Blue Sky Education Group Training Business Marketing Strategy Study

In recent years,influenced by the economic and social development and people’s concept of career selection,especially the impact of the recent epidemic on the economy and society,more and more people pursue stable jobs and choose public service careers as their career development direction.The strong market demand has given rise to the explosion of public service education and training institutions and produced a number of influential brands.Although there are many education and training institutions,their development is also mixed.Blue Sky Education Group,as an old public service training institution,has a certain scale and influence in the industry,but from the development of recent years,there are also some problems.This paper mainly focuses on the marketing strategy of Blue Sky Education Group’s training business,firstly,we analyze the current situation and problems of its training business marketing,the main problems are: the product structure is relatively single,which cannot meet the diversified needs of consumers,the business development is unbalanced,and the development of online education is backward;the product price is generally high,which is out of line with the reality that most of the consumers are college students who have just graduated and their economic base is relatively weak;the promotion of the products is not only good,but also good.The promotion channels of the products are narrow,mainly using traditional means of publicity,with few modern means of publicity,and the application is not deep and comprehensive;the promotion is limited to the traditional discount sales and free experience,without combining the characteristics of its own products to engage in promotional activities.In order to solve these problems in the marketing of Blue Sky Education Group’s training business,this paper analyzes the "4P" and "7P" theories of marketing,the macro marketing environment and the micro marketing environment,and explains the external political,economic,technological and social environment of Blue Sky Education Group’s training business.The paper elaborates on the political,economic,technological and social environment outside the training business of Blue Sky Education Group,clarifies the macro environment of development and the micro environment of stakeholders,combines SWOT analysis,clarifies the opportunities and challenges,advantages and disadvantages of its own business development,adopts the "STP" strategy,clarifies the market segmentation,target market selection and market positioning of the business,and makes a decision on products and services,product We propose improvement measures for Blue Sky Education Group’s training business in terms of products and services,pricing,channels and promotions.Products and services: Focus on creating diversified,refined and personalized products to meet the diverse needs of consumers,vigorously develop online education,and provide perfect,thoughtful and detailed services.Product pricing: Implement a hierarchical pricing strategy,combining mid-and high-end,with mid-range as the main focus.Channels: broaden marketing channels and adopt more modern marketing channels.Adhere to the effective combination of online and offline channels,offline to drive online,online to promote offline;promotion: change the single means of promotion,more combined with their own product characteristics to carry out targeted promotion.Combine with some important time and events to seize the psychological needs of consumers and create consumption points.In order to guarantee the effective implementation of the program,this paper also puts forward the relevant guarantee measures from human,financial and material aspects.It is hoped that this paper can provide a reference for the development of other educational training institutions in China while achieving better marketing results for Blue Sky Education Group’s training business.