Research On Marketing Strategy Of Vocational Certificate Training Project Of Chuang Sheng Vocational Training College

In 2020,as the COVID-19 pandemic swept the world,major economies were characterized by the “Three Highs”-high recession,high unemployment and high debt.In China,several industries such as tourism,foreign trade export industry,and film industry were halved or curbed at different degrees,therefore,a large number of unemployed people had to confront the problems of changing jobs,re-training and re-employment.In recent years,China has introduced a series of policies to support the development of vocational training industry.During the “14th Five-Year Plan”period,China will focus on strengthening the adaptability of vocational and technical education,including highlighting the characteristics of vocational education,improving the top-level design,creating a new school-running model,improving the quality of education,and deepening the integration of vocational and general education.After more than ten-year of development,the local vocational education and training industry in Guangzhou has entered the stage of monopoly competition from the original oligopoly.Taking Chuangsheng Vocational Training College as the research object not only can enrich the existing research results,but also provide more references for the marketing activities of vocational certificate training program,so as to enable better development.This paper takes the vocational certificate training project of Guangzhou Chuangsheng Vocational Training College as research material.Firstly,it illustrates the theoretical basis of marketing strategy research of vocational certificate training project after more than ten years of operation practice.Including STP strategy analysis,7P marketing strategy and the strategic significance for the development of vocational training institutions of different sizes in Guangzhou and even other subdivisions of the national education and training industry.Secondly,it introduces in detail the problems faced by the vocational certificate training program of college at the present stage,analyzes its advantages,disadvantages,risks and opportunities,and puts forward the basic conception of marketing strategy of vocational certificate training program.Thirdly,according to the relevant theories mentioned above and combined with the reality of the vocational certificate training program of Chuangsheng Vocational Training College,the marketing strategy of the vocational certificate training program is designed.The specific content includes: Aiming at high,middle and low-end consumers,the paper puts forward new product strategies and corresponding price strategies,online and offline promotion strategies,and further puts forward the use of service marketing strategies to establish differentiation.Finally,through the formulation and implementation of marketing strategies,vocational certificate training programs are faced with a narrow coverage of the crowd,low loyalty of old customers,low re-purchase rate,low brand market share,low coordination among departments,mutual independence and not yet formed an overall competitive advantage.After the implementation of the marketing strategy of vocational certificate training program,it will create the advantage of business alienation for the college from the aspects of products,processes,services,market promotion,etc.,break through the bottleneck of its own development,so as to establish a unique brand image,and open the overall gap with the other three large local vocational training institutions.It provides a realistic model for the development of local small and medium-sized vocational training institutions,and also provides a theoretical basis for the development of national education and training industry.