Research On Marketing Strategy Improvement Of AE Dance Training Institutions

With rapid economic growth and rising living standards today,people have higher and higher requirements for health awareness,quality of life,and art and culture.On the one hand,parents have higher and higher requirements for the training of their children’s dance art.On the other hand,influenced by the national policy of "double reduction",cultural training institutions have shown a "cliff-like" development trend,which encourages the development of art education instead..The society’s demand for dance training institutions continues to increase,and the development of the industry is gradually moving towards the direction of marketization and industrialization.In the case of increasingly fierce market competition,traditional marketing methods have gradually failed,and it is difficult to recruit and retain students.Based on this background,this paper adopts the relevant theories and analysis methods of marketing,combining theory with practice,selects Chengdu AE dance training institution as the research object,and conducts a systematic research on its marketing strategy.On the basis of sorting out relevant literatures at home and abroad,the paper first analyzes the current situation,problems and reasons of its marketing strategy,and believes that products tend to be homogeneous and have no distinctive features,price differences are not obvious and pricing methods are simple,online and online.The low level of integration of lower channels,simple promotion methods and lack of creativity are the main problems faced by AE dance training institutions in their marketing strategies.Secondly,the PEST analysis method is used to analyze the external environment of the organization;the five forces model analysis method is used to analyze the industry environment of the organization;the SWOT analysis method is used to analyze the internal environment of the organization.The STP analysis method is used again to subdivide the target market and determine the target market;and then propose the improvement plan of product marketing strategy,price marketing strategy improvement plan,channel marketing strategy improvement plan,and promotion strategy improvement plan.In the end,it puts forward the safeguard measures for the implementation of the improved marketing plan from five aspects,such as the capital guarantee facility and equipment management system,human resources and service quality.It is expected that this research can solve the marketing problems encountered by AE dance training institutions in the operation.To enhance its operational power and promote the steady development of AE dance training institutions;it is also expected to provide some useful inspiration and reference for the formulation of marketing strategies of peer institutions.internal environment of the organization.The STP analysis method is used again to segment the target market and determine the target market;and then propose the improvement plan of product marketing strategy,the improvement plan of price marketing strategy,the improvement plan of channel marketing strategy and the improvement plan of promotion strategy.Finally,five safeguard measures are put forward,including capital guarantee,facilities and equipment,management system,human resources and service quality.It is expected that this research can solve the marketing problems encountered by AE dance training institutions in the operation,enhance the operational motivation,and promote steady development;it is also expected to provide reference and reference for peer institutions.