The Research Of Marketing Strategy On D University Abroad Study Training Program

This paper takes "Study Abroad Training Program Of D University" as the research object,which is representative of the study abroad market.Affected by the epidemic,the study abroad market is full of uncertainties and challenges,intensified market competition.On this basis,the traditional marketing methods of the project are not enough to meet both internal and external challenges of the enterprise and also cannot meet the target of the number of students enrolled in the project.Taking this as the research background,analysis from the perspective of project marketing mix and market positioning,how to promote the allocation of project resources and the optimization of marketing strategies.In current market environment of studying abroad,the survival and development of studying abroad training programs are inseparable from marketing strategies.Through the formulation of marketing strategies and the implementation of marketing activities,let consumers recognize the products of the university’s overseas projects,and ultimately realize consumers’ recognition of the project.Therefore,the optimization of marketing strategy has an important impact on the development of D university projects.D’s project is very representative of the domestic study abroad training program,belongs to the first study abroad training program in Northeast China.In the fierce market competition,D has achieved certain results through their marketing methods and has a certain influence in the northeast region,but in recent years,the enrollment number has declined year by year,it exposes a series of problems.Through real case experience at work and questionnaires.It is concluded that the main external reason for the large decline in the enrollment of the D university program at present is that the international flow affected by the epidemic has been seriously hindered,the marketing behavior has been restricted online,and the overall study abroad market is very sluggish.The internal reasons are mainly concentrated in the slow update of products and the single type.The market positioning is not accurate and publicity method is not relatively extensive;Single marketing channel lacks intermediary cooperation and other aspects.In view of the above problems,through internal summary analysis,questionnaire and other methods to put forward the project improvement measures.First of all,the domestic and foreign analysis of foreign marketing strategies is used to understand the relevant theories of 7P and marketing conditions of the education industry through literature research.Research the current situation of D’s marketing strategy,elaborate on the macro environment and micro competitive environment,summarize the advantages,disadvantages,opportunities and challenges faced by D’s project,the biggest challenge is the epidemic and the uncertainty of the international situation;Secondly,analyze the customer needs of D’s project and summarize the problems existing in the marketing strategy of Project;Thirdly,through the segmentation and selection of the market at the current stage of the market positioning of the D’s project,the market positioning of D’s program is""International High School and Public High School International Department as the main target market,a high-quality and diversified platform for the advancement of world famous universities with high-end talents in finance and economics." Finally,from the seven aspects of products,prices,channels and promotions,personnel,tangible display and service process,propose the optimization of the marketing strategy of the D university project.