Research On The Precision Marketing Strategy Of Urumqi Xiaoboshi School

With the development of music education in China,more and more music education and training institutions pour into this market,competition is becoming more and more fierce.At the same time,customer demand is changing and developing,and the government’s supervision on off campus music education and training institutions is becoming more and more strict,traditional marketing methods can not meet the needs of the survival and development of music education and training institutions.As a micro music education and training institution,Urumqi Xiaoboshi School also face the problems of marketing strategy,marketing concept backwardness,single marketing means and customer service system is imperfect,and then affect the healthy and sustainable development of this micro music education and training institution.How to expand more and more new customers in the highly competitive music education and training market,how to maintain old customers and improve their loyalty,how to ensure the smooth implementation of marketing strategy,are urgent problems for many small and micro music education and training institutions.This article takes Urumqi Xiaoboshi School as a case to study the precise marketing strategy of small and micro music education and training institutions.First of all,the interview and questionnaire survey method are used to understand the current status of the precision marketing of Urumqi Xiaoboshi School,and summarize the existence of its precise marketing process and the main problems.Secondly,in view of the problems existing in the precision marketing process of Urumqi Xiaoboshi School,combined with the relevant theories of marketing and precision marketing,the analysis of music education market environment and the present situation of Urumqi Xiaoboshi School,a set of "five-in-one" precision marketing system supported by CRM is established for this education and training institution,namely,precise market segmentation and positioning system,precise personalized general training product system,precise one-to-one direct communication system,precise customer delivered value system and sustainable chain reaction multiplication after-sales service system.Finally,according to the constructed precision marketing system,a set of implementation strategies for the implementation of precision marketing strategy is formulated,including the implementation strategy for optimizing the management system and implementation schedule,the strategy for establishing a refined management system for students,the CRM system and the strategy for continuous optimization.