Research On Marketing Strategy Optimization Of Y Art Training Institution

As the economy grows rapidly,and the people’s revenue continuous improving,increasingly more attention has been paid to Art education,especially in subjects such as art and music.The country has increasingly paid attention to the education of aesthetic,the art training,as the largest proportion of the art training market,the competition also is fierce.the influence of the Internet era change consumers lifestyles,furthermore the COVID-19 impact of consumers life on society,and these changes in consumer psychology and behaviors.Small or medium-size art training institutions are facing unprecedently development space and challenges.Therefore,adapting to market changes and optimizing marketing strategies to increase market share according to consumer characteristics and needs is great significance to the future development of art training institutions.This thesis uses Y art training institutions as the research subject.First,analyzes the SWOT of Y art training institutions and comprehensively sorts out and analyzes these aspects: product,product’s price,marketing channels and promotion.Then,through the research method of surveys,with the guidance of the marketing theory and consumer needs,segment market by consumption characteristics.Specifically,to research the impact of consumer characteristics to consumer behavior.And analyzed the influence of consumer characteristics on consumption marketing.Support on consumer behavior,and according to characteristic factors to segment the target marketing.And optimize the marketing strategies involve art courses,price,marketing channels and institution’s promotion.In order to ensure the strategies are implemented smoothly,it will be take safeguard measures according to the optimized STP marketing and four aspects of marketing strategies.To enhance the market competitiveness of Y art training institutions and provides the sustainable development of the institution in the future.At the same time,this thesis can also be used as a reference for the marketing strategy optimization research of other Small and mediumsized art training institutions.Through this research,consumer characteristics affect their consumption behavior,and consumer characteristics also have influence on institutional marketing in consumption behavior.This thesis considers that under the situation of the increasingly competitive market,if Y art training institutions want to remain invincible in the competition and occupy more market share,they can according to consumer demands,make full use of New Media marketing channels,enhance the institution strengths,and improve consumer’s satisfaction and stickiness.thereby ensuring the long-term development of Y art institutions in the future,and improving institution profit margins and obtaining greater gains.