The Study Of Neuedu’s Marketing Strategy In The IT Training Education Industry

Neusoft Education Information Technology Co., Ltd. (hereinafter referred to as "Neuedu") is a part of Neusoft group, and its IT training education is the main business of it, after 20 years of development, it has become one of the domestic IT education and training industry leader. With the increasing scale of industry market IT education and training in China, more and more competitors enter the market, and compete with Neuedu, with the level of competition is increasing, and the Neuedu gradually increased its scale, enterprise management gradually becomes more difficult, in recent years, the development of the market increasingly has the weak growth phenomenon, which is closely related with the Neuedu marketing strategy. In view of the above situation, based on the classical marketing theory and strategic management theory as the main analysis tool, this thesis carries on the analysis to the marketing strategy of Neuedu. In the main part of this paper, first it carries on the analysis to the Neuedu road in the external environment, including the analysis of macro environment and competitive environment, on this basis, the fourth chapter of this paper gives a detailed analysis on the Neuedu channel its own resources and capacities, this part also involves the analysis of their own SWOT to Neuedu, on the basis of the above analysis, based on the 4P theory, it puts forward the Neuedu marketing strategy system of its own, in this system, the strategic choice of both strategic marketing STP, specific measures and related marketing strategies, relationship marketing theory in this section also get creative application of the problem; the last part of this paper relates to the marketing strategy of the security measures, including corporate culture, human resource guarantee system construction, etc.; the last part is the conclusion of this paper. The significance of this study includes the theory significance and the practice significance, Neuedu as IT training industry has a long history and outstanding enterprises, growth experience, the success of the enterprise marketing strategy and loses a series of rich case to China’s own marketing innovation and development to provide rich nutrients, especially construction for IT training education in the field of marketing theory provides realistic material, which is the case study research, compared to the related research, practical significance lies in the use of marketing theory, more clearly and provide intellectual support and ideological aspects of help for making Neuedu channel marketing strategy.