Analysis Of Education Marketing Of Mandarin Course Institution In Indonesia

Mandarin education in Indonesia has ushered in a golden age in recent years.Chinese education institutions are in full swing.Indonesian Chinese education is an industry with high homogeneity and high knowledge threshold but low entrepreneurial threshold.Therefore,it has gradually shown fierce competition.phenomenon.Most Chinese education institutions always have education,marketing,and even exclusion of marketing activities,resulting in backward marketing concepts and low levels,which limits the development of Chinese education in Indonesia.Many Chinese educational institutions pay attention to the application of "teaching materials,teachers,teaching" and ignore the application of management marketing theory in the field of education.Based on this,the author believes that Chinese education institutions should move toward the development of education industrialization,use market means to expand educational resources,and use market mechanisms to "manage" education.In line with the development of other types of education industry,the industry structure and structure should also have After upgrading,we can quickly break through the chaos of the Chinese education industry.Therefore,the thesis is divided into three parts,and the combination of comparative method,data analysis method and inductive method is used to introduce the application and concept of the Chinese language education institution in Indonesia from the perspective of management and marketing,and from the management marketing model,Chinese The brand strategy model that educational institutions should have is analyzed and discussed.The first part is the analysis of the status quo of Indonesian Chinese educational institutions.The author divides Chinese educational institutions into three types,analyzes the educational environment of Indonesian Chinese institutions from a micro perspective,and starts from the four key elements of marketing,targeting Indonesian Chinese educational institutions.The development situation and potential problems summed up the seven common problems existing in Chinese education institutions and put forward their own opinions.The second part is the investigation and analysis of the current situation of education and marketing of Chinese educational institutions.We know that to understand the Chinese education market in Indonesia,we must understand customer needs and market orientation.The most essential change in the Indonesian Chinese education market is that the needs and choices of students are changing.The author is who founded the Happy Learning Education Institute in late 2013.Based on this,the second part will issue questionnaires to students who are happy to learn Chinese education institutions,and summarize the six considerations of students in choosing educational institutions.Reference,and based on the existing problems,explain how to improve the internal system,confirm the target market and market positioning,so as to achieve the level of marketing management,and finally according to the results of the adjustment,the author believes that branding is the only way for Indonesian Chinese education institutions.So how to accurately target users,build brands,and do marketing well is the next part of the discussion.The third part is based on the application of marketing theory of Chinese education institutions based on educational marketing theory.It proposes the combination of education and marketing and the eight comprehensive evaluation criteria of Indonesian Chinese educational institutions for the educational marketing concept of Indonesian Chinese education.The eight elements of the "customer-centric,market-oriented" marketing theory are expanded.The author believes that the core competitiveness of Chinese education is centered on three aspects: first,marketing strategy;second,teaching quality;third,management system.In view of this,the author uses the educational marketing(marketing + system + technology)of the happy learning Chinese educational institution as a model,and summarizes the strategic model of Indonesian educational institutions(brand positioning,brand core and brand planning)to summarize the properness of Indonesian Chinese educational institutions.The core competitive advantage,I hope that in the face of market changes and the dual dilemma of brand and effect,it helps the practitioners of Indonesian Chinese educational institutions torecognize the development trend of branding,systematization,specialization and standardization.In view of the above,Indonesian Chinese educational institutions,as long as they understand the general trend of marketing,innovate and integrate superior resources,will be able to create a new marketing model for Chinese education institutions' one-stop education services,and help Chinese education in Indonesia.Therefore,this paper hopes to provide a new idea for the Indonesian Chinese education industry,and also hopes to help the future construction of its own institutions and overseas Chinese education.