Research On Marketing Strategies Of YM Educational Institutions

In order to improve the socialist market economic system and realize the grand strategic goals of "strengthening the country with talents" and "rejuvenating the country through science and education",the state encourages private capital to enter the education and training industry,which has led to the vigorous rise of China’s education and training industry.As the most "money" "sunrise industry",small and medium-sized education and training industry a new force.The vigorous development of the small and medium-sized education and training industry has greatly aroused the enthusiasm of social forces in running schools,which not only realizes the invigoration of China’s educational cause on the whole,but also reserves a large number of practical talents for social development.However,with the vicious competition trend of high cost and low added value becoming increasingly fierce,problems in marketing,human resources,finance,service and other aspects during the operation of small and medium-sized educational and training institutions in the industry are seriously hindering the healthy development of the industry.In this case,how to change the traditional marketing ideas,service concepts and human resource management system through the means of operation management,so as to enhance the core competitiveness of the organization itself,has become the focus of the private education industry.Taking private YM educational institutions as the research object,this paper studies the marketing strategies of private educational institutions.Firstly,the external environment of YM educational institution is analyzed by USING PEST model.Secondly,based on the development status of YM educational institutions,porter’s five Forces model is used to analyze the industry competition.Thirdly,in-depth analysis of the problems in the operation of YM educational institutions,on this basis,with the help of the 7Ps method,put forward marketing strategy improvement measures in product,price,channel,promotion and other aspects;At last,it puts forward the guarantee measures such as organizing talents,brand building and enterprise culture.This paper aims to make some contributions to the improvement of marketing strategies of YM education and training institutions,and also hopes to provide some references for other education and training institutions and even the private education industry to improve their marketing strategies and enhance their competitiveness.