Research On Marketing Strategy Improvements Of A Education Training Institution

As a just needed market for adult training,the adult examination oriented training market has developed rapidly recently with the surge in overseas students as well as in candidates who had participated in the postgraduate entrance examination and certificate examinations.On one hand,the growth of demand leads to the surge in institutions;Under the double reduction policy,some K12 institutions have also focused on the adult examination oriented training market,which has led to stiffer competition.In order to enhance their competitiveness,adults,especially college students,have strong willingness to participate in training,and their needs are becoming more and more diverse.Development of information technology has broken the regional restrictions on training,further released the demand for training,and provided greater space for the development of the market.In this context,formulating the marketing strategy combination suitable for A educational institution is the key to its transformation from word-of-mouth oriented institution to market-oriented institution.Guided by the 7P marketing mix,this paper first analyzes the internal and external environments of the institution,from which it can be seen that the external environment is favorable to the development of adult exam oriented training market.Institution A is in good operational and financial conditions.Then this paper gives details about the status quo of the marketing strategies adopted by the institution,and analyzes the problems with them as well as the causes of these problems.On the basis of STP analysis,this paper uses 7P marketing mix and proposes some improvements to the marketing strategies.According to the Product Strategy,it should strive to make the products different and the structure of them more reasonable.For the Price Strategy,various pricing strategies should be used to meet the changing needs of customers.According to the Place Strategy,the range of its marketing places should be widened,especially online ones;it should put emphasis on the importance of different industry cooperation.For the Promotion Strategy,some promotion activities should be added.For the Physical Evidence Strategy,it should publish teaching results,develop applications,require employees to dress uniformly,and increase the types of intelligent learning equipment as well as publicity materials.According to the People Strategy,it should cultivate marketing compound talents and maximize the role of personnel.For the Process Strategy,the pre-class evaluation and after class service processes should be standardized.The improved marketing strategy will have more flexibility and timeliness.Finally,this paper puts forward three precautionary measures,related to human resources,finance and customer resource management,to ensure that the improved strategies can be implemented.To sum up,for A education and training institution,its competitiveness is expected to be enhanced because of the improvements of its marketing strategies.