Research On Marketing Strategy Of HZ Educational Counseling Organization

The tutoring of primary and secondary schools wich is called "shadow education" by the international academic community has developed very rapidly in China in recent years.On the one hand,due to the rapid development of the domestic economy,the residents’ income has grown steadily.Parents have more funds to invest in their children’s education.On the other hand,students and parents hope that they can achieve better results in the entrance examination in order to enter a better school and get better educational resources.According to the statistics,with the rapid growth of market demand,the number of after-school tutoring agencies in China has exceeded 220 thousand.In 2016,more than 137 million students participated in extracurricular tutoring,the number of teachers in extracurricular guidance institutions exceeds 7 million to 8 million 500 thousand,and the market size of the whole industry is over 800 billion yuan.According to industry reports issued by related departments,as of 2016,in the domestic extracurricular tutoring industry,the market share of large tutoring institutions is not high,and most of the market share is occupied by a large number of small and medium-sized institutions.HZ tutoring institution is one of many small tutoring institutions.This article studies the marketing strategy of HZ tutoring institution,analyzes the existing problems,and proposes more optimized solutions.We hopes to help HZ tutoring institution to overcome the bottleneck of development and become bigger and stronger.It also hopes to provide reference for optimizing the marketing strategy for many small-scale extracurricular tutoring industry.HZ tutoring institution was established in 2010 and currently has two campuses.Since its establishment,it has been focusing on extracurricular tutoring in primary and secondary schools.After years of development,it has accumulated a wealth of experience and a large number of customer resources.In recent years,with the intensified competition in the industry and changes in the market structure,there have also been some unsatisfactory situations,such as slow business growth,poor promotion results,frequent staff turnover,and serious customer loss.This article conducts in-depth analysis and research on the marketing strategies of HZ tutoring institution.Based on the 7PS marketing theory commonly used by service marketing,through interviews and questionnaires,it identifies a series of problems in its marketing strategy and gives targeted solution.The full text is divided into six parts,as follows:The first chapter is the introduction.It mainly introduces the research background and significance of this paper,the research status and trends at home and abroad,relevant theory,research methods and content,the structure and innovation of the paper.The second chapter firstly introduces the HZ education and counseling agency briefly,then analyzes the current marketing situation,elaborates on the seven major elements of the existing marketing strategy,and makes a brief analysis.The third chapter analyzes the problems existing in the marketing strategy of HZ education and counseling institutions.Firstly,the statistics and analysis of the questionnaire results are used to discover the needs and perspectives of consumers.Then the problems in marketing strategies are identified,and finally the cause of the problem is analyzed.The fourth chapter optimizes the marketing strategy of the HZ education and counseling agency.First,it analyzes the macro marketing environment and micro marketing environment of the institution.Then design more reasonable solutions for products,prices,place,promotions,personnel management,physical evidence,and process management.The fifth chapter introduces the related guarantees for the implementation of marketing strategies of HZ education and counseling agency,and elaborates them from four aspects: technical guarantee,personnel protection,capital guarantee,and ideological assurance.The sixth chapter is the conclusion and outlook.A summary of the optimized marketing strategy for HZ education counselling agency was made,and finally we gave an outlook to the competitive market environment and development trends.