Research On Marketing Status And Countermeasure Of Company A,an Education And Training Institution

With the continuous development of economy in China,the level of people’s life has improved greatly.The center of consumption is tilting from material needs for basic necessities of life to spiritual needs for education,so education is attached more importance to.Based on this situation,the education training industry rises and developed from rapid expand to maturity.On one hand,the change of social conception on education provides advantages for the booming of training industry,which drives the consuming upgrading,thus the training industry is facing great development potential.On the other hand,education product and the teaching form are both greatly changing because of internet technology in recent years.MOOC,Micro Course,Online Education,Artificial Intelligence Education and other new forms of learning are emerging,which have the natural advantages of wide audience,low cost and convenient marketing.While traditional education institutions mainly use offline teaching methods,which consumes huge resources and has limited audience.Under this impact,many small and medium-sized traditional education institutions encounter industry reshuffle due to fierce competition,and the whole industry begin to face the pressure of transformation and upgrading.Based on the industry development background and marketing dilemma,this paper will study the marketing status and countermeasure of exam-oriented education and training company A from the perspective of marketing,aiming at providing marketing suggestion for A and reference for the whole training industry at the same time.The thoughts and contents of this paper are as follows,concept the framework with the logical mainline of raising,analyzing and then solving the problem.Firstly,systematically comb current marketing plight of A.Secondly,combined with the 7Ps service marketing theory,quantitative analysis is carried out through customer satisfaction survey to analyze A’s service marketing problems in deep,in order to find the customer demand.Then use PEST to analyze the macro environment of Company A,use Michael Porter’s Five Forces Model to analyze A’s competition condition from competitors,potential competitors,substitutes,suppliers,buyers,use SWOT to analyze A’s strengths,weaknesses,opportunities and challenges,and select reasonable marketing strategy,and use STP to select the target market.Finally,combine the analysis of marketing strategy with that of customer satisfaction,this paper proposes marketing strategy suggestions from seven aspects,including product,price,place,promotion,people,process and physical evidence.The findings in this paper are not only helpful for Company A to maintain good customer relations,formulate feasible marketing strategies and perform effective marketing management,but also help consumers get better customer experience,and match the supply with demand in the education and training industry.In addition,the thoughts and methods of the study can provide Company A a set of methods to diagnose the company’s marketing problems and propose marketing solutions to achieve sustainable development,which other training institutions can also learn from.Thus it can promote the sustainable and healthy development of the whole training industry,which has practical significance.Centering on the marketing status and countermeasure of traditional training institutions such as Company A,this paper comprehensively considers the characteristics of the development of the Internet era and the trend of informatization in the education industry,which is innovative to some extent.Due to the limited space and time,this paper fails to combine other theoretical tools of service marketing,and it’s mainly combined with author’s own experience,which is highly subjective.The depth of theories and viewpoints is insufficient,which may lead to the lack of comprehensive and deep marketing strategy suggestions.