Research On Children's Education And Training Marketing Strategy Based On Customer Value

Children's education and training industry began in the early 1990 s.At that time,extensive marketing strategy can attract customers with low level of education and sensible consumer psychology.Therefore,the marketing strategy pushes the rapid development of enterprises in the industry quickly.However,with the development of information technology,intensified competition in the industry,intense price competition,the profit margin of the products is compressed again and again.Even the industry's oligarchy enterprises are challenged by competition.When the customers are awakened and improved by their own value needs.The market puts forward the higher requirements for the marketing strategy of Children's education and training enterprises.This thesis chooses DF Education Group as an object of study.It is the leading enterprise in the industry.To analyze existing problems in the market through literature review,research results at home and abroad,theoretical applications,industry environment,questionnaires and scale analysis.This thesis collects five well-known brands in the existing children's education and training industry,such as TAL Education Group,NYSE: XUE Education Group,PU-XIN Education Group,EF Education Group and DF Education Group.This thesis will compare and analyze those brands through the history of brand development,competitive advantage of brand,curriculum characteristics,teacher selection and training system,group development scale.It is concluded that children's education and training industry has the following existing problems.A.Institutions compete with a low price.B.Low barriers to enter into the industry lead to disorderly competition and weak regulation.C.Insufficient adhesion between customers and enterprises.D.Low value of customer experience.This thesis combine customer value theory with practice,point out that the traditional marketing strategy of children's education and training industry cannot catch up with the pace of the development of the times.The enterprises need to establish a new marketing strategy with the Internet thinking based on customer value.The reproducing of enterprise marketing structure which based on customer value is proposed: redesigning ideas from replacing the customer relationship and marketing role,customer perceived value,price value,expected value and experience value to explore customer demand.On this basis,some new strategies for enterprise development in line with the new marketing era are proposed.For instance,international study tour and short-term study abroad program,strengthen the establishment of teaching service system,expand the relationship marketing model,combine on-line and off-line teaching,word-of-mouth marketing,establish complete performance system and other safeguards.This thesis transformed the short-term marketing behavior of enterprises into a long-term marketing concept.Besides,it transformed the traditional marketing model into a new marketing model,which based on customer value.Suggesting that today's business model has entered the era of customer value.It is predicted that enterprises will become more competitive after the marketing strategy has been improved.We look forward to the future of new direction of the marketing strategy for children's education and training industry.This thesis also provides a reference of the sustainable development strategy for enterprises within the industry.