Research On Marketing Strategy Of SH Art Training Company

In recent years,with the rapid development of China’s economy and the gradual improvement of the quality of national life,parents are attaching more and more importance to the education of their children.Children’s art training is one of the kinds of training that parents give their children at an early age.With the development of children’s art training industry,the number of private art training institutions is gradually increasing,and the market competition is increasingly fierce.All kinds of children’s art training institutions are facing great challenges.Under this background,this paper takes SH art training company as the research object to study its marketing strategy,which has important practical significance.By sorting out relevant domestic and foreign literature,introducing the domestic children’s art training industry,and analyzing the operation status of SH company,the current marketing problems of SH company are found out,such as unclear market positioning,lack of product competitiveness,insufficient brand influence,limited marketing channels and ability.To solve the above problems,firstly analyze the macro environment through PEST method,then analyze the competitive environment faced by the company through Porter’s five forces model,find out the current advantages and disadvantages of SH company through the comparative analysis of competitors in the industry,and analyze the competitive strategies that SH company should adopt.Then combined with the questionnaire survey and the actual situation of the company,the STP strategy of SH company was studied.After market segmentation,the target market of SH company was selected to determine the market positioning of SH company.Finally on the basis of the above from the product strategy,price strategy,channel strategy and promotion strategy four aspects the SH company’s marketing strategy optimization suggestions,including optimizing curriculum product and pricing strategy,strengthen the construction of online and offline channels,increase the promotion,and marketing strategy implementation safeguard measures are put forward.This paper aims to solve the practical problems of SH company in marketing,help SH company to improve its market competitiveness,and enable it to develop continuously in the next three years.It is also hoped that the research in this paper can provide reference value for other small and medium-sized art training institutions to make marketing strategies.