Research On Marketing Strategy Improvement Of X Group Xi’an Branch

Since the reform and opening up,China’s pace of globalization has been accelerated,opening up to the outside world,exchanges have been close,and interaction among countries has become increasingly frequent.International talents have become a scarce resource of a country.As the primary productive force,talents have become a magic weapon for competition among countries.The development of a country’s economy,science and technology,education,politics and other fields cannot be achieved without the participation of talents.Talents cannot be accomplished overnight,but need long-term training,education and practice improvement.With the rapid development of The Times,the economic level has been improved to a great extent,people’s wallets have been bulging,and the demand has increased.In terms of education,families have more and more choices for their children.Some of them hope to further their study abroad to improve themselves,increase their experience and learn more advanced concepts.The heating up of the overseas study market has driven the prosperity of overseas study agencies,resulting in the emergence of a large number of overseas study agencies providing overseas study consulting services.The overseas study industry is showing an explosive trend,with more and more institutions and greater competitive pressure,and this form will continue to differentiate.Xi ’an branch of X group,as a model institution in the study abroad industry,is faced with challenges and competition and finds its own way to break through and opportunities.This paper will combine the actual situation of enterprise development,in-depth research on its marketing strategy,and put forward Suggestions for improvement.After explaining relevant theories of marketing,this paper introduces X group and xi ’an branch company in detail,makes a comprehensive analysis of its marketing profile,and elaborates on the current marketing data,means and status quo.Then,based on the data analysis,the marketing problems encountered by xi ’an branch of X group were explained in detail that the enterprise had not kept pace with the current development of the new normal ofthe overseas study market,and there were improper aspects in consumers’ concept mining,product upgrading,brand promotion,and response to environmental changes.Then,according to the market data model,STP theory basis and marketing research,this paper analyzes the causes of marketing problems,finds out the causes and grasps the direction,and provides basic support for improving the research.The improvement plan of marketing strategy is obtained,which is explained from four aspects: product strategy,price strategy,channel strategy and promotion strategy.In order to promote the better implementation of the marketing plan,conduct a comprehensive evaluation and revision of the marketing strategy,and provide a reasonable marketing improvement research plan for xi ’an branch of X group,so as to further seize the market opportunities and expand marketing assistance.