Study Of EDP Marketing Strategy Of Z Academy

Under the complicated context of globalization and changing environment, Entrepreneurs of China need to establish the concept of lifelong education. They must broaden their view and make decisions from a highly professional perspective, with strategic thinking ways, of course. Government also has been regarding personnel training as one of the important means for human resource development, which has become a pillar of performance improvement and bring developing opportunities for The Executive Development Programs (EDP).As an important national education and training organization, the situation of survival and development of Z Academy represents the similar organizations. The fierce competition and higher costs have made those organizations suffering. Z Academy still has a long way to go in the development of EDP market.In this thesis, basing on the study of EDP marketing status, the writer analyzes and develops an appropriate marketing strategy according to the problems and obstacles of Z Academy, also PSET and Porter’s five forces analysis for the external factors of Z Academy are included. And then following the analysis of industry as a whole combined the analysis of market demand and customer behavior, the decision of STP is made. Base on this point, the marketing strategy of Z Academy is concluded:Product, Price, Place, Promotion, People, Physical evidence, Process, those can provide material for systematic study and decision making, and also can help to promote the development of the whole industry.