The Research On The Marketing Strategy Improvement Of JM Art Training Center For Children

With the rapid development of the globalization progress,new requirements and challenges have been put forward as the measurement standards of talents.People's ideas of education have begun to change under the condition of fierce competition of talents,their children cannot lose at the starting line,education should start at babies' age;Talent contains the all-round development,excellent and versatile etc.,and all these educational philosophies have been widely recognized and accepted by society.Obviously,it is not enough for parents to let their children acquire knowledge and information from campus only,especially for the development of hobbies and interests.Based on these,in the past ten years,all varieties of early education on children's sports,music,art,dance and other training institutions have sprung up in the eyes of the people.The founder of JM Children Art Training Center,also established JM in such a big environment.It was started from a center of only 100 square meters with three classrooms,and now it has developed to a scale of 4 centers,a total of 3000 square meters with a total of more than 4000 trainees.Facing the increasingly fierce market competition,JM uses multiple marketing strategy and methods to recruit and retain trainees.The thesis is trying to find the current marketing strategy system's imperfection and potential problems in JM Children Art Training Center by analysis of the existing marketing strategy.JM Children Art Training Center should use the theoretical knowledge of marketing,with the help of questionnaire and interviews to reanalyze the market situation and customer demand,project the developing aim and improve the marketing strategies to enhance the economic benefit and brand influence.The thesis regards the existing problems of current service marketing system in JM Children Art Training Center as the research object,analyze,collect and research the service marketing strategy on the children's art training industry by using sales & marketing,service marketing knowledge.Firstly,the article uses Michael Porter's Five Forces Model,researches the current marketing problems existing in JM from suppliers,buyers,potential competitors,existing competitors,and analyzes the advantages and opportunities,as well as the weakness and threats which should be avoided by JM.Secondly,by using interviews and questionnaires,the thesis is trying to analyze the problem deeply,find the root of the problem and understand the parent's advices on current and future service in JM Children Art Training Center.Thirdly,by using the theory of STP theory,the thesis subdivides,positions and targets the market of JM Children Art Training Center.Fourthly,Improve and optimize the current marketing strategy of JM,mostly in the aspects of products,price,promotion,service personnel,visible display and service process.Finally,establish a business philosophy based on customer-centric,optimize the organizational structure,strengthen the teachers guarantee,improve the service standard process,through these supporting measures to ensure the smooth implementation of the service marketing strategy of JM Children Art Training Center.Through the analysis and collating of the current marketing system of JM Children Art Training Center,increase the educational service of products,improve the current pricing strategy and promotion methods,and optimize the personnel strategy,visible display and service process in the service marketing.It is expected that the improvement and optimization of current marketing strategy in this thesis will be helpful for JM Children Art Training Center's service quality and market competition.At the same time,hopefully it can be referential for the future children's art training industry when they generate the service marketing strategy.