Study On Marketing Strategy Of B Driving School

At present,the reform and opening up has been more than 40 years.With the continuous increase of China's economic size,China's per capita disposable income has reached 28,000 yuan.The rapid rise in disposable income has made people's lives more than just basic necessities of life.Since China's accession to the WTO,the automobile industry has developed rapidly.As a kind of commodity,the automobile has gradually dropped the label of luxury and stepped into the home of ordinary people.With the hot automobile industry,as the threshold of access to the driving test fever,is continuing to spread in our country.However,the number of driving training institutions in China has increased rapidly from 11,557 in 2012 to 16,740 by the end of 2018,with an average growth rate of about 6%.The average annual training capacity is about 50 million people,but the number of annual reference people is less than 40 million.It can be seen that nationwide,driving training industry competition has intensified.Guilin B driver training co.,ltd.is the largest driver training base approved by the traffic department in guilin.The driving school covers an area of about700 mu,with more than 10,000 square meters of teaching and office space.It has three vehicle training venues,with an annual examination and training capacity of 150,000 person-times.Currently,there are 57 driving schools in guilin.Although most of them are second or third class driving schools,they are small in scale.However,due to the large number of them and the fact that they often take the mode of price war to gain market share,guilin driving training market as a whole is in the vicious competition of price war.Therefore,as the largest driving school in guilin,B driving school is also facing great competitive pressure brought by price war in recent years.At the same time,due to the lack of effective marketing means for a long time,the driving school can only choose to follow blindly in the face of price war.As a result,the vicious price competition has become a major disease troubling the driving school,threatening the survival of the whole driving school.This paper aims to give full play to the huge advantages of its existing hardware and software in this region by improving the current marketing mode,which is mainly based on price war,so that it can not only maximize the rate of return on investment,but also truly become the leader of driving training enterprises in this region.Based on guilin all-round driving school as the research object,this paper first expounds the marketing,five analysis model,PEST analysis,SWOT analysis model and the theory of 4 ps theory,and through visiting investigation and questionnaire investigation,statistics data of guilin driving training market macro environment,micro environment and all-round marketing present situation carries on the analysis of driving and find out the current all-round driving five aspects existing problems in the marketing.Therefore,by combining the above analysis and 4Ps theory,the author puts forward corresponding improvement strategies for B driving school in five aspects: service,price,channel,promotion and management.