Research On Marketing Strategy Optimization Of D Education Training Company

At present,the development of education in China is unbalanced and inadequate,and scarce high-quality education resources have led many parents and students to seek assistance from off-campus educational training organizations,resulting in an increasing demand for off-campus educational training.Located in Qujing City,Yunnan Province,D Education Training Company,which specializes in senior high school subjects training,has developed rapidly since its establishment for three years and has gained a certain amount of market share.However,the competition in the senior high school off-campus educational training market is increasingly fierce and there is an urgent need for D Education Training Company to optimize its current marketing strategy,which should be grounded on the basic needs of the target customers.Based on the basic theories of off-campus educational training,off-campus educational training marketing theory and SWOT analysis,this paper analyzed the current marketing situation of D Education Training Company.A questionnaire survey was conducted on the students,and it could be divided into six parts,including personal information,learning behavior,academic record,educational training needs,advertising information and satisfaction.In accordance with the results of the survey,we could find out the existing problems of D Education Training Company and make SWOT analysis.Then we could subdivide the educational training market,select the appropriate target market and position the market as the leader of Qujing educational training market and university counselling project for the senior three students.And then,we can offer marketing strategy Optimization suggestions to D Education Training Company.The product can be improved by the new product development strategy,product differentiation strategy,product mix strategy and service standardization strategy.Adopting flexible pricing strategy is strongly suggested to optimize its present price strategy.The company can expand the channels by strengthening the cooperation with public schools and developing cross-industry cooperation projects.And promotion can be improved by increasing the effectiveness of personnel promotion,by devoting attention to network promotion and by using public relations.In these ways,the market competitiveness of D Education Training Company can be improved effectively.