Research On Marketing Strategy Optimization Of Nanjing Firenze Education Company’s Preschool Education Products

With the reform of education system in China,changing exam-oriented education for quality education has become a strategic move of our education to show brand new posture.Among them,the preschool education industry,which focuses on quality education,has a particularly prominent development speed and huge market potential.Nanjing Firenze Education Company is an international brand preschool education company specializing in Fas Trac Kids courses.Although it has obvious advantages of brand courses with many years of industry experience,it has gradually shown many problems in recent years,such as insufficient sales power,serious loss of members and talents,etc.Moreover,in 2019,the company’s overall sales performance fell off a cliff.Facing the unprecedented severe situation,the company urgently needs to solve the growth dilemma by optimizing the marketing strategy.This paper adopts the logical thinking of "theoretical research-investigation and analysis-strategy research".First,the relevant literature at home and abroad is sorted out,and the relevant research is summarized,which provides the corresponding theoretical basis for the subsequent optimization of the company’s marketing strategy.Secondly,starting from the actual situation of the company,through the data collected by questionnaire and interview outline analysis and research,diagnosis of company marketing problems and the reasons of the status quo and the reality from the company’s macro environment,competition environment combined with company’s strengths,weaknesses,threats and opportunities on dimensional analysis research,the optimization of the marketing strategy for the company to provide strong data support.Finally,based on the guidance of the 7Ps theory and the 4Rs and OMO marketing theories,the paper proposes specific optimization strategies for the original marketing strategies of the company in seven aspects: Meet the customers’ personalized needs of customized courses Online+Offline product optimization strategy,more flexible module price optimization strategy,diversified portfolio optimization strategy of sales promotion,the guest mode of OMO channel optimization strategy,provide human nature to change more advantage of personnel optimization strategy,the tangible demonstration of more innovative consciousness optimization strategy,competition oriented process management optimization strategy And gives the guarantee measures to ensure the effective implementation of the marketing strategy.The marketing strategy combination optimization scheme and safeguard measures proposed in this paper can effectively improve the profitability of the company,help the company to better adapt to the changing market environment,eliminate the adverse impact caused by market environment problems,and ultimately enhance the core competitiveness,to achieve sustainable development of the company.This article not only guides the development of Florentina education company in Nanjing,but also provides reference for similar preschool education institutions in China to break the traditional marketing mode.