A Research On Marketing Strategy Of Extracurricular Counseling In P Company

In recent years,China's primary and middle school counseling market has been heating up,and there is data which shows that its market size was more than 800 billion in 2016.At the same time of the market booming,days of enterprises in this market become much harder.While so many practitioners make competition intense,consumers are more rational,which put forward higher requirements to the marketing strategy.This thesis will take P company as an example and use 7P and other marketing theory to analyze its marketing strategy,in order to find out it's successful experience and weakness,and with a view to provide some valuable advice to P company and other companies of the same type in enhancing their competitiveness.The outline of this thesis is as fellows:Part 1 introduces the background,significance,scope,methods and framework of the thesis.Part 2 introduces the domestic market of primary and middle school counseling and the development of P company.Part 3 introduces the mainstream marketing theory.Part 4 analyzes the market environment of P company by using Porter's Five Forces model and SWOT model.Part 5 studies the market segmentation of extracurricular counseling market in primary and middle schools,and introduces the basis of P company's choice of target market and its market orientation.In part 6,there is a comprehensive analysis of P's marketing strategy with 7P theory.In part 7,the results of the study are summarized,and which needs to be further improved is pointed out.This thesis believes that the advantage in P company is as fellows:clear product and service positioning,good reputation among students,reasonable and flexible marketing strategies.However,there are also problems,such as insufficient advertising efforts,the brand characteristic which can be easily imitated,the lack of channel convenience.Therefore,if the company wants to develop further,some areas need to be improved:the quality of teaching,the brand promotion work,the product model and additional business points.