Research On Optimization Of Marketing Strategy Of A Education Training Institution

Driven by the constant living standards improvement,mixed with the rapid socioeconomic development,more and more people are beginning to attach importance to education,and are gradually increasing investment in children’s education.At the same time,the state is also vigorously supporting private education and has put forward the strategic guidance of "supporting social forces to establish education".Some businesses,based on this excellent environment,have realized the development potential of the education and training market and have joined the industry one after another,making the competition in the education training market increasingly fierce.This paper takes A education training institution(hereinafter referred to as A institution)as the research object,combined with marketing 4P theory,marketing environment theory,and education marketing theory to conduct in-depth research on its marketing strategy issues.Compared with other education training institutions,A institution started relatively late.In recent years,although it has adopted strategies such as low prices and trial experience classes,the overall business growth is not satisfactory.In this regard,this paper firstly analyzes the internal and external environment of A institution to understand the opportunities and competitions that A institution currently face.Secondly,it analyzes and summarizes the marketing status of A institution,and conducts a questionnaire survey from the perspective of parents satisfaction,summarizes the survey data,and then points out the problems with the marketing strategies of A institution: the curriculum combination is not rich enough;the price system is not perfect;the construction of marketing channels is relatively lagging;the promotional methods are lacking in innovation.Moreover,the reasons for the problems are analyzed: the management of A institution lacks modern marketing awareness;lack of clear market positioning of A institution itself;channel management system needs to be improved urgently;inadequate attention paid to the actual needs of students and their parents.Finally,based on the actual situation and development environment of the A institution,optimization suggestions are put forward from the product strategy,price strategy,channel strategy,and promotion strategy.This paper aims to increase the market competitiveness of A institution and realize its sustainable development through the research on its marketing strategies.Meanwhile,it significantly has certain reference meaning for the marketing development of other training institutions,and is conducive to promoting the healthy development of the whole education training industry in our country.