| At present,China’s social and economic development is transitioning from high-speed to high-quality,and the comprehensive quality requirements for various talents are constantly improving.In order to enhance the comprehensive quality of adults,the country actively promotes adult higher education to meet the needs of social and economic development.At the same time,with the transformation of the social economy,people are facing increasing employment pressure,and improving their academic qualifications is also receiving increasing attention.The promotion of the country and the demand of people have led to the vigorous development of the adult higher education industry,and various types of adult higher education companies have emerged one after another,leading to increasingly fierce market competition.In this context,adult higher education companies should strengthen their marketing capabilities while implementing national policies on adult higher education,in order to gain greater market share in the fierce market competition.Z Company is a professional institution mainly engaged in adult higher education.After years of development,it has become one of the top ten education brands in Guangxi region.However,due to the continuous intensification of market competition in the adult higher education industry,the development of Company Z has gradually slowed down,and there is an urgent need to optimize marketing strategies and strengthen marketing capabilities.Based on a thorough understanding of the current research status at home and abroad,this article conducts research on the marketing strategies of Guangxi Z Adult Higher Education Company based on relevant marketing theories such as 7Ps.Firstly,elaborate on the current development status of Z Company,analyze the current marketing status of Z Company from aspects such as products,prices,channels,promotions,personnel,processes,and tangible displays,and use SWOT analysis to clarify the internal and external environment of Z Company.Secondly,use the Five Forces Model to clarify the current industry competitive environment of Z Company,and use various research tools such as interviews and questionnaires to analyze the problems in Z Company’s marketing strategy.Finally,in response to the problems in Z Company’s marketing strategy,it is proposed to improve the construction of product systems and enhance product service management;Adopting differentiated pricing strategies to attract more consumer groups;Expand marketing channels and create diversified marketing paths;Utilize new media platforms to innovate promotional methods;Improve employee incentive mechanisms and strengthen employee skill training;Innovate display methods and optimize tangible displays;Strengthen service process management,provide personalized services and other optimization strategies,and propose corresponding guarantee measures from talent,philosophy,technology,funding and other aspects to ensure the smooth implementation of marketing strategies.This article takes Z Adult Higher Education Company as an example to study its marketing strategy.It not only fills the current shortage in the research field,but also proposes marketing strategies that are in line with the current new situation of Z Company.This helps to improve Z Company’s marketing level and help it develop better and faster.At the same time,it can also provide effective reference and reference for similar companies to carry out marketing strategies. |
