Research On Dalian Regional Marketing Strategy Of Tomato Art School

In recent years,art education has received strong support from the national level policy because of its unique form of education,and is also favored by parents more and more.However,as the market demand is more and more vigorous,and the entry threshold of the art education industry is relatively low,so the the art education industry is mixed and the competition is becoming increasingly fierce.Tomato Field Art School was founded in 2009.It trains children's creative thinking habits between 2 and 15 years old in the form of art.After ten years of development and curriculum iteration,it has become a benchmark in the field of domestic art education.Tomato Field Art School Dalian has established three campuses since it joined the school in 2015 firstly.It has formed a good situation of city alliance and coordinated development.Now it is also facing the impact and challenge of market environment.Therefore,there is a great practical significance for Tomato Field Art School to formulate appropriate marketing strategies to achieve cost reduction,efficiency increase and sustainable development.This paper follows the market law and studies the regional marketing strategy of Tomato Field Art School Dalian based on the market environment.Firstly,the background and significance of this study are analyzed,and the research ideas and methods are determined by consulting a large number of domestic and foreign data;the marketing strategies of children's art education are sorted out to determine the theoretical basis of this study;secondly,the basic operation,internal and external environment are analyzed,and PEST tools are used to analyze the economic,political,legal,social and cultural aspects.The macro-environment of Dalian Campus of Tomato Field Art School is analyzed from the aspects of technology;the operation environment of Dalian Campus of Tomato Field Art School is analyzed from the aspects of competitors,potential competitors,alternative products,suppliers and purchasers by using five-force model tools;thirdly,the marketing strategy matching the design of Dalian Campus of Tomato Field Art School is analyzed based on the above analysis.Considering such factors as market segmentation,target market and market positioning,the marketing strategy which is suitable for Dalian Campus of Tomato Field Art School was finally determined,that is,integrating marketing thinking through new media,consolidating 7Ps marketing strategy,combining 4R and 4V marketing mix strategy,with the help of new media communication,to achieve the growth and rapid development of campus performance.However,the process of achieving the goal is not easy.Finally,this paper gives some suggestions from the aspects of organizational structure,human resources allocation,service system and financial support to ensure the smooth implementation of marketing strategy.Let the really good art education quickly occupy the parents' mind,win the market scale of the area,and then form the competitive advantage in the future art training industry,making the school healthy and sustainable development.The Strategy Research of this paper has certain reference significance and value for the marketing of the existing campus and the subsequent plans to operate the campus.