Research On The Marketing Strategy Of Z Company IT Training Business

For the IT training business,job seekers are the main customer group,and College students of science and engineering among job seekers have serious employment problems due to their skills,experience and enterprise requirements.Either they can't find a job,or finding a job is mismatched.In the past,Z company's IT training business' s main customer group is the job-seekers with employment and changing jobs,and the main marketing method is the hard advertising method of Baidu bidding and recruiting staff to enroll new students methods,such methods have achieved good results in the training market in the past.Even now,many training companies are still using them,but they also had many inherent problems,high cost and poor reputation,and the cost pressure is also transferred to the training students,resulting in too much pressure and a serious problem of satisfaction.This paper takes Z Company's IT training project as an example,based on STP positioning and marketing 4Ps?4Cs theory,combined with experience marketing and related theories,after researching and analyzing the current situation of IT training business marketing in Z Company,this paper finds out the main problems existing in Z Company's IT training business marketing,and points out that the IT training project of Z Company needs to redefine the target market and optimize the marketing strategy in the training market of science and engineering students.In order to expand the revenue of IT training business,enhance the competitiveness of Z company and promote the rapid development of the company,the marketing strategy can be optimized on the channel of the university.At the same time,it can provide reference and reference for the same type of enterprises.Finally,this paper puts forward some suggestions on the promotion of college channel marketing strategy of IT training business in Z company from 4Cs.Through the online and offline links,the online experience based on the flipping classroom offline small practical training way for product positioning,really meet the needs of the target students,From the training students bear the cost to the training students and colleges to share the flexible pricing,reduce learning costs,adopt the B2B2 C channel approach combined with the best challenge reverse incentive promotion strategy,and finally achieving multiple wins in Colleges,students and Enterprises.