Research On Marketing Strategy Of YX Art Training School Based On SIVA Theory

Education is the cornerstone of a country’s development.China is a large country of education,which is valued by the whole people.With the economic development and social progress,the art education and training industry has already entered the market dividend period,the industry competition is in full swing,and the first tier cities are even more serious.Many front-line education giants began to layout small and medium-sized cities,which intensified the competition in the training market in small and medium-sized cities.In the face of front-line giants,the strength and competitiveness of art training institutions in small and medium-sized cities are weak.A sudden epidemic has accelerated the development of online education,and the competition of offline education is more intense.The national income level has been continuously improved,the second child policy has been fully liberalized,online education has developed rapidly,and the government has strengthened its supervision over the after-school education and training industry.When opportunities and challenges come together,the education and training industry will change.For long-term and stable development,how to market is a very important link in the art training industry.YX Art Training School,as an off-campus art training institution established for 15 years and with long operating experience,has accumulated a certain reputation in Jiyuan City and been recognized by local parents and students in Jiyuan City.However,due to the rapid development of the off-campus art training industry in recent years,YX Art Training School has encountered some problems in its development process,such as uneven training quality,low satisfaction of parents due to lagging service in the later period,and marketing strategy lagging behind the development of The Times.In this paper,YX Art Training School is taken as the research object,and various real materials and data of YX art Training School are analyzed through field visits and interviews with managers and front-line employees.PEST theory and Porter’s Five Forces model are used to analyze the macro environment of the current out-of-school art training market.SWOT analysis is used to analyze the external opportunities and threats faced by YX Art Training School,as well as its own strengths and weaknesses.Using SIVA theory for reference,this paper analyzes the marketing of YX Art Training School,and puts forward targeted marketing enlightenment for it according to the analysis results,that is,to achieve product differentiation.Based on consumers,diversified transmission of information;Add value and establish brand image;We will expand channels and develop the economy through multiple channels.Provide effective marketing strategy inspiration for other similar education and training institutions.