A Case Study On The Marketing Strategy Of The Postgraduate Entrance Examination Education And Training QH Company

In recent years,with the continuous heating up of postgraduate education,number of graduate students in our country continues to increase.According to the statistics of the number of applicants conducted by the examination center of the ministry of education,the number of applicants for the postgraduate entrance examination continued to increase for five consecutive years,and the number of applicants reached 2900 thousand in 2019,up 21.8 percent year-on-year.With the continuous growth of the number of graduate students,the new development opportunities for the postgraduate examination training enterprises also bring great challenges.Among them,the huge market demand leads to the continuous influx of more and more post-graduate examination training institutions while the low entry threshold and easy replication of post-graduate examination training industry,the market presents a very serious state of decentralization,and various price wars,product wars,technology wars,teacher wars and so on make the market extremely competitive.In addition,the improveme nt of online education technology,the rapid development of 5G,the deepening influence of new technologies such as the private domain traffic of we media,and so on,have also made the traditional education operation mode and marketing strategy a great challenge.Therefore,how to improve traditional marketing strategies according to the characteristics of the new external environment and combine with their own advantages,so as to establish a stable market competitive advantage,has become an urgent problem to deal with by many post-graduate education and training companies.This research takes QH postgraduate entrance examination education and training company as the case study object,and analyzes the marketing strategies of enterprises in the postgraduate entrance examination and training market.First,the development history and overall situation of the company were described,and specific scenes were set to explain the main problems existing in the company’s current marketing strategy.Secondly,PEST analysis and Porter’s Five Forces are conducted to analyze the external marketing environment of the company,and the multi-dimensional cause analysis of the problems existing in the marketing strategy of QH postgraduate entrance examination education and training company was conducted.Moreover,through the STP analysis,it confirmed the QH company to perform differentiation marketing strategy,and specialized courses and interview practice for entrance examination as the main target market business direction,and combined with the existing teacher resources to build a multidisciplinary system more talents to create a series of personalized,diversified products,and to strengthen a second-tier market position at the same time,and explores three line cities,to expand the business scope and increase domestic market share.And dependence on 4P marketing theory covering product,price,channel and promotion mode,it put forward a series of marketing strategy on the improvement plan.Finally,it gave a serial of safeguard measures focusing on aspects of the marketing team,organizational management and special funds and so on.Conclusions from this research,on the one hand,would be helpful to improve the marketing strategy of QH Company to effectively cope with the changes of the current market environment and enhance its competitiveness and sustainable profitability.On the other hand,it would be possible to enrich the application research of marketing strategy theory and provide beneficial reference for the application research of marketing strategy in the future postgraduate education and training industry.