Research On Marketing Strategy Of AEX Education And Training Institutions

In recent years,as the country pays more and more attention to the development of accounting talents,the accounting training industry develops rapidly and the market scale expands continuously.Due to the impact of COVID-19,the traditional accounting training industry is facing great challenges,but it also brings new development opportunities.The industry competition will be more intense,and the traditional accounting training industry urgently needs to formulate new marketing strategies.AEX Education and Training Institution is a local accounting training institution in Yunnan province.It has developed rapidly in the past 10 years and has established a good reputation in the industry.However,in recent years,with the intensification of market competition and the impact of the epidemic,the market share growth has been weak,and STP positioning and 4PS strategy have gradually presented different problems.Taking AEX education and training institutions in the accounting education and training industry as the research object,this paper analyzes the marketing status,existing problems and causes of THE STP positioning and 4PS strategy of AEX education and training institutions by means of literature research,field research and comparative analysis.It also analyzes the external macro environment and industry environment that AEX institutional marketing faces.After analysis,it is found that the marketing strategy is not deep enough;The choice of target market is not clear enough;Market positioning did not play its own advantages;No new product development strategy according to market demand,single product positioning strategy,no product portfolio strategy;The price is high,the advantage is not obvious,and the product pricing strategy is relatively single;Single marketing channel,marketing strategy did not advance with The Times;Promotion strategy is too old-fashioned,lack of timely adjustment and other problems.Through analysis,this paper proposes STP optimization strategies for AEX education and training institutions,such as market segmentation,target market selection and market positioning,and 4PS optimization strategies for products,prices,channels and promotions,and puts forward supporting measures in policy,system,finance and corporate culture.