Research On Marketing Strategy Of DLKY Education And Training Company

In recent years,with the steady and healthy development of the domestic economy,the gradual improvement of national income levels,and the rapid transformation of the people’s lifestyle,the "elite" education model has gained the favor of more and more parents.As a result,a large number of off-school training enterprises have mushroomed and shown explosive growth,followed by an oversaturation of the number of enterprises in the industry.On July 24,2021,the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the Opinions on Further Reducing the Burden of Students’ Homework and Offcampus Training in Compulsory Education.The "Double Reduction" policy comprehensively standardized off-school training institutions,releasing the signal of creating a good educational atmosphere.At the same time,the introduction of the policy is undoubtedly a heavy blow for education and training companies focusing on K12 subject training.In the face of increasingly competitive markets and the adjustment of national policies,how to achieve competitive leadership and quickly complete the transformation has become an urgent problem for DLKY Education and Training Company.This article takes DLKY Education and Training Company as the research object to deeply explore how to optimize and adjust marketing strategies to cope with the impact of the "double reduction" policy.Firstly,by sorting out the company’s internal environment,clarifying the company’s existing resource situation,using PEST analysis to analyze the company’s external environment from four aspects of politics,economy,society,and technology,and using SWOT analysis to evaluate the company’s current overall marketing environment to identify its strengths,weaknesses,opportunities,and threats for development.Secondly,based on the results of the questionnaire survey,it is found that there are problems in the company’s marketing,such as insufficient product construction,unreasonable pricing methods,insufficient promotion channels,poor promotional activities,weak teaching staff,non-standard service processes,and lack of tangible display.Finally,based on STP theory,in-depth analysis of its market is conducted from three aspects:market segmentation,target market selection,and market positioning.Based on 7Ps service marketing theory,marketing strategy optimization plans are proposed from seven aspects: product,price,channel,promotion,personnel,process,and tangible display Corporate culture and financial capital have developed relevant safeguards to promote the smooth implementation of marketing strategies.The impact of the "double reduction" policy continues to spread.For training companies focusing on K12 education,active transformation has become the only way for enterprise development.The research results of this article on the marketing strategies of DLKY Education and Training Company provide a reference for other enterprises of the same type to transform,thereby promoting the sustainable and healthy development of the industry.