Research On The Marketing Strategy Of Huashang Academy

In recent years,with the "hundred lectures","good Chinese poetry" and other TV programs have been broadcast,the heat of national science continues to rise,the training market for national science has also flourish,the competition is increasingly fierce,at the same time,it also exposes many problems in the training market of abroad.At present,the high price of the national school training class is too high,the content of the national school training is controversial,and the effectiveness of the national school training is exaggerated,which leads to the commercialization of the national education training and the lack of the significance of the national education.The Chinese business academy is a national travel and study training institution in China.After the development of the company in recent years,the scale of the enterprise has been growing,but there are still problems to be solved in the training business of its national science.The specific performance is the lack of systematic marketing strategy,the single marketing strategy,and the low quality of the marketing team.According to the current situation of Sinology training market,combined with brand positioning and enterprise strength,the Chinese business academy should formulate targeted marketing strategies.In this paper,the marketing problem of Sinology training in the Chinese business academy is taken as the research object,and the current marketing situation and existing problems of the Sinology training in the Chinese business academy are analyzed.Through the analysis of the macro environment and micro environment of its marketing environment,it is found that under the influence of the macro environment,the technological development level,the social environment,the domestic economic level and the related policies,the enterprise development will be constrained,but it also provides some opportunities for the development of the enterprise.Microcosmic aspect,the market demand is broad,through the targeted marketing strategy,can obtain the development space in the industry competition.This paper makes a systematic analysis of the strengths and weaknesses,opportunities and threats of Huashang Academy,and formulating corresponding strategies.After the overall strategic direction is clear,on the basis of the market segmentation of the Chinese business academy training business,the choice of the target market is positioned in the middle and high end users,and the permeability is chosen to cultivate the low end users.According to the STP strategy analysis,the service marketing strategy is formulated.In the light of the actual situation of the Chinese Academy of Commerce,a marketing mix strategy based on 7Ps theory is formulated.The specific implementation strategies include: building the high end brand word of mouth around the high-end market positioning,pricing reasonable according to the product cost,creating the diversification of channels,strengthening the high-end service display,paying attention to the recruitment,management and training of the lecturers,and strictly controlling the control process.Finally,we put forward the implementation guarantee of the developed marketing strategy,respectively from the human resources,financial resources and material resources and enterprise management to explain the implementation of the service marketing strategy,and put forward a preliminary plan.Through the above research,we can conclude that the Sinology training business of the Chinese business academy is located in the high-end market for entrepreneurs and other people.Combined with the current market environment of national learning training and the actual situation of the company,the promotion channel and marketing network will be used for visual optimization and mobile Internet,the user interface of the existing official websites is upgraded,and the content of the curriculum is updated and adjusted to improve the proportion of teachers and the overall strength.I hope this research content can provide constructive and operational reference for the business marketing work of the Chinese Academy of Chinese business,and contribute to the effective marketing work of the Chinese Business Academy.