Research On Marketing Strategy Of Y Education And Training Company Under The Background Of “Double Reduction”

In recent years,Chinese education and training industry shows a trend of rapid development.Under the support of national policies and the continuous attention to education from all walks of life,education and training companies,especially subject training,emerge in an endless stream.With the increase of education and training companies,the industry is facing more and more problems,such as false publicity,lack of qualification,advanced education,trafficking anxiety,price fraud and a series of problems,the overall social evaluation satisfaction is not high.In addition,with the reform of the new college entrance examination system,it is imperative to get rid of the "only score theory",so that every child can find their own diversified development path,in this context,the "double reduction" document officially released.In July last year,the general office of the central committee of the communist party of China,General Office of the State Council issued "about further reduce the compulsory education stage student’s opinions on homework burden and external training,emphasizing the specification and rectify subject training,will discipline class training back to the track of benign development,encourage the development of quality education and training,to ensure the education and training industry under the guidance of national policy,Run more formally.Education and training companies should find their core competitiveness to cope with market changes and competition if they want to achieve sustainable and healthy development.The"double reduction" policy emphasizes the law of student growth,and retains off-campus training as an important supplement to school education.Under the background of "double reduction",how to transform education and training companies to become more standardized and professional,and to better conform to national policies,and how to optimize marketing strategies are urgent problems for education and training companies.This paper takes Y Education and Training Company as the research object to discuss how the company can optimize its marketing strategy and achieve transformation under the premise of conforming to national policies under the background of "double reduction".In this paper,from the perspective of the combination of theory and practice,using literature study,case study method,interview method,through the comprehensive investigation and analysis,using PEST analysis method to Y education training company’s social,economic,political and technological environment were analyzed,and the analysis under the background of "Shuang Jian" Y education training company management present situation,the existing marketing problems and reasons,And through the SWOT analysis method to Y education training company conducted a comprehensive analysis,put forward the transformation direction,and by using the STP theory,from the market segmentation,target market and market positioning of Y education training company marketing situation analysis,a new market positioning,through analysis is proposed for the marketing strategy of small and medium-sized education training company transformation,And give concrete safeguard measures.Through the analysis can draw the following conclusion: under the background of "Shuang Jian",Y education training are products of the company system is imperfect,lack of tangible demonstration,promotion,marketing channel fall behind,lack of system in urgent need of transformation,these are Y education training company represented by the small and medium-sized common problems existed in the education training company.Based on the market positioning analysis of its transition market direction,the author puts forward a suitable marketing strategy improvement plan from seven aspects: product,price,channel,promotion,personnel,process and environment.Product features,multi-faceted pricing,channel modernization,flexible course concessions,humanized employee training,transparent tangible display,meticulous process management,these improvement programs provide strong support for the improvement of Y Education and Training Company’s marketing system,and play a crucial role in its long-term development;At the same time,the train of thought scheme for the optimization design of marketing strategy of education and training transformation formed in this paper can also provide better suggestions for the marketing of other small and medium-sized education and training companies of the same type in China,so as to promote the benign development of the whole education and training industry.