Research On Marketing Strategy Of Postgraduate Entrance Examination Training Business Of W Group Harbin Branch

With the rapid development of China’s economy,people’s standard of living has risen constantly improve.The rapid growth of the number of fresh graduates has created an increasingly severe form of employment.Education is the key to a good job.The country’s demand for highly educated professionals is increasing.People’s idea of improving their education is becoming stronger and stronger.As the number of graduate students applying for the postgraduate examination increases year on year,the market for postgraduate examination training is becoming increasingly hot.In today’s economic model and epidemic situation,postgraduate entrance examination training institutions adapt to the situation and bring forth new ideas.They use the rapid development of Internet technology and the convenience of online platforms to bring higher satisfaction courses for postgraduate entrance examination students,thereby improving their market share and achieving the goal of improving the overall competitiveness.In the face of the persistence of the COVID-19,educational institutions should not only adapt to the current environment,but also develop new courses and online marketing programs to adapt to the current stage from the fierce struggle.How to ensure the smooth implementation of these two programs is the problem that this paper tries to solve in the study of W Group Harbin Branch.This paper takes Harbin Branch of W Group as the research object,through the marketing theory learned,combined with the current marketing situation of Harbin Branch of W Group,puts forward problems,analysing the causes of the problems,and finally advancing targeted improvement plans and safeguard measures.Firstly,through analysis of research context,purpose and meaning,understand the research opinions of relevant scholars at home and abroad on the development of the postgraduate entrance examination training industry,and determining the research direction of that paper.Secondly,analyzing the state of affairs,marketing strategy problems and causes of W Group Harbin Branch,and find out the deficiencies of W Group Harbin Branch.Third,through analysis of the theory of PEST,Porter’s Five Forces Model,and consumer demand,we can understand the current regional environment,competition and customer preferences of W Group Harbin Branch,and lay the foundation for clarifying the market positioning and target groups of postgraduate entrance examination training business.Fourthly,depending on market positioning and target groups,through the combination of 4C and 4R marketing theory,we propose a customer oriented correlation strategy,a response strategy from the perspective of improving convenience,a return strategy aimed at saving both parties’ costs,and a relationship strategy by means of communication.Ultimately,in order to ensure the efficient implementation of W Group Harbin Branch business mix marketing strategy,in combination with the actual situation of W Group Harbin Branch,Put forward more powerful support from three aspects: curriculum research and development,teacher training,and market promotion.he core of the article is to analyze the current situation of the postgraduate entrance examination training program.The paper investigates the actual needs and psychological state of customers to deal with the marketing and promotion difficulties of W Group Harbin Branch.It also plays a certain role in creating a harmonious and stable market environment for education and training institutions.