Research On Marketing Strategy Of IT Vocational Skills Training Business Of Z Company

In recent years,China’s support for education has become increasingly strong.Many vocational skill training institutions have flooded into the education and training market.Customers have more and more choices,and the requirements for training quality and service are more and more detailed.How training companies can gain more market share in a highly competitive environment,and how to expand new customers,maintain old customers and improve loyalty are urgent problems for many small and medium-sized enterprises to solve.Company Z is an organization engaged in IT vocational skills training.Over the years,it has been adhering to the concept of customer centered and customer service,and has exported a large number of talents to the IT industry.However,with the development of the vocational skills training market,Company Z is facing many problems in marketing that need to be analyzed and solved.This paper takes Z Company as the research object,takes 7P marketing theory and relevant research achievements at home and abroad as the theoretical basis,uses the method of questionnaire survey to study the marketing problems of IT vocational skills training business of Z Company,summarizes the problems existing in the IT vocational skills training business of Z Company at present,puts forward corresponding improvement countermeasures,and improves the level of marketing management.Firstly,the paper expounds the research background and significance,and sorts out and analyzes the relevant domestic and foreign research and the related concepts and theories involved in this paper;Secondly,the demand and supply of IT vocational skills training market are analyzed.At present,the IT vocational skills training market has broad prospects and large market demand.Although facing market competition,Z Company still has room for development;Then analyze the current situation of Z company’s vocational skills training,and summarize the problems in IT vocational skills training business marketing by combining the method of questionnaire survey.At present,Z company’s marketing has unreasonable product and price design,product design can’t keep up with market demand,customer channel management is not in place,promotion mode is too single,stock customer relationship management is not in place,evaluation of course teaching and after-sales service is missing The physical display of products is seriously insufficient;Finally,the paper puts forward targeted suggestions on the problems existing in the marketing of Z Company from seven aspects: improving the learner centered training pricing mechanism,optimizing the curriculum design and additional product services,establishing a variety of marketing channels to expand market share,giving play to the role of experiential promotion mode,using network media public relations to enhance student interaction,using a variety of ways to improve the control of teaching process,and realizing the cooperation between government and enterprise vocational education through tangible display of products;It also summarizes this article and puts forward some ideas for the future IT vocational skills training marketing.