Research On Digital Marketing Strategies Of Shanghai By Art Training School For Kids

In the current knowledge-based economy,private education is greatly developed with increase of the income of Chinese people and growth of the investment for individual education.The Chinese government has issued a series of policy documents aimed at standardizing and promoting the development of private education with great attention to provide an excellent strategic opportunity for the development of education.The private children's art education,as the vital component of the national education system,though rapid growth,has aggravated the competition of this industry.This paper takes Shanghai BY Art Training School for Kids as the research object,analyzes the internal and external environment and marketing environment of the school through the method of industry environment analysis,and points out that the main problems of the school in terms of marketing are:the lack of digital marketing awareness and theoretical deficiency of the marketing staff;the failure to make full use of Internet tools to form good interaction with customers;inadequate management of the digital marketing process.Through the systematic analysis of the macro and micro environment of the school,it is believed that the current environment is conducive to the development of private art training industry.However,due to the large number of inst(?)tions entering the industry,the competition is extremely fierce.Although the school has broad development opportunities,it also needs to face great challenges.In order to effectively solve the marketing problems of the school,this paper combines 020 marketing,Wechat marketing and official website marketing schemes with the characteristics of the industry to develop a digital marketing strategy suitable for the school,and on this basis,puts forward the corresponding safeguard measures.The main purpose of this research is to enhance the brand awareness of Shanghai BY Art Training School for Kids,expand its market influence,and ensure that the school can survive in the current market with increasing competition and obtain healthy development.In addition,I hope that the research results of this paper can provide a reference for the transformation of traditional offline service-oriented industries to online marketing,and promote the development of the whole industry to a healthy direction.