Research On Marketing Strategy Of Z Company’s Civil Service Examination Training Business

In recent years,the number of college graduates in China has continued to grow,coupled with the impact of COVID-19,the employment situation has become increasingly severe,the phenomenon of "civil service examination fever" is further heating up,which brings about the unprecedented prosperity of civil service examination training market,and also causes the continuous intensification of the industry competition.In the face of fierce market competition,how to make related companies,especially small and medium-sized civil service examination training companies,survive and achieve sustainable development in the highly competitive market by constantly optimizing their own marketing strategies is an urgent problem to be solved.This dissertation takes Z company as the research object,mainly studying the marketing strategy of the company’s civil service examination training business.Firstly,with the 4P marketing theory as the analysis tool,the current situation of the marketing strategy of the company’s civil service examination training business was analyzed.Porter’s Five Forces Model and SWOT analysis model were used to analyze the marketing environment of the company’s civil service examination training business.Secondly,questionnaire method and interview method were used to investigate the marketing strategy of the company’s civil service examination training business,through sorting and analysis of research data found that the marketing strategy of the company’s civil service examination training business has some problems,such as few types of courses,lack of individual courses,lack of market competitiveness in course pricing,insufficient power of new media channels,lack of offline marketing channels,lack of novelty in course promotion methods,and inconsistent strength of course discounts.Finally,under the guidance of STP theory,this dissertation subdivides the market of Z company’s civil service examination training business,selects the target market and makes the market positioning.on the basis of 4P marketing combination theory proposed the company’s civil service examination training business marketing strategy improvement suggestions,including advice Z company’s civil service examination training business add course types,combine the actual demand of students to develop individual courses,adopt low-price penetration strategy for more market share,strengthen the construction of new media channels and maintenance,actively develop offline channels,innovate course promotion methods and unify course preferential strength,etc.In addition,the dissertation also developed a series of safeguards to ensure that the optimized marketing strategy can be implemented smoothly.The research of this dissertation can not only help Z company’s civil service examination training business to break through the development bottleneck and obtain greater competitive advantages in the market competition,but also help to further enrich the research case of marketing strategy of civil service examination training institutions,and provide certain reference for enterprises in the same industry to improve the marketing management level.