Research On The Marketing Strategy Of Primary School General Training Program In Tianjin D Institution

Since the 1990 s,educational training as a sunrise industry has an unprecedented development.Since 2015,the state has gradually legislated to standardize private education.At the end of 2018,the standing committee of the 13 th National People’s Congress amended the law of the People’s Republic of China on the promotion of private education for the third time,and various regions have listed it as a guideline.Under this new policy,training institutions are looking for ways to survive and thrive.This article takes the primary school general training program in Tianjin D institution as the research object,through the case study method and questionnaire survey method,combined with the new policy background and its actual situation,to optimize the service marketing strategy.Firstly,this paper analyzes and summarizes the domestic and foreign research status of service marketing strategy in the education and training industry,and expounds the relevant theories used.Secondly,in order to provide theoretical basis for in-depth research,the external macro-environment,industry competition environment and internal environment of institution D were analyzed.Thirdly,through the questionnaire survey on the market demand of primary school general training in Tianjin,we find that parents have a high demand for after-class tutoring,which indicates that the market potential is huge.Fourthly,through market segmentation,the target market is selected to determine the market positioning.Finally,according to the above analysis results,the service marketing strategy of institution D is optimized,such as the establishment of multi-product system in the product strategy.