| As a branch of the consulting industry, career consulting industry develops rapidly in China in recent years. With the employment situation even grimmer and people gradually changed the career concept, career consulting and service become more and more important. This industry get more and more attention and it also has a wide prospect.JobPower Consulting, in order to meet the needs of this industry, catch the opportunity, make full use of company's resources, make more profit, in career-related services projects, we add a new sub-project, Special Training Camp."Preparedness ensures success, unpreparedness spells failure."In this paper, the use of MBA knowledge and analysis methods combined with the actual situation of the market developed a marketing plan of the project program. It is designed for the project's smooth implementation of the objectives on schedule to give scientific guidance.Through market analysis and empirical research, how to determine the project's competitive strategy, market position and mission, target consumers, as well as the project's core curriculum and project pricing, are the focus of this article. This paper is based on the theory of strategic management and marketing management. The main use of the theory include: SWOT analysis, competitive analysis, consumer demand analysis, marketing research and 4P marketing mix etc.This paper is divided into five parts, details are as follows: Part one, give a comprehensive introduction to the present situation and the development prospect of skill for job in training industry, as well as Jobpower Company's introduction .Through this chapter, we can get a better understanding of the outer opportunities and inner situation, which provides the foundation and background of strategy decision for Special Training Camp. Part two, through the analysis of the inner and outer market situation, competitive situation and operation environment, we make clear of the strengths, weaknesses, threatens and opportunities. With a better understanding of the trends and key point of five forces, which are namely the current and potential competitors, replacement products, customers and suppliers, we get the idea of environment of project operation. This provides the solid theoretical and marketing basis for the strategy decision of Special Training Camp. After the analysis, we fix the strategy as follows:①Market differentiation (the choices of market segments, leading products, after sale services) .②Decentralization strategy (core ability and core sources).Part three, combined with the target market research, research the extent of target consumer acceptance of Special Training Camp, the needs of each course, as well as the range of price acceptance. We can further determine the Special Training Camp project's target segment market, the core curriculum of Special Training Camp, the basic advanced curriculum, the represent course of Special Training Camp and the pricing scope of Special Training Camp.①Special Training Camp's target segment market is junior, senior, graduate students and the students seeking for a foreign Enterprise.②The core curriculum of Special Training Camp is G,H,E,F.③The basic advanced curriculum is D,A,C,B.④G and H is the represent course of Special Training Camp according to needs of course and company's strategy.⑤The pricing scope of Special Training Camp is 1000-1500.Part four is the core part of the entire thesis, making a realistic marketing program, recognized the Special Training Camp's 4Ps and service strategy. Determine the advantages of this project.①Product strategyProduct differentiation, service differentiation and project personnel differentiation.②Pricing strategyCombination of stage pricing and service pricing Introduction stage: the pricing objective is profit oriented, thus use price squeeze and high price in the objective market. The profit of this period is high.Growth stage: the pricing objective is oriented by ensuring the objective profit and market share, thus use the market needs oriented price, pricing according to the intensity of market needs.Mature stage: the pricing objective is ROI oriented, thus use maintain price strategy instead of competitive price strategy, pricing according to the competing situation.Recession stage: use maintain price.Therefore, according to the current industrial situation and company operation objective, the price of introduction stage is 1380 Yuan/person.③Place strategyCombination of direct and indirect distribution channelsDirect distribution channel: register online, at the scene of public career training seminars and promotion activities.Indirect distribution channel: through Jobpower career development club recruitment and recommendation.Meanwhile, deliver specifically the selling point and system of value-added services to customers through all the distribution channels so that the deal can be done effectively.④Promotion strategyMainly offline promotionOffline promotion activities: public career training seminars, career skill competition.Online promotion activities: successful case promotion, blog and related internet based promotion in order to enhance the click-through rate as well as the Internet search engine keyword ranking.⑤CS marketing strategyIt's oriented by the concept of offer the customers with more benefits.A. In the delivery of projects to ensure high-quality product system, the leading training skills, first-class trainers, high-quality staff at the same time. Pay more attention to the customers'recalls of company and products.B. Provide various activities as the core value-added services.C. Create a family atmosphere and provide more social and other skills and knowledge to help Campers solve more difficulties and problems.Part five, make implementation of the process and the action plan, the camp's management style. Use morning meeting, weekly report, monthly report, weekly meeting, monthly meeting, yearly plan and yearly meeting to manage the project. Predict the sudden changes of market and solve the emergency efficiently in time. |
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