Research On Marketing Strategy Of HQ Vocational Education And Training Company

With the rapid development of the Internet and professional competition,professionals in order to break through the professional bottleneck,choose network learning to improve themselves,many network training companies seize business opportunities,through the network marketing production knowledge paid products,but in recent years more and more customer complaints and complaints,seriously affected the company reputation and long-term sustainable development strategy.Niu Jinghua(2020)believes in the network marketing strategy exploration of the education and training industry under the background of the Internet that the traditional network marketing means can not meet the practical needs of education and training institutions,and it is difficult to attract the audience’s attention.Therefore,this paper studies the above phenomenon to explore the vocational education network marketing strategy suitable for China’s national conditions.This thesis uses HQ Vocational Education and Training Company as the research object,Through the strategic environment analysis and the industry environment analysis,First,by applying the 4C theory,The questionnaire survey of customers revealed that the current pain points of HQ vocational education and training companies are: not focused courses,unreasonable pricing,low distribution efficiency,induced consumption,etc.;Secondly,I know the reasons through interviews: eager to explore the market,short-term profit,lack of management of logistics companies,lack of training of customer service personnel;Finally,combining with the current situation of the company,Develop marketing combination strategy from customer demand,cost,convenience,communication: demand is mainly construction examination,Set up the different class types,Improve the service experience;The cost aspect is flexible pricing based on customer perception,Free for a limited time,Delay compensation strategy;Convenience has gradually turned to network direct sales,Cooperate with many logistics companies,Open up the full-scene marketing channels;In terms of communication,two-way communication is conducted by adding interactive activities before sales,timely follow-up and guidance during sales and patient handling of customer complaints.The article also points out that in order to solve the above difficulties,it is necessary to establish a sound organizational structure,strengthen employee incentive measures,optimize the business process process and information construction and other related guarantees.At the same time,it is suggested that in the future work,we should pay attention to the cultivation of innovation consciousness and innovation ability,pay attention to the establishment of research and development team,talent training and talent introduction mechanism,and constantly expand sales channels to realize the integration of online and offline operation,hoping to provide some reference significance for similar enterprises.