The Research On Marketing Strategy Of S Education Group

With the development of economy and the increasing demand for highquality education materials,the uprising of the per capita education expenditure,the second-child population entering the upstream channel and the education expenditure increase,the education consumption is upgraded,and the popularization rate of education is improved.The new "Civil Promotion Law" has been promulgated,and the private education market has ushered in a "golden decade".Basic education directly benefits from the growth of school-age population and the increase in the number of middleincome families.Private basic schools are expected to continue to grow in both market size and number.In this paper,PEST analysis method is used to analyze the education environment of S Education Group,and Porter's five-force model is used to analyze the key factors of industry competition.Through the STP market segmentation theory,the positioning of enterprises and products is made.Use the Balanced Scorecard to sort out the operation status of S Education Group,and finally formulate the company's marketing strategy and put forward the corresponding safeguards.Combining with 4P theory,this paper proposes reasonable product structure planning in product strategy,and strengthens the R&D capability of independent intellectual property products.In terms of price strategy,cost pricing is adopted and differentiated pricing is implemented in the form of scholarships.In terms of channel strategy,should have deep cooperation with international schools,focus on developing group schools,and actively try to open up cooperation space for overseas study institutions.And from the company's operating values,CRM system and human resources protection three aspects to provide safeguards advice of those marketing strategies.This paper aims to analyze the external environment and internal conditions of S Education Group and develop marketing strategies to improve the effectiveness of enterprise marketing,so as to help enterprises realize the positioning as "Global Exclusive Academic Competitions and Activities".It will be great pleasure if this paper could be helpful for other similar companies which will also contribute to the development of Chinese quality education.