Research On Marketing Strategy Optimization Of JSK Education And Training Institutions

Since the promulgation of “Law on The Promotion of Private Education” in December2002,the education and training industry has officially entered the public view.With nearly20 years of history,the development of China’s education and training industry has become more and more professional,standardized and market-oriented,With the development of the industry,parents’ cognition of education and training institutions is becoming more and more rational.Therefore,an unprofessional educational institution will be eliminated sooner or later.JSK education as a new extracurricular counseling organization,set up for two years or so,in two years time,grasp the quality of teaching,ignoring the marketing strategy,its development has been tepid,therefore,JSK education wants to gain a foothold in the education market,we must adjust the current marketing status as soon as possible,to optimize the marketing strategy.Guided by relevant theories of marketing,this paper first analyzes the current marketing state and competitive environment of JSK education,and sorts out the problems existing in its marketing strategy.Secondly,through the questionnaire survey,further find out the causes of the problems,and analyze.Through SWOT analysis,the advantages and disadvantages of JSK education are sorted out,and combined with STP theory,the appropriate target market is selected for JSK education,the market is precisely positioned,and the marketing strategy is improved.Finally,using the 7Ps theory,design the marketing strategy optimization program conducive to its development.In addition,safeguard measures should be set up from the aspects of system,personnel,incentive and fund to ensure that the optimized marketing strategy can be implemented well.In addition to the optimization of JSK education marketing strategy,this paper also has a certain reference value for the development of other small and medium-sized educational institutions,and has a certain role in promoting the good development of China’s education and training industry.