Research On A Overseas Training Institution’s Marketing Strategies

The globalization develops rapidly and now people are chasing for the international vision.Studying abroad is making a popular trend.And the range of consumer includes three categories: younger age group,competitive power increase group and immigration group.Consumer groups have a dramatic demands towards training abroad.The expand of target consumers actives the training abroad market,and the competition between peer training schools is fierce.A Overseas Studying Abroad Institution is based on the local market of Harbin,who is facing the opportunities and challenges in the changes of marketing envelopment.Combine the market circumstances and its own situation,A’s primary duty is to develop appropriate marketing strategies.This essay makes a practical significance to A school’s development.As to this essay,firstly it analyses the contemporary marketing situations of A institution.And then it investigates the surrounding market of A.The researches combine the local market and also the condition of on-line conditions.Then a deeply interpretation is made using SWOT analysis and A institution finds its disadvantages.Then a method of STP is used to segment consumers and make positions to the target market.It helps setting a marketing target and making the mix of marketing strategies though the professional marketing theories and A’s situations.The marketing strategies include product,pricing,channel and promotion.The creative aspects are the “free teach on-line” project and the“goods surrounding” promotion strategy.At last,according to the problems,a marketing structure innovation is produced,and also the exactly advises to the core teaching team and employees incentive policies.This essay combines the qualitative analysis and the quantitative analysis with the help of marketing theories and marketing strategies.A set of marketing strategies are made to help increase A’s competitive advantages in the local market,and also the increase of market shares though the opportunity of on-line education.The researches are not only available for A institution’s long-term development,but also makes a great significance and reference to the whole training market.