Research On Marketing Strategies Of HT Educational And Training Institutions

With the increasing downward pressure of China’s economy,the employment situation of college students is increasingly severe and a large number of undergraduates choose to take the postgraduate entrance examination for further study.In the past five years,there has been an explosive growth in the number of people taking the postgraduate entrance examination.In addition,with the rapid development of mobile Internet technology,the postgraduate education and training industry is embracing unprecedented opportunities for development.Postgraduate education and training companies have sprung up,coupled with continuous capital and non-standard industry management and operation,thus the short comings of the whole industry are constantly exposed in the development —— lack of strategic planning,backward and single marketing approach,single operation mode,homogeneous products,frequent price wars,chaotic internal management and high staff turnover rate —— leading to unstable operation of many companies,which makes it difficult to achieve rapid development of companies.Consequently,how to grasp the development,change and law of the education and training market,seize the opportunity of the marketing development and transformation,make the suitable strategic plan to improve the efficiency and realize the rapid and high quality development have become the top priority for HT Education.Based on the theories of marketing management,risk management,We media marketing and community marketing,this paper systematically analyzes the problems existing in HT Education based on current situation of the education and training industry,and systematically sorts out the internal and external environment and peer competition faced by HT Education in Shijiazhuang by means of consumer purchase model,Porter’s Five Forces Model,SWOT analysis and other tools.The product structure of HT education can be formulated and improved from the perspectives of consumer behavior,target market,market positioning,mainly from new media marketing;develop marketing strategy from price strategy,marketing channel,service guarantee;then put forward marketing security measures from the organizational structure,new media technology and personnel input,operating mechanism and other aspects;finally,risk management recommendations are added to the conclusion due to the effects of COVID-19.Based on the research of marketing strategy of HT education,this paper draws the following conclusion: HT education should take root in the undergraduate colleges and universities in Shijiazhuang to carry out the tutoring business before the postgraduate examination,give full play to the advantages of high-level teachers and the reputation formed by years of training among the trainees,position itself in the high-end guidance professional training institutions of postgraduate examination in Shijiazhuang,and design marketing strategies through independent R & D courses,reasonable pricing,giving full play to traditional marketing advantages,strengthening new media marketing,enhancing service marketing awareness and risk prevention so as to realize the long-term development of the institution.