Research On Marketing Strategy Improvement For IT Training Course Of H Company

With the development of The Times,the concept of Internet + has become more popular.Cloud computing,big data,Internet of Things and other technologies have been widely applied in various industries.The rapid development of IT industry has brought about a huge talent gap.Online education develops rapidly and is welcomed by more and more consumers.IT vocational training is facing reform and marketing strategy also needs to be adjusted.In order to better grasp the current consumer demand,meet the talent shortage of the industry,and accurately market potential customers,this paper analyzes the existing problems of H Company’s marketing strategy,and puts forward reforms on this basis.In this paper,the marketing strategy of IT training courses of H company as the research object,the author first uses PEST analysis to analyze the macro environment of IT training courses of H company,and at the same time uses Porter’s Five Forces model and 4Ps theory to analyze the industry environment and enterprise development status.Secondly,after the data survey and analysis of H Company’s IT training courses,the problems existing in product,price,channel and promotion of H Company’s marketing strategy are summarized.The optimization scheme is proposed to solve the related problems.In terms of product strategy,we will highlight course differences,pay attention to students’ feelings,promote online teaching,strengthen internal management,training and cooperation with enterprises.Price strategy,strengthen cooperation with loan institutions to provide convenience for students to solve the tuition problem.In terms of channel strategy,new marketing channels should be explored to reduce the dependence on university channels,and investment in areas with few students should be strengthened to reduce regional dependence.In terms of promotion strategies,we should increase investment in network marketing,strengthen training of marketing personnel,strengthen the process of marketing programs related to festivals and events,and improve the importance of ground promotion and experience classes.Then,the author compares and analyzes the situation of the company before and after the improvement of marketing strategy,and finally puts forward the guarantee measures for the improvement of marketing strategy,including the guarantee of organizational structure,the guarantee of talent team,the guarantee of assessment mechanism,and the guarantee of professional training.Through the research and analysis of the marketing strategy of H Company’s IT training courses,this paper will help H Company better grasp the target customers,improve market share and customer loyalty,and promote the sustainable development of H Company.At the same time in the marketing practice to find a more instructive marketing plan for other education and training institutions to improve the marketing strategy to provide reference.