Research On Marketing Strategy Of Small And Medium-sized Education And Training Enterprises

In recent years,with the continuous development of social and economic levels,the world has entered the era of knowledge economy,and the pressure of competition for talents is becoming more and more intense.People are more and more aware of the importance of education and training for employment,and more and more people choose Participating in extra-curricular training to meet the demand for post employment has made various education and training institutions in the society take advantage of the trend and develop in full swing.However,with the diversification of customer needs,the brand influence of SMEs in the development process is insufficient,and the means of market sales are single,which has seriously hindered the development of enterprises.Enterprises that need small and medium-sized education and training must find a proper marketing strategy and change their traditional marketing thinking in order to show their advantages in the market competition and continue to grow stronger.In view of this,this article studies how small and medium-sized training companies(using "HYGK Company" as an example)to gain a firm foothold and gain development in the highly competitive education and training market.HYGK is a training company dedicated to public examinations.It has decades of operating history in the education and training market in Hefei.It has a certain market share in the region and has a good reputation.With the increasingly fierce competition of education and training institutions,how HYGK company can occupy a place in the fierce market competition,further expand its market share,and consolidate the development foundation of the company's marketing has become a current issue for HYGK companies to consider.Therefore,it is necessary to take "HYGK company" as an example to make an objective and correct analysis and demonstration of the implementation of the marketing strategy of small and medium-sized training enterprises in China.Through research and analysis of the development status of HYGK companies,a practical and effective marketing strategy implementation path is designed.This article adopts the methods of data collection and investigation to the small and medium-sized training industry,combined with the marketing status of HYGK's training education,analyzes the development status and development trend of the domestic training industry,analyzes the company's internal strengths and weaknesses,and analyzes the marketing environment of the company's internal strengths and weaknesses.Opportunities and challenges faced by Hefei,Anhui and the surrounding markets have made breakthroughs and innovations based on previous research results.Macro-analysisby PEST theory,qualitative analysis by SWOT method,and quantitative analysis by building SWOT-AHP model Adopt a variety of strategic tools to make marketing choices more accurate.By constructing HYGK's marketing strategy quadrilateral,it is finally proposed that HYGK companies should adopt an active and stable marketing strategy,based on the Hefei market in Anhui,and expand to surrounding markets.By appropriately adjusting the organizational structure,Open up new marketing channels,establish a sales incentive system,and continuously innovate and develop products as safeguard measures,promote the implementation of HYGK's marketing strategy,and provide useful help for small and medium-sized education and training enterprises.