Marketing Strategy Research On JJ Public Examination Training School

In recent years,the number of college graduates in China has been increasing year by year.From 2010 to 2020,the number of college graduates increased from 6.31 million to 8.74 million,and the number of college graduates in 2020 increased by 400,000 year on year.In the domestic macroeconomic downturn and the negative impact caused by the epidemic,"employment difficulty" has become a more urgent problem.In such a severe employment situation,civil servants attract a lot of fans with their stable salary and perfect welfare system.It is because of the growing "public examination fever" that the public examination education and training industry has emerged.According to the written test,interview participation rate of 30% and 50%,customer unit price of 5000 yuan and10,000 yuan,the scale of the civil service training market is estimated to be about 15.6 billion yuan in 2020,the future will continue to maintain steady growth,the market size is expected to exceed 28 billion yuan in 2025.This article research object JJ and training school is a tiny startup company,is a company committed to the training school of public exams,its main business for public office in written examination and interview training,specific include countries and provinces and cities around the local officeholder enroll,police recruitment,institution staff enroll,university student village official enroll,etc.,It is mainly for the examinee in Yunnan Province.In recent years,with the increasingly fierce competition in the industry,the consumer market iterative upgrade,schools lack the necessary management experience and knowledge reserve,the external homogeneity competitive under the situation of the hard-hit,aimed at school also failed to form a clear train of thought for the future development of thinking,a grave shortage of professional modern management philosophy...Through the questionnaire survey,this paper summarizes the problems that need to be solved at present in JJ public examination training school,such as simple course types,unreasonable setting,rigid and single pricing and promotion mechanism,fierce competition of homogenization,insufficient marketing channel development,and service quality problems.Then,using PEST analysis method and Porter’s five forces model to conduct in-depth analysis of the internal and external environment of the school,according to the first-hand detailed information and data,using SWOT analysis method to analyze the external opportunities and threats faced by the JJ public examination training school,as well as the internal strengths and weaknesses.On this basis,the improved JJ public examination training school target market selection and positioning,on the basis of the theory of 4 ps marketing mix for the school to develop a more reasonable perfect marketing strategy,namely,strong research and development,best price,wide channels,sales promotion,heavy service,to provide students with high quality products and services,to win the trust and recognition of students.Combined with what I have learned,this paper makes an in-depth study of JJ public examination training school and puts forward feasible marketing strategies,which can not only find a way out for the long-term development of the school,but also provide some reference for other public examination training institutions with such problems.