2015 Marketing Plan For AA Training Center Of Explosion-proof Electrical Labor Training Program

AA Training Center is a profitable training center to provide vocational training, skill identification and assessment. Due to the spirit of Guangzhou Anjian 102 Notice, AA Training Center became the only pilot training center in Guangzhou to undertake the explosive-proof electrical labors training program in 2014. How to promote the program became a big challenge to the center.According to the theory of vocational education, safety production and marketing, the thesis used various research methods, such as literature research, field visit, interview, etc. In order to formulate the program’s 2015 marketing plan and provide suggestions to its promotion, the thesis analyzed AA Training Center’s general situation, industry environment and segmentation.Based on the current development of domestic and foreign vocational education, the competition environment of Special Operation by Porter’s Five Forces Model, the thesis concluded that competition was very fierce while the threat of potential entrants and substitutes, bargaining power of buyers and suppliers were relatively low. Secondly, by the analysis of SWOT model, the program’s internal strengths were its long history, extensive cooperation, strong educational strength and geographic convenience. Weakness were low program acceptance and lack of publicity. External opportunities were national policy support and increasing law enforcement. Thirdly, by the use of STP theory, the program’s marketing located in the Guangzhou chemical industry, its trainee number reached 1200, its marketing strategy were the combination of 4P(product, price, place and promotion) and the Relationship Marketing Strategy.Last but not the least, AA Training Center was proved to earn profit by budgeting its 2015 income and cost. The income would be RMB 1,140,000; the cost would be RMB 1,099,599.5, while the profit would be RMB 40,440.5. The thesis not only established the program’s core competitiveness, improved the service and teaching quality, increased barriers to entry of competitors, but also set up the center’s unique brand and kept its industry leader status.