Research On Marketing Strategy Of College Students' Career Planning By Beijing Ying Ding Education Co., Ltd.

Low employment rate of college students in recent years is becoming more and more serious, thus causing a series of social problems which attract great national attention. At the same time, career planning for college students is paid more and more attention. Students began to realize that career planning is related to the successful career in the future as well as the professional knowledge. In the background of increasing demand for career planning of the college students, career planning consulting industry is going smoothly. Its two main forces are difficult to meet the needs of students. First, the university career center as an inner institution of the university, its professional personnel level is low, and lack of social experience and social resources. The career planning courses are just formal and of unsatisfactory effect. All of these are hard to meet the students'individual requirement. Second, the professional career planning consulting firm as a profit institution is professional and can meet individual needs, but the service fee is expensive that is difficult to be accepted by the students.In this paper, on the base of analysis of the employment pressure on college students and their needs for career planning, the author did a research on the marketing strategy (product strategy, channel strategy, promotion strategy, and pricing strategy) of career planning training in YINGDING Education. The purpose is trying to find a more reasonable marketing strategy, and supplying a more acceptable knowledge of career planning and price to college students. Also, this paper can provide some useful experience to the similar consulting institutions on marketing planning.In ChapterⅠ, this paper gives a brief introduction of the research background and significance. In Chapter II, it does a comprehensive analysis of the employment environment for college students. In Chapter III, it analyzes the characteristics of needs of students for career planning and the industry conditions at this stage. In Chapter IV, it introduces the marketing strategy of YINGDING Education on the aspects of product strategy, channel strategy, promotion strategy, and pricing strategy respectively. In Chapter V, it discusses how the part of the project management system of college students'career planning of YINGDING Education to provide security for the project.The innovation part in this paper is that it starts form the demand characteristics of college students, and analyzes the possibility of career planning consulting entering into the university campus. The marketing strategy of YINGDING Education can provide some reference on development of clients of college students for college students'career planning services as well some similar industries.