Research On Marketing Strategy Of HT Training Institutions

In recent ten years,the examination of civil servant recruitment has been increasing year by year.With the national examination,the individualized demand of provincial examination is more and more obvious,many educational institutions are in the mire of development.It is a must for educational institutions to think how to survive and develop to gain a foothold in the domestic market.In the fierce competition environment,only under the guidance of theory,changing the traditional marketing concept,can the educational institutions have the chance to win.This article is mainly based on marketing theories and models such as 4P,PEST,SWOT and Porter’s five forces model,and refers to the latest research results of scholars at home and abroad.This article uses PEST to analyze the macro-environment and micro-environment of China’s education and training market,using Porter’s five forces model to analyze the bargaining power of existing competitors,potential entrants,customers and suppliers of HT educational institutions.Based on SWOT,summarize the advantages,disadvantages,opportunities and possible impacts of HT training institutions.Then analyze the marketing status of HT training institutions,and find that HT training institutions have low product recognition in marketing,the main products are not differentiated in the price gradient,the marketing channel is single,and the promotion is not emphasized.The marketing theory is used from the product strategy.Four aspects,including price strategy,channel strategy and promotion strategy,provide optimization suggestions for marketing strategy: First,in terms of product strategy,the combination of online and offline products should be adopted,and online product development should be emphasized;Secondly,in terms of price strategy,flexible pricing should be tailored to different target groups;Third,in terms of channel strategy,attention should be paid to online channels,especially channels such as new media and short videos that have become increasingly popular in recent years;Finally,in terms of sales promotion strategy,the online side pays attention to search engines and advertising,and the offline side pays attention to customer relations and discount promotions for registration.In addition,HT training institutions should provide guarantees for the successful implementation of marketing strategies from four aspects: establishing the correct marketing awareness,ensuring the construction of the talent team,paying attention to system construction,and guaranteeing financial expenses.