Research On Marketing Strategy Of The SR Art Training Institution

The implementation of "ease the burden of excessive homework and off-campus tutoring for students undergoing compulsory education" policy has changed the circumstance of the education industry.Ideas transformation,capital withdrawal,orderly competition,legal management,all-round education will be key words of China’s education industry in the future.The education training industry has entered a new stage where the off-campus tutoring business has been severely compressed,which objectively brightened the market prospect of quality-oriented education.Facing a new change of the external circumstance in this year,most of the off-campus training institutions have not yet found the right direction and strategies.Domestic researches on how to adjust the marketing strategy to implement the delicacy management were not enough,especially in marketing strategy optimization.Most researches were still in the basic theory study,lacking of subjects.The SR is an off-campus tutoring and all-round education institutionfocusing on children’s language training.Taking the SR as the main research subject,environmental analysis and questionnaire were used to sort out the problems and their causes of marketing strategy of the SR.And this paper studied the marketing strategy adjustment of the SR with STP theory,4CS theory and Maslow’s demand theory.According to the research,with the influence of national policies,the external environment of operation has undergone significant changes.The SR had some problems such as product simplification,low service level,narrow marketing channelsand lacking brand influence.These problems ledthe higher marketing costs without significant growth in profit.The original marketing strategy was no longer suitable for the new development demands of training institutions.So the SR should consider their own business advantages and do the followings.Firstly,reduce customer costs,enrich education products to meet the needs of consumers for all-round education.Secondly,focus on the competitiveness of core products and improve the consumer service level.Thirdly,precisely position the target market,broaden marketing channels,actively participate in the off-campus education service system and commit more social responsibilities.Fourthly,perfect its brand matrix,enhance brand power and meanings.In the end,this paper came up with some new marketing strategies and supporting measures on organizational structure,institutional improvement,talent cultivation and enterprise culture.The research has both theoretical and practical meanings and will provide a reference for the marketing strategy optimization of other all-round off-campus training institutions.