Research On Marketing Strategy Of H Enterprise Management Training Company

China’s current training institutions in various fields are generally small,discrete and highly.Similar products homogenization of training industry lack of guidance and supervision,industry barriers to entry is low,the market is serious,intense competition.H enterprise management training company was founded in August 2004,is a professional organization dedicated to providing multiple aspects of the enterprise management,human resources,marketing and training for enterprise customers.The company is developing rapidly in its early stage,and made a very impressive performance profit,but the company recently for several consecutive years of profit decline,to research on this and improve the marketing tactics.From the background and significance of the research,the paper guides the analysis of the present situation and problems and the design of the strategy through the interpretation of the basic concepts and related theories.The training industry is influenced by the external environment,the analysis of the two aspects so the macro environment and industry environment before analyzing the existing marketing strategy;then from the product system,price strategy,instructor team,sales channels,markingthe workflow analysis of five aspects of the current situation of marketing managementof H enterprise management training company.Combined with the analysis of internaland external environment,it points out four aspects of marketing management problems,including the unclear location of target customers,the outstanding characteristics of curriculum products,the single teaching mode,and the traditional marketing channel can not adapt to the change of external environment.In order to improve the problem,the H enterprise management training company needs to carry out the research on the improvement of marketing strategy.The problem oriented principle,innovation principle,the principle of customer demand and cost control under the guidance of the principle,based on the theory of STP clear target market,change the original no difference in market competition ideas,select and focus on the target market segments,giving up most of the management courses in the field,only open class two areas ofhuman and financial the normal operation,to support the company;at the same time try to sandbox courses such as the development of derivative products;update the pricing strategy for the original curriculum system,quit learning bundling card,according to the new sandbox course by cost plus pricing;in addition,also actively use the network marketing strategy,external publicity,by leveraging public channels the development of WeChat since the number of public operators to build self media platform,the network course website in three ways.In order to ensure that the above strategies can beimplemented on the floor,four safeguards are put forward:organization structure adjustment,sandplay lecturer team building,personnel training and capital managementand cost control.Through combing and analyzing the existing marketing problems of H enterprises,the paper points out the existing problems and puts forward practical and feasible improvement schemes.This paper makes a detailed study of the bottleneck of thecurrent marketing situation and puts forward some suggestions for other similar enterprises to provide some reference and reference.