Research On The Marketing Strategies Of Extracurricular Tutorial Institutions In The Rural Area

With the continuous development and rapid improvement of China’s economy and society,parents have a deeper understanding of education accordingly.However,the status quo is that the national public education resources are far from satisfying diverse individual needs.Fortunately,extracurricular tutoring is a beneficial supplement to public education to make up for this deficiency effectively.Therefore,parents are increasingly inclined to participating in various training courses held by extracurricular tutoring institutions,which can be regarded as a way of "investment in education".The reality is that there is a higher demanding in this aspect and,to some extent,it is much difficult for those extracurricular tutoring institutions focusing on primary and secondary schools to survive and expand their businesses in the setting of constant emerging,severe competitiveness and homogenization.X Education,founded in 2005,boasts to have 23 direct schools and 15 trusteeship schools for the time being.It can be honored as an after-class tutoring institution in Linyi,based on education in the rural area.In the course of more than 10 years of development,X Education with the outstanding quality of teaching and a high level of responsibility,has won the trust of parents and students in rural areas by keeping its feet on the ground.Meanwhile,there is a larger scale ahead of us.However,new problems,which other educational institutions have never encountered,have arisen when Legendary Education operates by keeping its foothold in rural areas.X Education,for a long time,has been confronted with fluctuating speed of development,frequent flow of employees,and average level of making profits.Also,the market of large-scaled tutoring organizations becomes worse and there is an increasing number of individually operated schools which serve to promote the competitiveness in this industry.The paper investigates the marketing strategy of X Education in the rural area by referring to documents,surveying questionnaires,summing up the past experience of running schools and comparing with other similar institutions.Firstly,this paper makes an analysis of the macro environment in which Legend Education has settled,including its political,economic,social and technical environment,with the introduction of the prospect and problems existing in the extracurricular tutoring market in rural areas of Linyi.Additionally,it analyzes the micro environment by using Michael Porter’s five-force model and the internal environment of X Education by implementing SWOT method in order to find out the advantages,disadvantages,opportunities and challenges that X Education has had.And via the questionnaire survey combined with the 7P theory of service and marketing,optimized target measures have been formulated and finally guarantee measures,aiming to improve marketing strategies,have been put forward.Through the study of marketing strategies of X Education located in the suburban and rural areas of Linyi,the paper helps to provide references and suggestions for solving the problem about disequilibrium of education in China,boosting the construction of new villages,promoting the comprehensive level of education by encouraging small,medium and large-scaled tutoring institutions to march into the market in suburban and rural areas.