Research On Marketing Strategy Optimization Of F English Training Institutions Under The Background Of "Double Reduction" Policy

In December 2019,the COVID-19 pandemic changed the traditional way of learning.In response to the call of "classes suspended but learning continues",schools combined with off-campus training institutions to carry out online education through online platforms.In 2020,the scale of online learning in education and training institutions reached its peak.In July 2021,in order to fully implement the spirit of the fifth Plenary Session of the 19 th CPC Central Committee and implement the strategy of rejuvenating the country through science and education as well as reinvigorating the country through human resources,China promulgated the "double reduction" policy,which aims to reduce the homework burden and off-campus training burden of children aged 6-15.The advent of the "double reduction" policy has profoundly changed the business model of online and offline off-campus training institutions.Teaching and training institutions of all disciplines are faced with the challenge of turning to quality-oriented education,and at the same time,it has a subversive impact on the transformation,market positioning as well as marketing strategies of various teaching and training institutions.As an important marketing strategy for enterprise development,teaching and training institutions face new challenges and requirements after their transformation.Only by integrating with quality-oriented education can they get out of difficulties and continue to make contributions to the national education cause on the new education platform.Therefore,this paper takes the marketing strategy optimization of the representative F-online English training institution under the background of the "double reduction" policy as the research object,makes comprehensive use of literature research,questionnaire survey and other methods,and follows the way of "understanding the background,analyzing the problem and solving the problem".Firstly,understand the national policy earnestly and know that as a leader of online English training,F English training institution’s hiring Philippine teachers,focusing on discipline education,training preschool children these measures are controdictary to the country’s policy,then analyze the necessity of transformation from it.Secondly,under the conditions of the institution’s transformation,it focuses on the analysis of the impact of the "double reduction" policy,the COVID-19 epidemic,the decrease of fertility intention,the change of education philosophy,the development of information exchange technology and its competitors in the industry,such as New Oriental School,VIPKID and Jili Guala after the transformation.At the same time through a questionnaire survey of the agency’s consumers clearly,the author put forward its marketing problems after the transformation.Thirdly,after the market positioning of the institution,the marketing strategies should be adopted such as improving the curriculum system of quality education,accelerating the construction of teachers,differentiating course prices,expanding market sinking,improving after-sale services,and increasing offline tangible display.Fourth,put forward organization,system,manpower,capital,technology and other safeguard measures to ensure the implementation of marketing strategy after transformation.Finally,the research work of this paper is summarized.Because the "double reduction" policy is still being improved,further research is needed in the future to ensure that the marketing strategy of this institution is in line with its future development.In this paper,the research provide constructive help for the transformation of a large number of teaching culture institutions.Under the national policy,education and training institutions face the plight of transformation or exit the market,F English training agency is also facing the same problem.Therefore,it is better to fully understand the transformation of the way of thinking,find the right marketing strategy after the transformation,provide the theoretical guide to those educational and training enterprise’s development.At the same time,the study of this paper points out the direction of the unemployed in the transformation process of educational and training enterprises,and provides enlightenment for the economic and social development.