Research On Marketing Strategy Of RH Accounting Training Institution

Nowadays,China’s economy and education is rising up at a breathtaking pace,finance and accounting training market has developed for nearly 30 years.In order to meet the practical needs of integration between industry and education,the state has issued a series of good policies.RH Accounting Education company has been working in this field for nearly 20 years,which is now one of the industry leaders.With more institutions pouring into the market,RH company is facing ever-growing competition,how to expand new users and occupy more market share have become problems that RH company needs to solve.In the thesis,methods like literature review,case study,interview are used.From the angel of marketing strategies,we can analyze the macroeconomic environment by PEST model,elaborate the industry environment by Porter’s Five Forces,discuss the marketing suggestions by STP and 4P.Finally,according to the physical truth of RH company,this thesis gives suggestions for the marketing strategies oriented to the needs of target users,a differentiated growth strategy can be used to develop the market and build a marketing strategy guarantee system.RH company should use their own strong resources to develop unique curriculums,in order to meet users’ key demands of improving competitiveness in the workplace,obtaining certificates efficiently and getting a job quickly.In addition,marketing strategies should be implemented from product,price,channel,promotion four aspects,such as improving the product system,standardizing the pricing process,widening the marketing channels,and selecting all kinds of ways to promote,so as to sustain competitive advantages.