Asian countries, the establishment of early education and services for families began in the 1980s. With the development and growth of Chinaundefineds comprehensive national strength, China and the international community, economy, science and technology are all in the process of gradually connecting with each other. In this change, the degree of attention of early education in the Chinese government and family has also increased.Under the background of this era, from foreign brands to domestic brands, early education institutions in the market have sprung up like bamboo shoots after a spring rain. However, in the face of increasingly fierce market competition, early education marketing strategy issues have become crucial. Early education marketing strategy is formed for the early education market, mainly to study how to carry out early education marketing. In the increasingly competitive early education market, it is urgent to carry out effective and feasible marketing strategy to realize the optimal early education marketing in order to win the competitive advantage of enterprises.Therefore, this paper mainly studies the influencing factors of early education consumers choosing early education institutions. Through analysis of these factors to help enterprises to formulate more optimized marketing activities and strategies to improve the competitiveness of enterprises. This paper adopts the literature research method, firstly studies the consumer behavior theory and marketing theory, and expounds the current development of the early education industry and the problems existing in early education institutions in product strategy, price strategy, promotion strategy and channel strategy. Through domestic and international consumer behavior, consumers' willingness to purchase, relevant theories of marketing management, and the collection of information on early education institutions and early education products, the relevant factors that may influence consumer behavior decision-making are summarized. On this basis, the questionnaire and targeted interview content are designed, and the characteristics of consumer consumption decision-making behavior in early education are summarized by collecting, analyzing and studying the data. According to these characteristics, this paper puts forward some constructive reference suggestions for the marketing strategy of early education institutions. At present, early education institutions in first-tier and second-tier cities in China have been fully developed.. There are currently 15,722 early education centers in China, of which 610 are in Beijing. Taking Beijing early education institution as an example, this paper conducts exploratory research on the marketing strategy of this emerging industry in the early education industry, and provides reference and suggestions for the formulation and optimization of marketing strategy for early education institutions. The research object of this paper is the consumer group of Beijing early education institutions. Through qualitative interview and EBK model analysis, it is concluded that most consumers usually decide whether to choose an early education institution according to the early education brand, teacher, service, environment and other factors. Through the questionnaire survey, this paper analyzes the influence of basic consumer information (gender, age, education, income) on the choice of early education institutions, and concludes that the decision-makers of early education consumers are mainly female consumers. The proportion of parents aged 26 to 40 years old is large among consumer groups.The educational background and monthly income level of the family are positively correlated with the family education expenditure, respectively.The ranking of factors that affect consumers' choice of early education institutions is as follows: teachers, courses, environment, service, location, price, brand; In terms of teachers, parents attach the most importance to teachers attitude towards infants and young children. According to the importance of teachers, the order of consideration is: teachers attitude towards infants and young children, teachers professional quality, teachers image, teachers average age. Whether there is a foreign teacher or not; The parents' choice of the curriculum of the early education institution: according to the priority of the parents' emphasis on the early education institution course, the order of choice is: early education, interest class, academic class; Whether the price setting is reasonable and within the acceptable range, whether the location is convenient or not, whether the environment is safe or not, and whether the late tracking service is well done or not also have become important considerations for parents to choose early education institutions.The above conclusions will guide the early education institutions to optimize product solutions and marketing strategies according to different characteristics of consumers to meet the needs of consumers, so that the target customers can produce consumer behavior. The practical significance of this paper lies in the combination of theoretical research and practical situation, the combination of quantitative analysis and qualitative analysis, through the collection of questionnaires to obtain effective data, on the basis of which the analysis and research are carried out. To find out the factors that affect consumer behavior. This study can provide some reference for the formulation and optimization of marketing strategy of early education institutions, and improve the market share of early education institutions.