Marketing Strategy Research Of Gansu Longyun Driving School

With the rapid development of China's economy and society and the continuous improvement of people's living standards,the rigid demand for cars is increasingly vigorous,driving technology has become an indispensable skill of people's work and life,driving demand is also rising.Accompanied by driving the number and configuration of increase year by year,driving training industry marketization process has been accelerated,but because the student driver school-age population in our country in recent years to reduce gradually,the market demand growth peaked,appeared the phenomenon of driving training market oversupply,coupled with the driving training products in technology,brand and value added service quality is low,resulting in a defect management costs rise,category,brand,low capital participation,informationization level is not high.Established in 2009,Gansu longyun transportation vocational training school(hereinafter referred to as longyun driving school)is a state-owned driving school affiliated to Gansu highway transportation service center co.,LTD.It covers an area of 176 mu and has more than 70 vehicles.In recent years,with the reform of the motor vehicle driver training system and the open competition of the driving training market,longyun driving school should not only face the competitive pressure in the industry,but also adapt to the impact of market and policy changes.In the face of changing market demand,driving schools should accurately grasp customer demand,combined with their own business characteristics and advantages,change marketing strategies,improve service quality,and further expand market share.By analyzing the market environment of domestic driving and training industry and the operating conditions of longyun driving school in recent years,this paper finds out the problems existing in the operation of the driving school,especially in marketing,and puts forward Suggestions on improving the marketing strategies of the driving school in combination with the market and policy direction.Through SWOT model for their own development and operating conditions are analyzed,and a clear driving itself has the advantage,disadvantage and facing the opportunities and threats,operational 7 ps marketing mix theory in product,price,channel,promotion,personnel,entity display and process and so on seven aspects put forward the corresponding improvement strategy,make the management more standardized,more convenient service for the customer,further improve the long driving market competitiveness and brand influence.