Research On Marketing Strategy Of Dalian XDF

With the implementation of two-child policy and parents’ growing emphasis on education,the education industry has attracted a lot of capital.As traditional training enterprises,how to survive in the time of change and make progress has been a problem that troubles managers of training institutions.Established 13 years ago,Dalian XDF Training School is a well-known and favored training institution among parents and students in Dalian.It has accumulated rich business experience and has a good brand reputation in Dalian market.However,due to the rapid development of K12(kindergarten through twelfth grade)training,Dalian XDF Training School has encountered some problems,such as outdated marketing strategy,the low market share of K12 business because of the slow development speed,the slow growth of School profit margin which even showed decline in certain years.Taking Dalian XDF Training School as research subject,this paper analyzes the real operation data of this institution.Through field visits and interviews with internal managers and front-line employees,the problems of the school can be summarized as follows: low brand awareness among K12 clients,outdated product and service,inflexible pricing strategy,high brand premium,overly simple enrollment strategy,inefficient advertising mode,inadequate branch schools and low profit margin due to the low-priced courses.Based on theories including PEST model and Porter’s five Forces model,the paper analyzed the internal and external environment of the enterprise and made analysis according to SWOT theory.The paper summarized the appropriate marketing strategies for Dalian XDF training School based on STP and 4T marketing theories.The specific methods include : optimizing the product portfolio which means in addition to the standardized products from the XDF Corporation,localized products should be developed and provided to students in order to meet their needs;upgrading the service which means introducing the value-added service such as OMO(online merge offline)mode to provide feedback on study based on big data;introducing flexible pricing strategy to reduce the price difference with competitors and provide accurate price according to the needs of clients and the product they choose;optimizing the sales channel through investment in new media operation,increase in branch schools and further cooperation with local universities,public middle schools and companies of different industries;upgrading the promotion strategy such as updating the advertisement,setting promotion period,discount for group orders,scholarship,promotion activities and promotion courses.At the end,measures to guarantee the implementation of the above strategies were put up with from the organization,human resource,capital and regulation aspects.The above research findings are helpful for Dalian XDF training school to improve its market share and revenue,helping the school to overcome the difficulties and gain profit.At the same time,the research finds can also serve as reference for other similar training schools when making their marketing strategy.