Study On The Marketing Strategy Of WD Postgraduate Entrance Examination Training Institution

In recent years,with the continuous investment of the state in the field of education,China’s graduate education has made great progress.At the same time,the number of highly effective graduates keeps increasing,and a considerable number of students begin to pursue graduate education in order to enhance their employment competitiveness.In the face of the increasing pressure of postgraduate entrance examination,postgraduate entrance examination training is attracting more and more candidates to choose.With the upsurge of postgraduate entrance examination economy,the number of postgraduate entrance examination training institutions is increasing.After long-term development,the current postgraduate entrance examination and training market is facing new challenges: on the one hand,traditional institutions are constantly carving up the offline market,while online institutions have been revitalized under the influence of COVID-19;On the other hand,with the continuous introduction of new institutions and the application of new technologies,many institutions gradually occupy a dominant position,and users’ demands and choices become increasingly diversified.At present,the whole market is facing new opportunities and challenges.WD company,as a traditional postgraduate entrance examination training institution,is also encountering various difficulties in marketing and needs to seek breakthrough urgently.Under such a severe situation,how WD company should adjust its marketing strategy to ensure that it can maintain its competitive advantage in the market is the significance of this study.This paper uses marketing theory and analysis method,based on service marketing theory,research and analysis WD company’s service marketing strategy.Firstly,WD company’s marketing strategy status is analyzed to reveal the company’s challenges in marketing strategy.Secondly,based on the existing data and data research,market research was carried out on specific issues such as channel strategy,publicity and promotion,customer satisfaction,etc.,to form a survey diagnosis and clear problems of WD company’s marketing strategy,and to try to give a cause analysis.Thirdly,from the perspective of macro environment,focusing on the domestic postgraduate entrance examination and training market,WD company’s market environment and competitive disadvantage are further analyzed from the perspectives of market environment and competitive environment.Finally,after clarifying the existing problems and challenges,combined with the results of theoretical research and investigation and analysis,based on the service marketing theory,the improvement suggestions were proposed for WD company’s marketing strategy,and the implementation guarantee was formulated.