Research On Optimization Of Marketing Strategy Of HHB Education And Training Company

The unbalanced development of education resources determines the scarcity of high-quality education resources in most areas of our country.Therefore,most parents and students expect to obtain more high-quality education resources through extracurricular education,which leads to an increase in the demand for extracurricular education and the market for extracurricular education and training has entered the fast train of development.HHB Education and Training Company,located in Chengdu,Sichuan Province,is an organization that provides high school extracurricular training services.The company is established in 2015,and has gained a certain market share through many years of operation.However,the competition in the education and training market is becoming increasingly fierce.To tap HHB’s core competitiveness and optimize the status quo of marketing strategies has become an urgent need for HHB education and training company.Through combing the research status of the marketing strategy of education and training companies by domestic and foreign scholars,it clarified the three elements of education and training companies to enhance core competitiveness,determine the target market,improve user satisfaction,and the particularity of company resources.This article will start from understanding the market demand for extracurricular tutoring for the college entrance examination in Chengdu,and the company’s user satisfaction.Based on an in-depth understanding and analysis of the off-campus training industry,this article uses literature research,questionnaire surveys,and user interviews to analyze and optimize the current status of HHB’s marketing strategy.Firstly,using the PEST analysis model to analyze the HHB company’s market from the four aspects of the national new college entrance examination policy and private education laws and regulations,the economic development of Chengdu,the economic environment of the education and training industry,the social environment of extracurricular education,the education environment of the college entrance examination in Chengdu,and the science and technology environment.Analysis of the marketing environment.Secondly,taking the 4C customer value theory as the starting point,the collected basic information of the target market customers,supplementary lesson behavior,learning situation,supplementary lesson needs,consumption preferences,training information acquisition and other questionnaire data are scanned and analyzed to understand the needs of the college entrance examination training market in Chengdu,And then determine the market positioning of HHB’s personalized college entrance examination extracurricular tutoring and art test full-time training service leader.At the same time,through data analysis,it is found that there is no significant correlation between household income and education and training expenses.In addition,from the perspective of 7P service marketing theory,through the company’s user satisfaction survey and analysis of the company’s current marketing situation,it is found that there are many problems in the aging of education products,single marketing channels,weak awareness of publicity and promotion,low efficiency in the service process,and imperfect employee job incentive mechanism,so as to address the existing problems Carry out strategy optimization to improve user satisfaction: In terms of products,the strategy of“consolidating superior projects,developing potential projects,and eliminating disadvantaged projects” is adopted,which is different for the company.Optimizing products,building a diversified product system,and creating brand-featured products;in terms of marketing channel optimization,we will further expand the market through the construction of "Internet +" online and offline channels,as well as relationship marketing,propaganda,company public relations activities,and promotional activities cultivate public brand image and increase marketing efforts;in terms of service process strategy optimization,by creating a simple and comfortable teaching environment,increasing service value-added and streamlining service processes are optimized;In terms of personnel management,improve the employee performance incentive assessment system,formulate employee promotion and development channels,reduce employee work pressure,and focus on employee professional ability training.The research on the optimization of marketing strategy of HHB education and training company in this article not only helps the company formulate reasonable marketing strategy and enhances the company’s core competitiveness,but also provides a certain reference for other similar enterprises in Chengdu.