A Research On The Marketing Strategy Of Western Private Training Organization

With the China's entrance to WTO, the pressure we are in face of is the gap between the international excellent corporations and us not only in technology, but also in talent and management. China's transition from plan economy to market economy is going on and this makes the renewal of the knowledge structure of the managers in state-owned companies more and more rapid than ever before. So the professional training seems more and more important.The training market developed very quickly in several years in the western region, The training need of various business and enterprise business attains the highest level of history, it makes training organization in the western region grow up quickly, but at the same time, training organization abroad and from the flourishing region and the ones of the government color enter western market in succession. It makes the native training organizations in western region subjected to the unprecedented pressure. The purpose of this thesis is discussing how the private training organizations market at the present stage in western region, hold the opportunity and develop.The thesis bases on the author's work experience of western managers' non-degree education training .The thesis adopts abundant data and the investigating result from China west institute of managers (Sichuan human resource development center) through the training years. The thesis puts forward some constructive suggestion and measures through the communication between the author and persons who get training, the direct understanding of need, takes related marketingtheories as to guide and carries on the analysis towards the collected data.This thesis is divided into six chapters. Chapter 1 introduces the background, meaning, related theories and the research method and way of research .The second chapter introduces the analysis exterior environment of western training organization. It analyzes the present western training market condition from need with supply, and analyzes the exterior environment from the competitor, economy, politics, law, technique factors etc. Chapter 3 analyzes the internal environment of western private training organization, describing differently the management ability, marketing ability, financial ability, productive ability, research and develop ability and information management ability of western private training organization. Chapter 4 is an important point of this thesis, inquirying into the marketing strategy of western private training organization. Firstly, it puts forward its competitive strategy of western private training organization. Secondly it analyzes its marketing strategy. It still puts forward the excellent measures of marketing strategy. Finally it uses the analytic hierarchy process to evaluate the marketing strategy. Chapter 5 is the demonstration part of this thesis. It takes China west institute of managers as the case example, carrying on comprehensive application of previous marketing theories, and puts forward the marketing strategy and the implement measurement of China west institute of managers. The last chapter is a conclusive part.Through the previous discussion, we can get the following conclusion: western private training organization will be good at making use of their own strength, confirm to survive in the market at first and then exploit the other markets out of western area. In this process, we should recognize our position, learn from companies, use new marketing modes and summarize the experiences continuously. Only through these ways, can we win in western training market.