Research On Marketing Strategies Of ZM Education Group In Handan

With the development of economy in China,the extracurricular tutoring institutions have been booming in recent years.With the improvement of people's standard,education has been paid more and more attention,and families send their children to extracurricular tutoring institutions.The support to non-government funded education from national policies prompts the fast development of domestic education and training market.The increasing number of the institutions of education and training makes the lack of standardization of the training market more obvious,and it accelerates the competition in this field.In order to expand the market and make more profits,the enterprises are competing fiercely with other training institutions,and many problems have been exposed.ZM Education Group was set up in the year of 2007,and ZM English has formed its unique brand features.The branch in Handan area has been in operation for two years,and it met many problems when it was trying to expand the market.This paper takes Handan market of ZM Education Group as the object of study,marketing combination theories,CRM theory and STP theory as theoretical basis,PEST and Five Forces Model as research tools.By analyzing the external and inner environment of the branch institution,finding out the problems of the marketing strategy,e.g.the quality of teaching cannot be guaranteed with unreasonable structure of teachers,low brand awareness and weak support from local people,the improper implementation of corporate culture and the lack of improvement of corporate image,the weak influence of the application of new technology on teaching and market strategy.After analyzing the company through theories and practice,some marketing strategies were come up with according to product strategy,price strategy,channel strategy,promotion strategy and improve the structure of teachers,such as developing new products,different pricing,widening physical and online channels,promotion activities on holidays etc.,and some corresponding measures were proposed in order to make the branch institution may develop steadily in Handan area.