A Study On The Marketing Strategy Of Guangdong GZ School Under Free Compulsory Education Policy

Since the "two-child policy" has been fully liberalized in 2015,the.number of newly born children in China has been increasing in line with the trend,which is already in the ascendant China's private primary and secondary education,and will promote an explosive growth under the impetus of this policy process.From the national point of view,China's private primary and secondary education has increased year by year,the scope is gradually extended by the 21st century is mainly distributed in the economically developed coastal areas,is now slowly developing to the central so that the western region,and has formed a new Supply and demand is relatively balanced market.In the context of free compulsory education policy,private colleges and universities are not only facing the pressure from public schools,but also in the homogeneity of the relatively serious free competitive market,so the development of suitable for the school enrollment strategy is every private primary and secondary school solved problem.In this paper,taking GZ school in Guangdong as the research object,this paper studies the enrollment strategy of GZ school in the background of free compulsory education policy,which will play a positive role in the development of Chinese private primary and secondary education institutions.At the same time,this paper takes the Guangdong GZ school as the research carrier,and studies the enrollment marketing strategy of the private primary and middle school education institutions in a simple way,which can help to improve and perfect the marketing strategy of the private primary and secondary education institutions.The thesis is divided into five chapters.The first chapter mainly analyzes the background,purpose and significance of the research,and summarizes the current research situation,research methods,ideas and research status at home and abroad.The second chapter introduces the private middle school education institutions Development course,current situation and trend.The third chapter analyzes the environment of GZ school by PEST analysis model,five force competition model and SWOT model.The fourth chapter analyzes the problems existing in GZ schools'strategies such as products,prices,channels and promotions through 4P and other marketing theories,and gives a comprehensive marketing strategy optimization scheme to promote the development of GZ schools.Chapter 5 gives a summary of the whole article.The research value of this paper lies in the analysis of this single sample through GZ school,the use of classic and timely research methods,pay attention to the combination of data and principles of the analysis model,comprehensive and sufficient arguments,and gives a specific enrollment marketing strategy The This gives the private primary and secondary education institutions enrollment marketing theory has added an application example.