Research On Marketing Strategy Of The Fengmao After-class School In Changchun

By the end of2012, the number of Chinese students in more than200000000, ofwhich about40%students extracurricular counseling needs. Relevant data shows,only2009, China is about63000000, which is about35%of the students choosetutoring. There is a huge market demand tutoring in middle and primary schools inchina.Changchun Fengmao after-school cram schools are mainly personal education,family learning center. However, in the face of increasingly fierce market competition,in urgent need of the guidance of modern marketing theory, understand the marketsituation, renew the idea of running schools, to planning and development goals andmarketing strategy of school, improve education level and business performance.The development of Changchun Fengmao after-school cram school depends onthe favorable macro marketing environment. The party and government attach greatimportance to education is a favorable political environment for the development ofafter-school tutoring market; Changchun City sustained and rapid development ofeconomy, city residents in2012per capita disposable income reached23089yuan,with a solid economic foundation for the development of Changchun after-schooltutoring industry; Changchun people always pay attention to children’s education,there are60%families for children in the the various cram school change rapidly; theinformation and multimedia technology also makes after-school teaching becomesmore and more be lively and vivid, attractive.Changchun Fengmao after-school cram school market competitive advantagesare mainly embodied in: with a high level of teachers, teaching quality, perfectservice quality monitoring system. Disadvantage is mainly reflected in: it has notformed a complete marketing ideas and marketing strategies, human resource management level is low, the level of enterprise management needs to be improved.Facing the new situation of China’s economic and social development eighteenand the increasingly fierce market competition, Changchun Fengmao after-schoolcram school to clear the "quality education" mission,"the Changchun Fengmaoafter-school classes to do the best growth spring the most authoritative to after-schooltutoring and support development goals as the comprehensive after-school chainschool","teaching" as their brand position, the retaining old customers and developnew customer, realize the sustainable development of the school.The actual demand of Changchun Fengmao after-school cram school in view ofthe current market. Make the following product and pricing strategy. Long-termmanaged class mainly for younger students, full-time teachers to manage the child, atthe same time, the children’s study of targeted guidance, each student tuition feestandard is380yuan per month,10yuan a dinner. Aimed at parents temporary occupystudents temporary custody class, cost30yuan each time, another meal. In addition toprimary school one-on-one counseling, junior one on one counseling, senior highschool entrance examination one-on-one counseling teaching products, implement thecharge by the hour.Extra-curricular class market promotion, by internal promotion and externalpromotion of two parts. Internal promotion is introduced by the students learn betteror faster progress of students. External promotion means marketing, mainly take thenewspaper advertising, marketing, network promotion, distribution of leaflets, thepromotion of community, school promotion ways.After-school cram school as an education service provider, there is a directrelationship between the quality of the product quality and service staff. Therefore,Changchun Fengmao after-school cram schools must carry out human-basedmanagement, strengthen the employee occupation training to improve theprofessionalism of teachers, establish and improve the staff performance appraisalsystem, establishing and perfecting the incentive and constraint mechanism, motivatethe staff have a strong sense of responsibility, the great spirit of innovation, the maximum to mobilize the enthusiasm of staff, ensure sustainable and harmoniousdevelopment of Changchun Fengmao attending cram school.