Research On The Optimization Of Marketing Strategy Of Jiangsu S Education Training Center

With the rapid economic development and increasing family wealth,Chinese parents pay more and more attention to their children's education.Especially in primary and secondary schools,in addition to the necessary school courses,more parents choose to let their children participate in extracurricular counseling.This makes the proportion of extracurricular counseling in the education industry maintain a rapid growth trend.From 2012 to 2018,the market scale of extracurricular guidance industry in primary and secondary schools in China increased from 293.3 billion yuan to 520.5 billion yuan,with a year-on-year growth rate of more than 10%.The huge market demand has led to the rapid development of the extra-curricular counseling market.There are many kinds of education and training institutions,and the market competition is increasingly fierce.Jiangsu s education and training institution,as an old local training institution,has a high market recognition.However,with the increasing pressure of external competition,the increasing uncertainty of policy,the emergence of "black swan" such as coronavirus,the existing marketing strategy of the agency may not be able to adapt to the new internal and external marketing environment,which restricts the long-term development of the enterprise.Therefore,in the face of fast changing market environment and increasingly fierce competition pressure,Jiangsu s education and training center must adopt effective marketing strategies to achieve long-term and healthy development.Based on the above background,on the basis of combing the existing literature at home and abroad,taking Jiangsu s education and training center as the research object,combined with service marketing theory,STP marketing theory,4C marketing theory,4P marketing theory,etc.,this paper uses pest and Porter's five forces analysis model to analyze the external macro environment and industry competition environment of s education institution,from which we can identify the external environment of the institution Opportunities and threats to the environment.On this basis,SWOT analysis theory is used to study the improvement direction of s organization's marketing strategy,and specific countermeasures and suggestions are put forward.It is found that in terms of its own conditions,Jiangsu s education and training center has advanced operation concept,high brand awareness and strong teaching staff in the local area,but at the same time,there are also some problems such as imperfect service system,single marketing means and the quality of some employees to be improved.In terms of external environment,it is very important for s institutions to have parents to educate their children The increasing disposable income of residents and the maturing technology of live network are favorable conditions,but at the same time,they are also faced with fierce competition in the industry,increased policy uncertainty and external threats such as "black swan" represented by coronavirus.Therefore,Jiangsu s education and training center should optimize the existing marketing strategy to adapt to the changing internal and external environment.First of all,the market is subdivided,and personalized and differentiated marketing service strategies are formulated according to the different characteristics of customers and products;secondly,the internal organizational structure is continuously improved,the team management system and staff training system are improved,so as to provide strong support for the successful implementation of marketing strategies;finally,the network marketing model is actively innovated,improved,and relevant information collection and maintenance are well done And on the basis of data analysis,provide targeted services for customers,enhance customer identity and loyalty,in order to achieve the long-term and healthy development of the organization.