Z Education Group Marketing Strategy Optimization Research

At present,information technology and scientific and technological means are developing rapidly.All industries in China are at the critical juncture of industrial transformation and upgrading.The consumption iterative upgrading of consumer market has further promoted the reform of the whole industry management mode of the society.The demand for all kinds of professional talents is increasing,and the comprehensive quality of talents is also increasing.Driven by the national policy and market,a large number of vocational education enterprises came into being.However,with the increasingly personalized and diversified needs of consumers,the traditional marketing strategies adopted by vocational education and training enterprises have been unable to respond to the changes in the current market.Z education group was founded in 1999.Its main businesses are examination training,education promotion and vocational skill training.After more than 20 years of development,although the enterprise has a certain customer base,it is obviously not feasible to rely on the original customer resources only under the increasingly fierce competition in various segments of vocational education market,especially Z education group is in the stage of rapid business expansion.In recent years,with the vigorous rise of online education,the customer mobility of vocational education and training market has been further improved.How to attract new customers and stabilize old customers has become a major problem that enterprises must face.The current marketing strategy of Z education group cannot meet the actual needs of consumers.Based on the theory of marketing,using the methods of literature research and case analysis,this paper studies the current situation and problems of marketing strategy of Z education.First of all,use pest and five forces model to analyze the marketing macro and micro environment of Z education group.Secondly,SWOT model is used to analyze the competitive environment and advantages and disadvantages of enterprises.In addition,through STP theory,Z Education Group's competitive market is subdivided again,combining with the current marketing situation and its own competitive conditions,a new definition of competitive advantage is given.Finally,it gives optimization suggestions on the five aspects of product,service,price,channel and promotion,and guarantees the implementation of optimization strategies from four aspects of corporate culture,organization,human resources and financial support.This paper hopes to put forward effective improvement suggestions for Z Education Group's marketing strategy optimization,and try to provide reference ideas for the marketing strategy of training institutions inthe same industry.