Research On Marketing Strategies Of Joint Education Group's Overseas Chinese Examination Project

Since the implementation of the reform and openness policy,the relevant government departments continue to carry out innovative exploration in the field of education,implementing new educational ideas and policies.In the modern age of education,the private educational institutions have also made unprecedented breakthroughs,enriching various educational systems in China.The development of education and training industry plays an important role in improving national quality and the supply side reform of real economy.At the present stage,the training industry has gradually become an important driving force in the non-academic education in China.Among the numerous education and training institutions,Joint Education Group is a rising star in this industry,which continuously leads the employees to expand their business scope and optimize their business capabilities.However,the current marketing situation of Joint Education Group needs further improvement in service marketing mix,brand equity and competitive edge.Accompanied by rising of China's international influence,more and more overseas Chinese compatriots hope to return to the embrace of the motherland,seeking better education and development opportunities.Therefore,a key problem has been introduced: how could Joint Education Group optimize current marketing strategies to build and sustain their own sustainable competitive advantages by their resource endowments and location advantages?In order to solve the problems mentioned above,this paper reintegrates the market segmentation,market targeting and market positioning of Joint Education Group based on the concepts and experience of precision marketing.At the same time,according to the service quality gap model,this paper reconstructs the 7P service marketing mix strategies,from the perspectives such as product,price,panel,promotion,people,process and physical evidence.Finally,this paper puts forward corresponding countermeasures and suggestions,based on the service profit chain model.(1)Aiming at the problem of service system,Joint Education Group should renew education concept,set up comprehensive standards for training and evaluate the performance of teaching scientifically,according to the model of service quality gap.(2)Aiming at the problem of unreasonable allocation of teachers and resources,Joint Education Group should strengthen internal service measures in order to improve staff enthusiasm and customer loyalty,according to service profit chain model.(3)Aiming at the problem of unclear market positioning,Joint Education Group should building database for service feedback and comprehensively optimize customer resource management,forming a unique sales value proposition,based on precision marketing theory.