Research On Marketing Strategy Optimization Of A Education And Training Company Under The Background Of "Double Reduction"

With the increasing attention of the country and the public to education,the demand for education is growing,and the education and training service industry is also growing.There are many problems in the development of the education and training market,such as non-standard management,lack of unified supervision,false publicity in the enrollment process,and the phenomenon of high education cost.In July 2021,the state introduced the "double reduction" policy.The introduction of the "double reduction" policy has brought great challenges to the traditional discipline education and training institutions.Discipline training institutions must find new development space and survival value.In sharp contrast to discipline training,the demand for quality-oriented education increases.The state encourages discipline training institutions to transform into non-discipline training businesses.Taking A education and training company as the research object,this thesis analyzes the impact of "double reduction" on the education and training industry and on the business of A company,through the relevant research on the development of the education and training industry and the strategy and business transformation path of the education enterprise,based on the theory of strategic transformation,and the dilemma faced by the company.PEST,SWOT and other analysis methods are used to comprehensively analyze the macro environment,industry environment,opportunities and threats of external environment faced by A company in business transformation,as well as its own advantages and disadvantages,and put forward A strategy research on the business transformation of A education and training company.The main conclusions of this thesis are as follows:(1)Through SWOT analysis of Company A’s business transformation,the opportunities,threats,advantages and disadvantages of Company A’s business transformation under the new educational background are analyzed.Through the analysis of A company in quality education business has a broad space for development.At present,various education and training companies are breaking the original discipline training and seeking the transformation in the field of quality education.The transformation and layout in the field of quality-oriented education business as soon as possible is of great significance for the sustainable and healthy development of A education and training company.(2)On the basis of the direction of the strategic transformation,the guiding ideology and basic principle to determine A education training the strategic choice of business transformation,transformation,and put forward the business transformation strategy Suggestions,mainly including choose target market,create quality education of the core products,build A new marketing channel,the implementation of brand strategy,the integration of existing resources,the adjustment of the organizational structure,etc.(3)It has provided safeguard measures for the business transformation of A education and training company,including changing current business ideas,setting up correct training concepts,strengthening the selection of projects,selecting partners,and strengthening the brand building of the organization.The research results of the thesis have certain reference significance for the optimization of the marketing strategy of A education and training company under the background of "double reduction",and enrich the theoretical basis of the quality-oriented education business transformation of education industry organizations and marketing under the background of "double reduction" to a certain extent.