Research On Marketing Problems And Countermeasures Of A Small Language Training Institution In Shijiazhuang

With the rapid development of education and teaching industry,the globalization of education and the knowledge-based economy have promoted the further development of language education and training market.The continuous growth of language education institutions in Shijiazhuang has become an important driving force for the development of cultural industries and the construction of efficacy in Hebei Province.A small language training institution in Shijiazhuang(hereinafter referred to as a training institution)is aimed at non-English language learners.Aiming to satisfy the diverse needs in study,employment,work and life,its establishment and operation do not conflict with the "double reduction" policy.Meanwhile,based on the analysis of students’ learning needs and teaching needs,it coordinates with the "double reduction" policy,leading to mutual development.The research on the marketing countermeasures of A training institution can not only further standardize its own development,but also has certain reference significance for small language training institutions of the same type.By studying A small non English language training institution and using SWOT to analyze,this essay elaborate the advantages,disadvantages,opportunities and challenges of A training institution.Based on STP and 7PS theories,a questionnaire survey and interview survey were conducted.By collecting first-hand data,the marketing current status of A training institution was analyzed.The main problems were as follows: limited product satisfaction,controversial price policy,insufficient channel strategies,limited effectiveness of promotion methods and single service form.Additionally,the main causes of the problems are excavated: no effective market segmentation,unclear self-positioning,insufficient understanding of competitors in the same industry,and imperfect marketing strategy.Finally,it puts forward the countermeasures to solve the problems: subdivide the market and select the target market,highlight the absolute advantages of institutional products,effectively control the training price,actively expand the institutional marketing channels,take the means of course promotion marketing,and do a good job in the maintenance of the service process.It is expected to provide operable suggestions for the long-term development of A training institution,which can be applied,as a regional basis,to Shijiazhuang,a typical second tier city,so as to provide a certain reference for the promotion of the marketing level of the same type of institutions in the same industry.