Research On The Integrated Marketing Communication Strategy Of Guizhou H Preschool Art Training Schoo

Preschool education is the basis for children’s physical and mental health.Due to the emphasis on children’s development the preschool education industry has flourish.However,the "double reduction" policy has led to subject training schools turning to preschool training,increasing the number of preschool training institutions and shrinking market share.To capture consumers more quickly,preschool training institutions can use the concept of integrated marketing communication(IMC)that is customer-centric and disseminates consistent information.The article cites the Guizhou H Preschool Art Training Institute as an example of a school that has successfully used IMC in the early stage,but with fierce market competition,a feasible marketing plan is urgently needed to solve the current situation.The research analyzes the IMC strategy of the institute using the theories of IMC and communication.The analysis includes the integration of media,marketing mix,creative content,and target audience,which is conducted through literature and data analysis.Begins by analyzing the macro and micro environment of the school and its IMC status.Second,based on a situation analysis and questionnaire results,this paper identifies the current problems with the integrated marketing communication.These include(1)a lack of coordination of communication media;(2)solidification of service forms;(3)lack of layer depth in communication content;(4)poor integration of the target audience.The causes of these problems are analyzed from three aspects: source,information,and channel.Finally,the article provides suggestions for improvement,(1)increasing coherence and synergy of communication media;(2)diversifying services;(3)enriching communication content;(4)establishing a customer management matrix to reduce communication interference.The conclusions of this article are not only applicable to Guizhou H preschool art training institute,but also provide a reference for marketing strategies for other preschool education training institutions in this industry.