A Case Study On Dalian Keeping-ahead Education School’s Marketing Strategies

Recent years has witnessed the prevailing Internet boost the online education greatly and there are some dramatic changes on the competition among the remedial training institutes of postgraduate entrance examination.Many renowned institutes are fading away their advantages and influences,losing their market share and even quitting the competition.Nearly twenty-year development drives Dalian Keeping-ahead Education School to change its operation mode from offline collective class teaching by famous teachers gradually to companion mini class teaching;while in face of ushering to the era of online education,it still fails to have a clear and all-round marketing tactics.This thesis will give reference to how Dalian Keeping-ahead Education School to choose and scheme correct marketing tactics,based on the study on its existing marketing tactics.First and foremost,this thesis gives a detailed and in-depth introduction on the corporate status,industrial background,marketing status of Dalian Keeping-ahead Education School so as to figure out the marketing and management problems in the middle of operation.Secondly,the SWOT method will be used to analyze its market competition strategy and concludes on and offline marketing development plan featuring online driven by offline.Using the comparison of industry competition situation matrix and the advantages and disadvantages of major competitors in various marketing dimensions,it is concluded that School needs to be improved in product design,price setting and promotion channels.At the same time,the STP method will be utilized to do market segmentation to find out its targeted market and the final market position.Based on all above mentioned analysis,it makes the online-offline 4P marketing tactic combination involving the products,prices,place and promotion,meanwhile,the online platform building for the implementation and the dual-guarantee methods for employee’s motivation.Additionally,estimation has been done on the implementation effects.This thesis finds a practical and feasible way for choosing and improving the marketing tactics of Dalian Keeping-ahead Education School,at the same time,presents reference for other remedial training institutes of postgraduate entrance examination,coupled with instruction on the development of private brick-and-mortal education training institutions.