Research On The Marketing Strategy And Optimization Of Educational Products Of Shenzhen WT Company

Because there are many tutoring institutions for postgraduate entrance examination in Shenzhen,facing many competitors,it is worth discussing how WT Company in Shenzhen wants to market its education products.In view of the STP market positioning theory and 7PS service marketing theory,according to the present marketing situation of WT Company in Shenzhen and my hands-on background in WT Company in Shenzhen and Huazhang in Shenzhen,this paper dissects the questions being in the service marketing process of WT Company in Shenzhen and the areas to be improved,At the same time,reasonable optimization strategies are given in each element of 7PS marketing mix.This paper starts with the intention to sort out the academic study of related document at home and abroad,subdivides the target market by STP theory,analyzes the influence of macroenvironment of Shenzhen WT Company in various aspects and the internal stakeholders and competitive forces in the profession by utilizing the marketing macroenvironment analysis and Porter’s five force model.After that,this article point out the marketing present situation and existing problems of Shenzhen WT Company,for instance: the price system is more general,the promotion mode is single,the offline marketing channel is lack,and the reasons for the problems are pointed out.Make use of the 7PS service marketing theory,the service marketing strategy is formulated according to the existing conditions and development direction of Shenzhen WT Company,such as detailed division of price system,increase promotion modes and offline marketing way expansion,so as to gradually adjustment the marketing strategy of Shenzhen WT Company;For safeguard carry out the relevant strategies,reasonable and effective safeguard measures should be formulated,such as adding input in teaching funds and make better the incentive policies of employees.Through the study of this article,we wish to assist Shenzhen WT Company improve the existing lssues in the marketing strategy of education products,make the products and services of Shenzhen WT Company different from competitors,improve the return rate of marketing investment,and feed back the business scale and market share of Shenzhen WT Company in the education and cultivating profession.Last,the education product marketing strategy of WT Company in Shenzhen will provide reference for enterprises to draw up marketing strategies.