Research On Marketing Strategy Optimization Of An Educational Training Institution In Nanning

With the increasing proportion of people’s investment in education,it has created huge development space for education and training institutions and triggered fierce market competition.Under the support and promotion of diverse capital,offline and online education and training institutions have made rapid progress.However,recently,the state has made the "double reduction" policy,pouring cold water on the hot k12 education and training market.With the implementation of the "double reduction" policy,many education and training institutions have likewise ushered in the transformation.It is only an urgent problem for training institutions to develop towards more standardization and specialization under the guidance of national policies.Among them,traditional marketing means can no longer respond to the needs of the development and survival of training institutions.Nowadays,after parents purchase training courses from training institutions,training institutions have a large number of parent databases of parent information,which enables training institutions to break the traditional marketing mode,use database marketing methods,deeply explore parents’ needs and provide matching services,improve service value,and bring infinite vitality to education and training institutions.Especially today,with the rapid development of information technology,how to use computer information technology to quickly analyze the parents’ consumption data of training institutions,gather parents with the same consumption habits into a group,and optimize marketing strategies for different parent groups can greatly reduce marketing expenses.This paper takes an educational training institution in Nanning as the research object.Firstly,it is therefore proposed using k-means clustering technology to analyze the transaction data of parents,so as to classify the parents and provide corresponding marketing strategy optimization for different parent groups.Then,using pest macro environmental analysis and Porter’s five forces model analysis,this paper analyzes the marketing environment of an education and training institution.Finally,using the theories and methods of questionnaire survey and marketing theory,this paper makes an all-round and multi-level investigation and Analysis on Nanning a education and training institution,and finds out the main problems existing in the current marketing strategy of Nanning a education and training institution from four aspects: product marketing strategy,price marketing strategy,channel marketing strategy and promotion marketing strategy,It is found that the class type of a education and training institution in the product marketing strategy is unreasonable,the training courses need to be more diverse,the training courses are not combined with new technologies,and the training course services need to be improved.In terms of course pricing strategy,there are problems of single pricing and parents’ thinking that the pricing is too high.In terms of marketing channels and promotion,it is too customary to keep pace with the time.The main reasons are: unstable teacher team,single course marketing channel,insufficient attention to Internet marketing mode,and lack of professional brand management team.Finally,I formulated the marketing strategy of an educational training institution in Nanning,including: providing customized products and services for different groups,optimizing the software and hardware facilities differentiated price strategy,marketing channel optimization strategy and diversified promotion strategy and giving to the corresponding guarantee strategy.This paper provides some suggestions for the marketing strategy optimization of Nanning an education and training institution,and provides practical model schemes for the marketing of other similar training institutions.