Research On Marketing Strategy Of Changchun Guoqing Education And Guidance School

If we want to expand and consolidate the market,it is very important for enterprises to adopt the correct marketing strategy in today’s fierce market competition.But at present,there are few researches on marketing strategies of small and medium-sized educational training institutions in China.Therefore,this paper,taking Changchun Guoqing education and guidance school as an example,combined marketing theory to study the marketing strategy of small and medium education and training institutions,hopes to provide some valuable reference to the marketing strategy of small and medium-sized education and guidance institutions through this study.This paper firstly introduces the background and significance of marketing strategy,and then reviews the research status of marketing strategy domestically and abroad.Through the introduction of STP theory,4P theory,7P theory and 4C theory,we will lay a solid foundation for the following writing.Secondly,taking Changchun Guoqing education coaching school as a case study,it analyzes the current situation of itself and its competitors.Based on the marketing theory,it is found through research and analysis that there are some problems in the marketing strategy,such as the single course product category,the conservative pricing strategy,the uncareful enrollment channel,the single promotion method,the imperfect personnel strategy,the lack of physical display and the lack of service experience during the learning process..In addition,this paper focuses on using questionnaire to get first-hand information,and designs a questionnaire based on 7P theory.Through the data analysis of the filled questionnaire,the solutions to the problems in the marketing strategy of Changchun Guoqing education and guidance school are put forward according to the customer’s specific requirements.Through the analysis and summary of customer requirements,the problems existing in Changchun Guoqing education and customer needs are combined in order to cope with market change,improve competitiveness and profit,and take the application process service experience as the key way to put forward the following seven aspects of the marketing strategy combination scheme: 1.According to customer requirements,several classes have been added to improve the course products.2.The pricing strategy is innovated according to the acceptable method of customers.3.More effective refinement of the recruitment channels.4.In order to raise customer’s consumption enthusiasm and promote consumption,we enrich the promotion method.5.Based on the principle of comprehensive and effective,we have improved personnel strategy.6.We use communication mechanism,atmosphere creation and reward mechanism to create a good physical display.7.According to the principle of positive and negative feedback,we have made thoughtful process service experience for customers before,during and after consumption process.We should use this marketing strategy to deal with the problems and shortcomings of Changchun Guoqing education coaching school,and put forward the safeguard measures of teacher resources and teaching system.This paper puts forward a constructive solution for the problems existing in the marketing strategy of small and medium education and guidance institutions,which can not only meet the requirements of the customers,but also can be carried out practically by the small and medium education and guidance institutions with limited hardware facilities and relatively weak funds.Compared with the real educational counseling institutions,online school and learning software are convenient and fast,and the cost of consumption is low,hence is chosen by more and more students and parents.In the process of learning,service experience is the key for physical education counseling agencies to exceeding school and learning software.It is also the innovation of this paper on the response to currently on-line school and learning software’s impact on physical education counseling organization.