Research On Marketing Improvement Strategy Of A Art Training School

China has issued a lot of policies in recent years to regulate and manage private educational institutions,and discipline-based training institutions have transformed into art-based training institutions.Facing the severe situation,A Art Training School must use more effective marketing methods to win the trust of the market and consumers in the increasingly fierce competition environment,finally stand out and develop further in the market.A Art Training School was established in Luzhou,Sichuan in June 2012.It is a small art training school.Since its establishment,the school has been developing steadily.Because of COVID-19 and the emergence of online education,its performance has gradually declined.The current marketing strategy of A School is no longer suitable for the rapidly changing internal and external environment.Therefore,it is necessary to analyze the current operation of the school and Combined with the business status of competitors in the industry to find out the problems and defects of the school.In the end,come up with systematic solutions to help the school develop rapidly in the region.The thesis takes A Art Training School as the research object.It uses Porter’s Five Forces Model and PEST analysis firstly which aims to analyze the internal and external environment of the school in the research process.Meanwhile,introduce the school’s basic operating situation,organizational structure and business category.Secondly,it uses the questionnaire survey method to analyze the needs of customers.There are following problems towards the current marketing of A school combined with the survey data:invalid segment and vague target market,product homogenization,simple traditional marketing channels,unsuccessful promotions,unstable Staff team.Thirdly,in response to these problems,the Thesis uses STP analysis method to carry out effective market segmentation for A school,and determines the school’s target positioning of taking a specialized and differentiated product and service route.according to 4P Marketing Theory,the thesis adopts the marketing improvement strategies including:（1）In terms of products,it is proposed to strive to improve the quality of formal courses and trial courses,and to increase the conversion rate subtly.（2）In terms of price,it is proposed to adopt differentiated pricing strategies and promotional pricing strategies.（3）In terms of channels,it is proposed that both online and offline channels should work together.（4）In terms of promotion,it is proposed to keep pace with the times,comprehensively use a variety of promotion methods.Finally,this thesis puts forward the implementation measures of the marketing strategies of A Art Training School,and proposes the guarantee means to improve the marketing measures from the following three points: organization guarantee,incentive system guarantee,and idea guarantee.This thesis has a certain guiding role for improving the marketing strategies and the market competitiveness of A school,and provides a reference for the same kind of schools.