Research On The Marketing Strategy Of A Private Educational Institution

Since the reform and opening up,my country’s education industry has achieved rapid development.With the support of national policies and the increasing emphasis on education by the society,private education and training institutions have good room for development.At present,various types of education and training institutions in our country are emerging one after another,and the types are increasing.How education institutions can stand out from many competitors and occupy more market share requires continuous enhancement of their marketing capabilities and expansion of their high-quality resources.The positioning of the market can occupy an advantageous position in an increasingly fierce market environment.The research of this topic is expected to help more educational institutions achieve sustainable and healthy development and improve the marketing efficiency and profitability of educational service enterprises.In addition,through the promotion and improvement of current marketing strategies,exploring more suitable marketing strategies will not only help the organization’s own development,but also provide a certain reference for related organizations.In this paper,A education and training institutions in Wuxi City,Jiangsu Province as A specific case study.Firstly,under the guidance of marketing 4P theory,Porter’s five forces model,PEST analysis and other theories,the marketing macro environment and marketing competitive environment of A education and training institution are analyzed.Then,the method combining IFE matrix,EFE matrix and SWOT analysis method is used.At the same time,the Analytic Hierarchy Process(AHP)is used to study its marketing status and its own competitiveness from the perspective of quantitative analysis,objectively and truly reflecting the marketing strategy problems existing in the current development of A education and training institution.In addition,SPSS software is used to analyze the questionnaire of relevant consumer personnel of A education and training institution,which can objectively and truly reflect the current situation and future development direction of the institution.Finally,based on the summary,induction and summary of the above status quo and problems,this paper puts forward the optimization direction from the price,marketing channels,environment,personnel and other aspects,and carries out A specific and detailed optimization design of the marketing strategy of A education and training institution.At the same time,measures are provided for the implementation of the marketing strategy of A education and training institution from the perspectives of product culture construction,human resource management and financial guarantee,so as to ensure the effective operation of the marketing optimization strategy of A education and training institution.The innovation point of this paper is:the research method combining IE matrix and SWOT analysis method is used,and at the same time,the analytic hierarchy process is used to calculate the weight of each factor.This paper studies the competitiveness of A education and training institution from A quantitative perspective.