Research On The Marketing Strategies Of Q School By Innovative Practice For Kids

In recent years,with the development of the education industry,various out of school curriculum institutions have opened a barbaric growth mode driven by capital,which has also brought great pressure to parents and children.The publicity of institutions has exacerbated parents’ anxiety about entering school.Some institutions began to teach children in advance and study under pressure in order to improve their scores and choose schools.The purpose of many students’ learning has become the simple pursuit of score and ranking.In 2021,the general office of the State Council issued the notice on further reducing students’ homework burden and off campus curriculum burden at the stage of compulsory education(hereinafter referred to as "double reduction").The policy not only requires the reduction of extracurricular curriculum counseling in the stage of compulsory education,but also prohibits discipline counseling in any form for preschool children.Taking Q company as the research object,this paper first briefly introduces the marketing status of the education industry from the perspective of domestic and foreign scholars,then analyzes the macro external environment of Q company combined with pest theory,analyzes the current advantages and disadvantages,development opportunities and market threats of Q company,and strengthens the feasibility of Q company’s innovative practice curriculum project.Finally,based on these analysis,through the market research data and STP theory,this paper further analyzes the market positioning of Q company,obtains the current market segmentation and positioning of Q company,studies the marketing strategy of Q company,and draws four conclusions:(1)strengthen the children’s innovative practice curriculum and implement the so competition strategy in the region.(2)Market homogenization is serious,and attention is paid to differentiated competition.(3)Create influential products and serve medium and high-end customers.In this paper,the customers in the surrounding market of Q company are positioned and subdivided.It is determined that the age of children of Q company is 3-6 years old,and the family situation of students is positioned as the family with an annual income of more than 150000 yuan.(4)Optimize marketing based on 4C theory and expand new marketing channels.Q company builds the latest 4C marketing theory on the existing marketing basis and puts forward the marketing strategy optimization scheme from the perspective of consumers.Through the research on the marketing strategy of Q company,Q company in the start-up stage can develop more efficiently in Chengdu market.It is also hoped that the research results of this paper can provide certain guiding significance for the marketing of quality education institutions in other start-up stages.