Research On The Marketing Strategies Of YAL Art Education Institution

As the country continues to promote education reform,the change of national educational concept and the increasing increase of national family income,parents are increasingly paying attention to education investment in children,and increasing numbers of parents begin to pay attention to the comprehensive development of children.At present,art education in schools has problems such as monotonous curriculum content and single curriculum form,so it cannot meet the needs of parents,which makes the afterschool art training institutions all over the country develop very rapidly.At present,YAL art training institution mainly use low-price promotion to carry out marketing activities,but various operating costs such as class cost,teaching material cost and teacher salary keep increasing.Meanwhile,they also have to deal with the influence of national policies,the impact of the epidemic and the pressure of competition from other institutions.YAL art training institution how to carry out marketing activities according to the internal and external environment of the industry and customer demand,improve customer satisfaction,develop suitable for the sustainable development of YAL art training institution marketing strategy is an urgent problem to be solved.In this thesis,YAL art training institution in the current marketing strategy of the main problems as the research object.In the analysis and summary of relevant theories and research literature.The first use of PEST and 4P analysis tool of the art training industry in the external environment of the main opportunities and threats are analyzed.Secondly,the influence of these five powers to YAL art training institution were analyzed using the Potter five-force model.Thirdly,based on STP theory,this thesis analyzes the current marketing situation of YAL art training institution.Fourthly,investigates the demands of parents of students of YAL Art training institution for art training and their satisfaction with the institution.Finally,through the above analysis and survey,it finds out the main problems of current marketing strategies of YAL art training institution: Lack of characteristic courses,single course pricing strategy,relatively narrow marketing channels and promotional activities are not ideal.To solve these problems,it is suggested that YAL art training institution by developing art training courses,improve the diversity of the existing pricing strategy,to strengthen the construction of network channels and implement more effective sales promotion measures such as improving marketing strategy,through the perfect management system,improve the ability of employees,at the same time solve the problem of teachers’ great mobility and improve service quality,Ensure the successful implementation of YAL’s improved marketing strategy.The research on marketing strategy of YAL art training institution in this thesis is a further supplement and improvement of the relevant theories and practices of the marketing strategy of art education training industry.It is hoped that the study of this thesis can provide useful reference and help for YAL art training institution in developing marketing strategies,and provide some references for the follow-up study of marketing strategies of education training institutions and art education training institutions.