Research On Marketing Strategy Of WD Postgraduate Entrance Examination Training Institution

In recent years,with the continuous expansion of college students,the number of graduates in China is rising year by year.In 2021,the number of graduates in China reached9.09 million,a record high.The expansion of the number of graduates makes college students face a severe employment situation.In addition,employers have higher and higher standards for talent selection,which leads many undergraduates to choose postgraduate entrance examination to improve the quality of employment.By 2022,the number of applicants for postgraduate entrance examination has increased by 400000 compared with the previous year,and the total number has exceeded 4.5 million.Due to the influence of COVID-19,many enterprises have reduced the cost by controlling manpower,resulting in many graduates facing the embarrassment of "difficult employment".It is precisely because of this social background that the total number of graduate students in China remains high.This has also led to the rapid rise of many postgraduate entrance examination counseling institutions in a short time.According to the data,the scale of China’s postgraduate entrance examination market has exceeded 15 billion in 2020.It is expected that it will continue to rise in the next five years from 2021 to 2025.This research takes Dalian WD postgraduate entrance examination counseling institution as the research object.WD postgraduate entrance examination counseling institution is a school dedicated to providing professional postgraduate entrance examination counseling for college students.Its main business is to provide professional college planning for students in the preparation stage,and provide written examination and interview guidance for relevant subjects including public courses and professional courses.At the same time,relevant vocational training projects such as medical examination,public examination,construction examination,teaching capital examination and legal examination are also set up.In recent years,with the fierce market competition,WD postgraduate entrance examination counseling institutions are facing severe tests: serious product homogenization,low market share,imperfect systems...These problems have led to the stagnation of the institutions for a long time.This research will analyze the postgraduate entrance examination counseling market and help WD postgraduate entrance examination counseling institutions formulate an implementable marketing plan.Firstly,by combing the marketing theories and marketing analysis tools at home and abroad,it provides theoretical support for the implementation of WD organization’s marketing strategy;Secondly,it makes a comprehensive analysis of the internal and external environment,market competition environment and the actual operation of the enterprise,so as to find the fundamental problem of the marketing of the WD postgraduate entrance examination counseling organization;Finally,formulate a marketing strategy suitable for the development of WD postgraduate entrance examination counseling institutions,so as to ensure the sustainable and stable development of WD postgraduate entrance examination counseling institutions in Dalian.For the postgraduate entrance examination guidance industry,the difference of its market operation is not prominent.This research aims to put forward a reasonable marketing plan for WD postgraduate entrance examination counseling institutions,and provide favorable reference suggestions for other educational counseling institutions with common problems.