Research On The Marketing Strategy Of Chongqing X Education And Training Institution Under The Background Of "Double Reduction" New Policy

Since the reform and opening up,with the rapid development of China’s economy,the education and training industry has sprung up to meet the needs of the market.After nearly 30 years of development,the education and training industry has experienced a start-up period,a rising period and a mature period.At present,it is still in the mature period of the industry.There are a certain number of private education and training institutions in large,medium and small cities and counties across the country,resulting in fierce competition among training institutions,which objectively urges training institutions to make adjustments and improvements to cope with the increasing external competitive environment.At the same time,training institutions need to find advantages with market competitiveness in order to cope with the increasingly fierce competition for their own sustainable and healthy development.In July 2021,the general office of the CPC Central Committee and the general office of the State Council issued the opinions on further reducing the homework burden and after-school training burden of students in the stage of compulsory education,which carried out a major rectification of the education and training industry to ensure that the whole education and training industry operates more standardized under the guidance of national policies.It is an urgent problem for training institutions to develop towards more standardization and specialization under the guidance of national policies.Taking x education and training institutions in Chongqing as the research object,this paper makes an all-round and multi-level investigation and Analysis on X education and training institutions by using the theories and methods of literature analysis,questionnaire survey,expert interview,case analysis and market service marketing theory,so as to find the national "double reduction" The main problems in service marketing of X education and training institutions under the background of the new deal.A total of 100 questionnaires were distributed to customers and 82 valid questionnaires were recovered;A total of 74 students’ parents were interviewed through face-to-face interview or telephone interview;The main problems include:poor surrounding environment,insufficient physical display,unstable teacher team,single marketing channel,service level to be improved,unclear market segmentation,inaccurate target market and uncertain market positioning.Using STP theory,this paper combs and analyzes the problems existing in service marketing of X education and training institutions from three aspects: market segmentation,target market and market positioning;Using pest macro environment analysis,this paper analyzes the social,economic,political and scientific and technological environment of X education and training institutions.On the basis of in-depth investigation and comprehensive analysis,this paper puts forward the improvement strategies of marketing of X education and training institutions:(1)accurately divide customer segments and accurately select target markets from three aspects: family income,customer needs and student age;(2)Expand and strengthen the target market from three aspects: strengthening publicity,expanding advantages and value-added services;(3)Improve the marketing strategy from five aspects: relevance strategy,feeling strategy,creation response strategy,return strategy and relationship strategy.The corresponding safeguard measures are to improve the quality of customer relationship management,strengthen the construction of quality culture,improve the level of service management and improve the internal management of the organization.