Research On Marketing Strategy Of Training Business Of Star Company

The inability of school education to meet the needs of students and parents has led to the emergence of extracurricular education and guidance.The current national training and education market is more than 900 billion yuan,and it is increasing at a rate of 9.8% per year.With the gradual expansion and maturity of the after-school education and training market,consumers have become more rational in choosing training products,leading to fiercer competition in the education and training industry.The occupation of market share,the grabbing of new resources and the competition for human resources are all manifestations of industry competition..This article mainly takes Star Education as an example to study the marketing situation of its education and training business and give optimization strategies.This article first analyzes the basic situation of Star Education.Through the analysis,it is known that the core of its training business is the extracurricular training in the middle school,so the extracurricular training in the middle school is the focus of the research.The article analyzes the marketing status of middle school training business with 4P theory,and analyzes the problems existing in middle school training business marketing at the same time.One is the slow iterative update of products,which is mainly manifested in the inadequate update of teaching materials and unstandardized training courses;the second is the unreasonable pricing,and the transaction price of Star Education education products is quite different;the third is the single marketing channel,which is currently mainly Using offline marketing methods,online marketing channels have not yet been established;fourth,insufficient promotion efforts,insufficient promotion and publicity,and low product price concessions.Then use the PEST model and Porter’s five forces model to analyze the macro and micro environment of the training business of Star Education’s middle school,and use the SWOT model to analyze the competitive situation,and determine that the SO strategy should be selected in the middle school training business,that is,Star Education First,we must increase support for secondary education and training,recruit more excellent teachers and marketing personnel,and optimize courses and teaching services.In addition,online training and education need to be actively expanded.Then,based on the results of the analysis,a marketing mix strategy for the training business of Star Education Middle School was formulated.In the article,the market is first segmented based on STP theory to determine the target market and positioning of Star Education.From the perspective of market segmentation,this study segments the training market in terms of grade and performance,and determines on this basis Star Education’s target market is senior high school students and ninth grade students.At the same time,Star Education’s market positioning is to become the leader of Shenzhen’s college entrance examination education and training and high school entrance planning projects.Secondly,based on the 4P theory,the marketing mix strategy is given.The product strategy is mainly to develop new products,product differentiation and teaching service standardization.The price strategy is mainly to formulate a flexible pricing strategy according to the actual needs of the training project.The channel strategy is mainly to strengthen cooperation with public schools and strengthen cross-industry cooperation.The promotion strategy is mainly to strengthen personnel promotion,network promotion and business promotion.Finally,in order to ensure the smooth implementation of the strategy,guarantee measures are given.First,human resources guarantee.First,it is necessary to ensure the sufficient number of Star Education marketing personnel,teachers and other personnel,and secondly,it is necessary to establish a corresponding organization to supervise the implementation of the marketing strategy.The second is financial security,that is,Star Education provides more financial support in the training and marketing of middle schools,so that the marketing strategy has the financial and material foundation for development.The third is perfect performance appraisal and salary guarantee.First,fair sales indicators need to be established to have a basis for appraisal.At the same time,it is necessary to ensure that individual performance needs to be linked to team performance and establish a scientific evaluation system.At the same time,it is also necessary to train marketers,Enabling marketers to achieve optimal performance through training assistance.