| With the rapid change of the global economic environment,domestic and foreign economic entities are suffering from the huge pressure of serious economic downturn.The employment contraction,personnel competition,salary can not meet self requirements and the number of ideal enterprises is sharply reduced,all of which extend to the demand for high-quality talents.Based on this,more and more students choose to study MBA,which promotes the MBA education and training industry with high-level talent training and education as its management policy,and promotes the MBA pre examination counseling industry to enter the fast track of development.According to the current rapid growth of various types and directions of pre examination counseling institutions in China,the competition for MBA pre examination counseling services with more high-end characteristics is becoming more intense.In addition,since entering the 21 st century,the Internet has brought development opportunities to enterprises,but also forced them to break the original marketing mode and find the development mode conforming to the trend of the times if they want to get better development.Hz education Jinan Branch has been focusing on the pre examination guidance of MBA.Through the flexible online and offline teaching methods,it helps students to enter the target university smoothly,and also allows us to accumulate more knowledge.This article takes a variety of marketing theory as the basis,combined with Hz education Jinan Branch in MBA pre examination counseling project of the actual business situation to be analyzed,and combined with my years of work experience in Hz education Jinan Branch,face-to-face analysis of Jinan Branch in the development and operation process of multiple problems and the need for improvement,in the marketing mode of a single,lack of personnel service ability Finally,reasonable suggestions and strategic direction are given.At the time of self-reliance,this paper starts from the theoretical research of relevant literature at home and abroad,sorts out and summarizes the research results,compares the development of other training companies in the same industry,and summarizes the differences.It uses the 5-Force model to analyze the stakeholders and competitive forces of Hz education Jinan Branch in the market;at the same time,it explores the macro environment with the help of PEST analysis theory With the help of SWOT analysis method,this paper fully analyzes the advantages,disadvantages,opportunities and threats of Hz education Jinan Branch,in order to give full play to the maximum value of advantages and avoid the influence of weakening;finally,through STP theory and 7PS service marketing theory,it subdivides the market and accurately locates the target market,and maximizes the value of service marketing to ensure the smooth of relevant strategies It’s easy to land.In the face of multiple pressures of development and competition at the same time,it is necessary to formulate reasonable and effective marketing strategies,which can be traced back to the evaluation of marketing effect.At the same time,more targeted service marketing strategies,such as customized courses,more flexible teaching methods,lean cost control,etc.,will be developed based on the trainees,so as to highlight the importance of management and control in the process,so as to ensure the smooth operation of each student On the basis of entering the target universities,we will gradually realize the strategic optimization policy of Hz education Jinan Branch.Finally,it is expected to help Hz education Jinan branch solve various problems in the current development process of MBA pre examination counseling program,explore new marketing mode and new development means to break through the bottleneck,further expand the business scale and market share of Hz education Jinan Branch in the local market,attract more capable employees,improve the overall profitability of the company,and ensure sustainable development Steady,rapid and healthy development.Explore its internal marketing strategy with core competitiveness,and provide the industry with universal reference value and operational internal law. |
