A Study On Marketing Strategies Of M Education And Training Institutions In Hangzhou Under The Double Reduction Policy

K12 education and training is an important part of China’s education industry,and with social and economic development,parents are investing more and more in their children’s education and training,and their needs are becoming more diversified.On July 24,2021,the general offices of the Communist Party of China Central Committee and the State Council issued the "Opinions on Further Reducing the Burden of Homework and Off-Campus Training for Compulsory Education Students"(referred to as the "Double Reduction" policy),which brought unprecedented changes and challenges to the education and training industry.In this new policy environment,Hangzhou M Education Training Institution,a typical small and medium-sized education training company,faces declining performance,operational difficulties,and even the risk of closure.This study focuses on Hangzhou M Education Training Institution and conducts a comprehensive examination of its marketing strategy using literature analysis,case studies,on-site investigations and interviews,questionnaire surveys,as well as marketing strategy theories and methods.By combining PEST macroenvironment and Porter’s Five Forces industry environment analysis,and summarizing,categorizing,and analyzing information from on-site inspections,interviews with managers,and 871 consumer questionnaires,the following problem list was identified: 1)Inability to meet market demands with existing products,2)Unreasonable pricing,3)Insufficient customer acquisition capabilities through channels,4)Outdated and insufficient depth of promotional methods,5)Inadequate capabilities of enrollment staff,6)Inappropriate enrollment process flow,7)Insufficient tangible displays.Based on the STP theory,this study proposes a repositioning of the target market for the institution and presents optimization suggestions for the seven major issues in its marketing strategy based on the 7P marketing strategy theory: 1)Developing diversified course products combining online and offline approaches,2)Establishing a structured pricing system based on product and customer characteristics,3)Expanding existing channels and emphasizing the use of online marketing channels,4)Implementing strategies that involve all staff and ensure precise targeting,5)Enhancing the professionalism and service levels of employees,6)Improving the enrollment service process and optimizing customer experience,7)Changing the brand image and enhancing the visualization of products and effects.Additionally,implementation measures are proposed to ensure the effectiveness of these suggestions.Currently,Hangzhou M Education Training Institution has begun deploying and implementing the above suggestions with the expectation of improving its business conditions,achieving performance recovery and growth within a reasonable timeframe,and navigating the crisis under the "Double Reduction" policy.This study concludes that for small and medium-sized education training institutions to overcome challenges and survive in the era of the "Double Reduction" policy,transforming marketing strategies is of utmost importance.Furthermore,market repositioning presents new opportunities for development,and excellent marketing strategies can revive a company,while seizing new market demands enables stable and healthy growth.The conclusions of this study can serve as a reference for similar small and medium-sized education training institutions.