Research On The Marketing Strategy Of Jinan X Company Studying In North America

In recent years,with the continuous development of educational institutions,the education and training industry has increasingly occupied an important position in the market.Jinan X company,as a leader of educational and training institutions,has developed more rapidly in recent years.Although Jinan X company has a great advantage in the training of studying abroad in North America,with the continuous expansion and development of the education and training industry,the company’s market share in studying abroad in North America also has the threat of gradually decreasing.Therefore,in this case,it is of great significance to analyze the internal and external development of Jinan X company’s North American study program,and study and improve the marketing strategy of Jinan X company’s North American study program to improve its market competitiveness.Based on the domestic and foreign literature and marketing strategy related theoretical research,this paper first analyzes the external environment of Jinan X company’s North American study program,mainly from the macro and micro perspectives.Then,it analyzes the current marketing strategy of Jinan X company’s North American study program from seven aspects: product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,tangible display strategy and process strategy.By using the method of questionnaire survey,this paper investigates the marketing status of Jinan X company’s North American study program.The statistical results show that there are some problems in Jinan X company’s North American study program,such as low service mode satisfaction,low brand awareness,customer dissatisfaction with product prices,lack of new channels,unreasonable promotion strategies,unrecognized staff image,defects in teaching environment,and poor process management Clear and after-sales tracking is not in place.On this basis,this paper improves the marketing strategy of Jinan X company’s North American study program from the above seven aspects,and puts forward the improvement measures to guarantee the marketing strategy of Jinan X company’s North American study program,mainly including improving the construction of service standardization,improving personnel management strategy,expanding marketing means and developing emerging technologies.The research of this paper has a certain guiding effect on the adjustment of the marketing strategy of Jinan X company’s North American study abroad project,and provides a certain reference value for the marketing of similar projects of other institutions.