Research On The Marketing Strategy Of S Children’s English Education And Training Institutions In Qinhuangdao

With the rapid development of economy and the emphasis on quality education,more and more teaching and training enterprises are engaged in,and the market competition is becoming increasingly fierce.How to make education and training institutions more standardized and professional in the fierce market competition is an urgent problem to be solved.Similarly,at this stage,the competition in Qinhuangdao’s education and training market is also very fierce.Qinhuangdao S English training institutions can gain advantages in the competition only by studying more applicable marketing strategies under the background of the "double reduction" policy.First of all,on the basis of literature review and auxiliary questionnaire survey,SWOT theory and service marketing theory are introduced.Taking Qinhuangdao S English training institution as the research object,the parent questionnaire is designed and analyzed,and the service product structure,enrollment situation,curriculum setting,and promotion methods of Qinhuangdao S English training institution are analyzed to clarify the marketing difficulties faced by the institution.Secondly,combined with the survey data obtained,PEST is used to analyze the competitive environment,SWOT is used to analyze the marketing environment,Porter’s five forces model is used to analyze the competitiveness,STP is used to analyze the marketing strategy,scientifically outline the marketing status of the service products of Qinhuangdao S English training institutions,and point out the problems in the market.Then,aiming at the problems found,according to the 7Ps theory,we put forward specific suggestions on improving marketing strategies from the aspects of products,prices,channels,promotions,personnel,tangible displays and service processes,strengthen course products,flexible price system,expand online and offline sales channels,increase low-cost drainage courses,enrich display means,improve publicity effects,enhance staff service awareness,enhance team cohesion,and improve teachers’ quality,Pay attention to the marketing process,combine the network and community marketing channels,and optimize the improvement strategy.Finally,specific safeguard measures and management suggestions for continuous optimization and improvement strategies are proposed.It is hoped that the work completed can provide useful reference for the development of children’s English education and training institutions.