Study On HWL Company's Dilemma And Strategy Innovation Base On Marketing Perspective

Under the current market economy,enterprises are facing fierce market competition.On the one hand,the survival and development of the enterprise depends on the quality of the product on the one hand,on the other hand,it depends on the marketing situation of the product.Only the products of the enterprise are recognized and purchased by the consumers in the market,and the final production value can be achieved.Therefore,marketing is crucial to the development of the enterprise.As the main well-known education and guidance institution in China,the HWL education company training company is also facing the pressure of marketing in the fierce marketing.Under this background,this paper analyzes the optimization environment and market conditions of HWL education company training company,and puts forward the marketing optimization implementation strategy of HWL education company training company.Through the study,we know that the advantages and opportunities of HWL education companies in the market marketing coexist,but there also are disadvantages and threats.meanwhile,the current HWL education company still exists some problems in product strategy in marketing,concrete manifestation of these problems:the product category is not rich,has not yet formed a comprehensive product clusters;brand strategy is not perfect,showing a strong weak phenomenon;product homogeneity is very conspicuous;poor marketing effect;marketing channel risk control ability;human capital investment caused by lack of centripetal force and the lack of employee turnover rate is high;the lack of performance management of sales staff failed to effectively stimulate the enthusiasm of the staff of marketing;marketing personnel incentive management problem in management;HWL education,lack of market positioning.The reasons for the marketing strategy of HWL education company lie in the following aspects:incomplete training products,different quality,non-effectove price system,single market channel and imperfect salesperson.The innovational marketing strategy of HWL education company involves the following contents:The initial flagship:expanding product categories;enhancing brand building;and facing local industrialization trends.In terms of price,the penetrating pricing method is adopted.Sales methods include online microblogging,app and offline updates.