| With the deepening of education reform and the development of science and technology,a series of changes have taken place in the education and training industry correspondingly: the threshold of industry access has been constantly raised,the management level of education and training institutions has been gradually improved,and the introduction of various national regulatory policies has not only brought opportunities for development,but also accelerated the optimization of the structure of the education and training industry objectively.The application of new technologies such as big data and AI in education has promoted the emergence of new teaching methods and means such as live video,adaptive learning and VR/AR panoramic teaching.Management information construction has not only improved management efficiency,but also accelerated the optimization of service quality,and has been the educational and training institution's director of various disciplines.It has been integrated into the environment of Internet plus education from different directions,and has been trained in education.The market competition is more intense.Creating value for customers is the foundation of enterprise survival.And marketing is the starting point of all the work of enterprises.The environment is changing,and the marketing theory is also changing.Marketing is no longer just a single department's work.From the preliminary investigation to the selection of the target market,from the formulation of the marketing plan to the output of the enterprise's value proposition,each link needs to be managed as a whole,the cooperation of departments,the efforts of all staff,and the external environment.Education and training schools are different from public schools,which determines the importance of marketing.From the macro strategic planning to the micro strategic choice,the success of marketing is inseparable from the teaching,service and management of the school.Good strategy needs good product,service and management.After the adjustment of MT training school,facing the complex business environment,its marketing and service problems have become increasingly prominent.The marketing strategy also needs to be improved and optimized on the original basis to meet the needs of future development.This paper takes MT school as the research object,based on the analysis of the demand,competition and teachers of education and training in Yantai area,and with the help of STP and 4P theory and the knowledge of brand marketing and service management,analyzes and studies MT school's marketing and service improvement strategies,and combines the actual situation and future development needs of the school from the perspective of products and prices From the aspects of grid,channel,promotion,brand and service,this paper puts forward suggestions for improvement and measures for implementation.Specifically,we can implement diversified curriculum combination strategy,curriculum stratification strategy,core curriculum strategy for target customer groups,meet their diversified needs and spread the school's value proposition;use curriculum combination pricing,differentiated pricing and flexible pricing strategy,multi-channel strategy,price preferential promotion strategy,personnel promotion strategy,activity promotion and joint promotion strategy And other strategies to achieve value transformation;strengthen brand building,enhance awareness,increase brand value;improve service management by improving service quality,optimizing service process,and focusing on customer experience.At the same time,it is necessary to establish the management concept of comprehensive marketing,strengthen market research,optimize the management system,and increase the input of information management system,so as to ensure the implementation effect of marketing strategy.Through the research of this paper,I hope to provide a reference solution for MT school's marketing and service problems,and promote the sustainable development of the school. |
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