Study On Improvement Of Marketing Strategy For Driving Training Institution A In Jinan

In recent years,with the rapid development of domestic economy and the continuous increase of residents' income,the demand for travel has been further improved.The idea of owing a car and enjoying the fun of driving help flourish not only the domestic car market but also the driving training market.However,the excessive development of driving training market had led to fierce competition.As of the first quarter of 2017,there are nearly 1.7 million driving training institutions,900 thousand coaches and more than 700 thousand coach vehicles in China.The annual training capacity is almost 50 million people when the actual demand is about 30 million,which is definitely oversupplied.Driving training institution A in city of Jinan,Shandong province,owning 5 high-qualified training fields,60 vehicle registration spots,402 coach vehicles and the annual training capacity of nearly 30 thousand people,is currently the largest driving training institution in the city.There are more than 60 such kind of institutions in Jinan,and the local market is almost saturated.Some of the institution compete with the price fight,which seriously damaged the market.Institution A is also facing with the dilemma of fierce competition,inadequated enrollment and vacant training fields.Meanwhile,the further application of internet technology had brought serious impacts on traditional business model.Since the 90 and 00 generation has become the main source of driving training,their demands are more personalized and diversified.If institution A sticks with the old marketing methods,it would be very difficult to adopt with the cruel market competition.As mentioned above,all those factors put institution A into a situation of inadequate marketing,lack of enrollment and even a long term unhealthy development.This thesis is aimed to explore a set of reasonable marketing scheme to help institution A improve the traditional marketing methods and adjust the old service methods for more value,and further more,to make institution A remain invincible in the fierce market competition.In the process of research and study,this thesis applied with the concepts and methods of driving training,PEST,SWOT,Porter 5 force analysis and 4Ps.With integrated use of literature research,fields visits,questionnaire,case analysis and etc,this thesis makes an analysis on the macro environment of driving training industry in order to identify the characteristics of marketing in this industry.Further more,this thesis made a compairative analysis on Oriental Fashion Driving Institution,which is the benchmark of this industry,to dig out the difficulties and problems of Institution A and to put forward a set of appropriate marketing strategise for Institution A.