Research On Marketing Strategy Of GX Education Group’s International Entrance Program

With the continuous improvement of China’s economic development,more and more families pay more attention to the education of their children,studying abroad became an educational choice for many families.In recent years,domestic students studying abroad has entered a new stage,and overseas education institutions have risen and developed rapidly in the market which were operating international programs.However,many problems in the process of operation and management have also been exposed with its rapid development,such as serious homogeneity of project products,frequent vicious competition,uneven marketing methods,loss of consumer confidence and so on.Therefore,when facing the huge market competition pressure,the development of scientific and reasonable marketing strategies to guide the benign development of the market and institutions has become a key problem to be solved by such institutions.Taking GX Education Group as the example,this paper studies the marketing strategy formulation of its international higher education project.This paper uses PEST analysis,Porter’s five Forces model analysis,SWOT analysis and other methods,combined with the interview method to analyze the marketing environment of the group’s international college project products;Based on SICAS model,a questionnaire was designed to investigate consumer behavior,and the results were analyzed by mathematical statistics.And then sorting out the existing problems in marketing,and combined with 4P theory,4C theory,STP theory,market demand analysis,market positioning,product and pricing,marketing channels,promotion mode and other aspects of marketing strategy;Finally,suggestions on safeguard measures are putting forward from the aspects of personnel,market and evaluation.Through research,this paper argues that GX Education Group has been specialized in the work related to international education projects for 10 years.Under the huge pressure of competition,it faces many problems and market predicament,but this group also has its own unique advantages.Therefore,it is urgent for the group to make use of market opportunities and its own advantages to timely adjust the market positioning,formulate feasible marketing strategies and provide effective safeguard measures.According to the research,GX Education Group currently has some problems in marketing,such as lacking of targeted product design,lacking of advantage in product price,fewer marketing channels and poor effect of promotional activities.In this regard,based on the market re-positioning and segmentation,the study develop product design to meet the market demand,set up the price of the gradient system,pay attention to marketing channels to expand four major strategies,set up a variety of promotional activities,and put forward to form a high quality business team,pay attention to the market demand research,strengthen the safeguard measures in three business evaluation,provide the market competitiveness and sustainable development for the group to provide the reference.