Research On Marketing Strategy And Strategy Optimization Of Public Service Examination And Training Of ZG Shandong Branch

The number of college graduates will be 9.09 million in 2021 and is expected to exceed 10 million in 2022.With the increasing number of graduates,slowing economic growth and various factors such as COVID-19,the employment situation has become more severe.In particular,the impact of COVID-19,many enterprises are facing great challenges to survival,and employees are faced with unemployment risk.In this case,public service jobs are more attractive in the eyes of graduates,and the market demand for public examination is greater.After years of development,the competition in the public service training market is becoming more and more fierce.It has formed a competitive pattern in which ZG,Huatu and Fenbi,three national well-known training companies and some regional training companies occupy the main position,supplemented by countless small training institutions.There are many training institutions in the market,with wide differences in training prices and uneven training quality.In the fierce competitive environment,ZG,as a big brand company,has worked intensively in the training field for many years with obvious advantages,but the challenges and new problems it faces cannot be ignored.In order to remain invincible in the fierce competition,we need to reform the development concept,re-examine the enterprise’s own situation,analyze the market environment and form a new marketing model.Taking ZG Shandong branch as the research object,this paper uses the methods of literature,comparative analysis and interview to understand ZG’s operation and marketing status in detail.Under the guidance of management theory and marketing theory,combined with many years of public service training experience,this paper analyzes ZG’s internal and external environment.and points out the problems existing in ZG’s marketing work,including product homogenization.rough pricing,inefficient channels,outdated promotion Poor service experience,etc.Analyze the causes of existing problems.and re apply STP theory and 7PS marketing theory to optimize the marketing strategy for ZG,including product differentiation.price scientization.refined marketing channels,promotion diversification and so on.Put forward the marketing guarantee measures in four aspects:corporate culture,organizational structure.human resources and financial resources.Through research,this thesis explores the marketing model in line with ZG’s current development stage.and tries to change the current downward situation of the company’s business,so as to effectively promote the steady development of the company’s business.At the same time,this thesis has a certain reference for the healthy and orderly development of the training industry under the new market environment.