| In recent years,with the increase of employment pressure,more and more people apply for civil servants,and the civil servant examination training industry has developed rapidly.Influenced by the education reform,the traditional basic training industry has also turned to the civil servant examination training industry,and vocational education and adult education and training have also begun to focus on the field of civil servant examination training.At the same time,Xinxing civil servant examination training company began to vigorously carry out online education and training with the help of intelligent means.Therefore,the survival pressure of traditional civil servant examination and training companies has increased sharply,so it is urgent to explore new marketing strategies and expand the market share of civil servant examination and training.This paper takes Runyu civil servant examination training company as the research object and value marketing theory as the research basis.Interview the principals of several training companies to understand the common development difficulties of the current civil servant examination training industry.By means of questionnaire,investigate the value cognition of current online and offline users to Runyu civil servant examination training company,on the one hand,master the value cognition of current online users to Runyu civil servant examination training company through perceived applicability,learning convenience and learning supervision,on the other hand,through learning completion,teacher professionalism Learn from supervision and master the current offline users’ awareness of the value of the training of Runyu civil servant examination training company.Combined with the macro and micro analysis of the industry marketing environment,this paper analyzes the causes of serious user diversion caused by the current competitive pressure,aims at the target group,identifies its unmet consumer demand,widens the demand dimension,and puts forward targeted countermeasures and suggestions from the perspective of value marketing,so as to fully mobilize enterprise resources and maximize users’ satisfactory value cognition of training,Even exceed the expected value satisfaction,fundamentally increase the enterprise value and enhance the competitiveness and comprehensive strength. |
