Research On Marketing Strategy Of Le Yi Training Company

The scale of China’s education and training market is increasing,and the potential scale will reach 500 billion Yuan.Every year,more than 100 million young people attend various training programs.There are more than 200 million of primary and secondary school students in our country at the present.In large and medium cities,primary and secondary school students more or less will receive various kinds of after-class instructions.This is a huge demand group market.Moreover,in recent years,private education has developed vigorously with the spring breeze of reform.After-class instructions are also a kind of private education.In recent years,a large number of domestic and foreign capital flow into the after-school tutoring market,the popularity of after-school tutoring market has aroused widespread concern in society.Based on the above research background,from the perspective of macro industry environment and micro enterprise environment,this study h as done a lot of analysis work and put forward the feasible marketing strategy for Le Yi Training Company.Firstly,this study summarizes a large number of research literature and research materials,expounds the domestic children education theory and the marketing strategy theory of early childhood education.Secondly,by using PEST,Potter 5 forces,and SWOT analysis tools,it analyzes and discusses the macro environment,the competition environment and internal business environment which the company is facing.Thirdly,it makes a rough market segmentation to Changsha training market with the STP theory based on the analysis of the present situation and problem s,and finds the suitable target consumers,then makes the specific market segmentation and position.Combined with the 4Ps marketing theories,it puts forward the marketing tactics from four aspects,including the design of different types of products and services to meet the diverse needs of customers in order to bu ild the core competitiveness of the company.In channel technology,it insists on following and keeping pace with the times to improve the existing channels and pioneer online channels,and puts forward customer service promotion tactics to provide better customers services and achieve high quality promotions through customer word-of-mouth marketing.Finally,this study puts forward security measures from three aspects of marketing tactics,marketing team building and assessment incentive mechanism to ensure the implementation of the improvement tactics,and looks forward to the expected effect.This study provides some suggestions and tactics for the strategic development and brand promotion of Le Yi Training Company.It hopes that Le Yi can improve its teaching quality and management level through the improvement of marketing tactics,make profits and realize sustainable development.It also hopes to promote the development of private education institutions such as Le Yi Training Company through the introduction of marketing concepts into private education,and that this study can provide some reference for some educational institutions of the same profession.