Research On Marketing Strategy Of H Vocational Education Company

In recent years,H Vocational Education Company has rapidly expanded its domestic education and training market.At present,it has established more than 150 campuses in more than 40 cities across the country.Its business is mainly concentrated in first-tier cities and second-tier cities in North China,Northeast China,and East China.However,the market is extremely competitive.H vocational education company has 20 product lines,and nearly half of the product lines are not profitable or even loss-making.If the market strategy is not adjusted in time,enterprises may face a more severe test.Therefore,it is imperative to find new solutions for enterprises and adjust existing marketing strategies.This paper takes H vocational education company as the research object,in the process of analysis,PEST analysis method,five force analysis method and SWOT analysis method were mainly used to systematically analyze the external environment,industry environment and internal environment of the company,and pointed out the business strategy direction of H vocational education company.On this basis,using STP theory and 7Ps marketing theory,the market of H vocational education company is repositioned and corresponding marketing strategies are put forward.The main research conclusion of this paper is: the target customers choose the individual science and engineering students with certain foundation and the key customers of unimportant universities,and the market position is the leading IT vocational education provider in China.Under the guidance of marketing strategy,the corresponding marketing strategy is designed: in terms of product strategy,enterprises can consider streamlining existing product lines,recombining products,and improving product quality.In the aspect of price strategy,we design a unified pricing standard,and adopt the methods of step pricing,fat skimming pricing,penetration pricing and regional pricing to price it products flexibly.In terms of channel strategy,enterprises can consider gradually expanding the direct business center,building an online learning platform and developing official app learning software.In the aspect of promotion strategy,enterprises can consider the combination of traditional promotion means and new media technology,optimize and improve the promotion form and method,and realize the benefit conversion in the promotion process.In terms of personnel strategy,enterprises should strengthen the construction of human resources,from personnelrecruitment,training to management,and formulate corresponding norms and systems,which are embodied in the implementation of strict recruitment standards,strengthening personnel training,and implementing the policies of survival of the fittest.In terms of tangible display,enterprises can create a professional campus environment,establish a unified VI image,standardize service information,and establish information communication with customers.In terms of service process,enterprises can strengthen service process management,provide value-added services for customers,provide personalized services and other methods,and improve the quality of service process.This paper hopes that through the research on marketing strategy of the H vocational education company,it will provide help to improve the competitiveness of the company,provide basis for studying the marketing strategy of IT vocational education and training enterprises,and provide market reference for relevant enterprise employees.There are 8 research charts,15 tables and 53 references in this paper.