A Study On Marketing Strategy Of Taiyuan Education And Training Institution

With the development of China’s economy and the improvement of people’s consumption level,people’s life style is gradually changing.In addition,the existing education assessment in China is still "hero based on scores".Domestic families pay more and more attention to children’s education,and students need more and more extra-curricular guidance,which provides a certain space and market for the development of China’s primary and secondary education and training institutions.In recent years,various kinds of small and medium-sized training institutions,such as foreign language training and discipline guidance,have developed rapidly in China,which has brought greater competition to the development of the industry in various regions.Therefore,it forces enterprises to strengthen the research of marketing strategies,so as to enhance the market competitiveness.In addition,with the development of online education,there is an urgent need for education and training institutions to strengthen online user drainage,expand online education products,and improve the scale of online education users,which also brings new opportunities and challenges to education and training institutions.Based on the definition of marketing concept,STP theory and 4C marketing theory,this paper comprehensively uses the methods of literature analysis,case analysis and questionnaire survey.Firstly,it expounds the development situation and marketing status of a education and training institution,and based on the relevant content of customer satisfaction,it investigates the marketing status of a education and training institution in Taiyuan market.Secondly,the paper discusses the macro policy environment and market demand trend and characteristics of the education and training industry in primary and secondary schools,makes a SWOT analysis of a education and training institutions,and makes the marketing strategy direction selection;according to STP theory and the actual situation of the development of Taiyuan education and training market,the city of a education and training institutions is defined According to 4C theory,the optimization scheme is proposed from four aspects: customer strategy optimization,cost strategy optimization,convenience strategy optimization and communication strategy optimization,and from online and offline channels.The results show that:(1)the overall customer satisfaction of a education and training institution is low,especially that of parents.A education and training institution should not only provide more perfect and personalized teaching guidance,but also formulate reasonable,competitive and attractive charging standards;(2)aeducation and training institution has not formed a perfect sense of service In the process of sales and service,there are still some problems in the sales concept,products and services;(3)the market orientation of a education and training institution should be that the average monthly income of the family is less than 6000 yuan,and the age of the students is 6-16 years old;the average monthly income of the family is 6000-8000 yuan,and the age of the students is 12-18 years old;the average monthly income of the family is more than 8000 yuan,and the age of the students is6-16 years old..